How does ORM differ from Public Relations (PR)?

ORM and PR share similar goals—building and protecting a brand’s reputation—but they operate differently. PR focuses on managing brand perception through media relations, press releases, events, and storytelling, often targeting traditional media outlets alongside online platforms. ORM, on the other hand, is highly digital-focused, dealing directly with search engine results, online reviews, and social media sentiment. PR can be proactive in shaping brand image, while ORM often combines proactive measures with reactive solutions to manage digital narratives in real time.