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How to Choose a Reputation Management Company for Your Business

Tobias Roelen-Blasberg
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Ensuring a positive online presence is crucial, and specialized firms can help your business. Discover how to choose the ideal reputation management firm with our comprehensive guide.
How to Choose a Reputation Management Company for Your Business

Managing a brand's online presence is crucial as consumers increasingly rely on the internet for purchasing decisions. While reputation management has been a robust industry for years, many companies struggle to build effective in-house teams for this task.

Fortunately, online reputation management firms specialize in helping businesses cultivate a robust online presence. This guide covers everything you need to know about ORM agencies and how to choose the best one for your needs.

What is a reputation management agency?

A reputation management agency that specializes in shaping and maintaining a positive online image for businesses and individuals. Core functions include monitoring online mentions, addressing negative feedback, and implementing strategies to enhance brand perception. These agencies employ various techniques to manage and improve a client's online reputation effectively.

The significance of reputation management is reflected in its growing market. In 2021, the global online reputation management services market was valued at USD 199.14 million. Projections indicate that this market will expand to USD 746.7 million by 2031, highlighting the increasing demand for these services in the digital age.

What is the difference between a reputation management agency and a PR firm?

While both reputation management agencies and public relations (PR) firms focus on shaping public perception, they differ significantly in scope and approach.

Reputation management agencies use specific strategies to manage and improve how a brand is perceived online. They monitor online feedback, address negative reviews, and implement tactics to boost positive visibility, ensuring that the brand maintains a favorable image in the digital sphere.

On the other hand, public relations firms have a broader mandate. They handle overall public relations strategies that encompass various aspects of a brand’s image, both online and offline. PR firms manage media relations, organize events, conduct crisis management, create press releases, and engage in community outreach.

Do I need an online reputation management company or a PR firm?

While each business's needs vary, here's the truth about online reputation management and public relations management:

All businesses need online reputation management, but not all require public relations management.

If you're planning to expand your business into new markets, launch new products or services, or target a different audience, a PR strategy can be valuable. PR firms can assist in realigning customer relationships, resolving PR issues, and expanding your reach.

Apple's PR Campaign
Sample of a PR campaign for a brand shifting its brand image to sustainability. Source: Coschedule

On the other hand, online reputation management is crucial for today's businesses to generate revenue. Approximately 52% of consumers prefer online shopping, and even among those who don't, 81% of retail shoppers conduct online research before making a purchase decision.

screenshot google listing the ritz carlton new york
Sample of a fully-optimized Google listing driving revenue and positive brand reputation for a brand.

Needless to say, your online presence can make or break your business!

Having poor online visibility or a negative online reputation can significantly impact your business, regardless of whether you're operating as usual or expanding. Review management, listing optimization, and SEO are all essential business tasks in today's market.

Should I build an in-house online reputation management team or should I outsource?

A staggering 80% of businesses around the world leverage outsourcing to streamline operations, cut costs, and access specialized skills. For ORM, the answer to whether you should build an in-house team or outsource one depends on the needs of your business. Here’s how you can identify when to build an in-house online reputation management team or to outsource:

a. Consider your business size and resources

The Harvard Business Review notes that businesses enjoy cost reductions of around 20% to 30% by outsourcing select operation areas of their business. Smaller businesses with limited resources may find it more cost-effective to outsource ORM services rather than building an in-house team from scratch. Conversely, larger enterprises with ample resources may opt to establish an in-house team to have more control over their reputation management efforts.

b. Evaluate the complexity of your ORM needs

If your ORM needs are relatively straightforward, such as basic review monitoring and response, outsourcing to a reputable ORM agency may suffice. However, if your business operates in a highly competitive industry with complex reputation management requirements, investing in an in-house team equipped with industry-specific knowledge and expertise may be more beneficial.

c. Assess the level of control you require

Building an in-house ORM team offers greater control and oversight over your reputation management strategies and tactics. If maintaining complete control over your brand's online reputation is a top priority, an in-house team may be the preferred option. On the other hand, outsourcing allows you to delegate the responsibility to experts while focusing on core business activities.

d. Analyze the scalability of your ORM needs

As your business grows, so do your ORM requirements. Consider whether your ORM needs are likely to scale over time and whether an in-house team or outsourcing can accommodate this growth effectively. In-house teams offer more flexibility in adapting to changing demands, while outsourcing allows for scalability without the need for additional hiring and training.

How do I choose a reputation management agency?

Selecting the most suitable reputation management company for your business requires careful consideration of several critical factors:

1. Industry-specific expertise

When selecting a reputation management firm, prioritize those with industry-specific experience. This specialized knowledge enables them to tailor strategies to the unique dynamics of your sector, ensuring more effective outcomes.

For instance, in industries like hospitality, experienced firms excel at providing a hands-on and convenient customer experience across all online interactions, from streamlining a booking reservation to collecting reviews. Conversely, tech startups offering SaaS solutions might need to focus on building industry authority across their online platforms.

2. Range of services offered

Assess each reputation management company's services to ensure they meet your business needs. Look for solutions covering essential areas like review management, content development, and crisis response. A strong reputation management strategy should address diverse challenges comprehensively.

3. Pricing structure

Online reputation management costs typically vary from $500 to $15,000 per month or higher, depending on service scope and customization needs. This range can be daunting for small businesses.

Seek firms providing flexible pricing or personalized packages to suit your needs precisely. Keep in mind that while the investment in quality reputation management services may seem significant upfront, it often translates into significant long-term brand benefits. Learn how to measure the ROI of online reviews in our article Understanding the ROI of Online Review Ratings: Metrics, KPIs, and More.

4. Compatibility with your business objectives

When evaluating reputation management companies, it's crucial to assess how well their services align with your business goals. In addition to reviewing client testimonials, analyze the specific strengths of each company. For example, businesses in the retail industry often prioritize social media interactions to engage with customers effectively. Conversely, those in the hospitality industry should focus on online listing management and review management, given the popularity of platforms like and TripAdvisor in shaping consumer decisions.

Note that a reputation management company may be highly effective for others, but if their approach doesn't align with your goals, it may not yield the desired results for your business.

5. Powerful ORM solution

Utilizing a powerful ORM solution is essential for ORM firms, providing them with the necessary tools to streamline reputation management efforts. Features such as listing integration, cross-platform review tracking, sentiment analysis, and automated response systems empower firms to proactively manage their clients' online reputations, delivering tangible results and solidifying their reputation as trusted partners in the industry.

Furthermore, integrating AI and automation into ORM solutions has become paramount in today's digital age. These cutting-edge tools offer features like AI-driven insights and automated processes, enabling ORM firms to effectively manage online reputations with precision and efficiency.

Learn how you can save time and money and increase customer satisfaction with a review response generator for individual online review responses with a click on a button. Read our article Review Response Generator: What Is It and What Is It Not?

Do I still need an online reputation management agency?

AI-powered reputation management solutions offer a compelling alternative to traditional reputation management agencies. These AI-driven tools can handle a significant portion of your online reputation management tasks with minimal internal effort. While enlisting the services of a specialized agency provides comprehensive solutions, it often comes with a significant price tag. AI solutions, on the other hand, offer cost-effective alternatives that can cover up to 80% of your reputation management needs. While agencies offer tailored strategies and expertise, AI tools provide efficiency and affordability.

The decision ultimately depends on your business's specific needs, budget, and the level of control you wish to maintain over your online reputation. To learn more about how you can make an informed decision on this matter, read our article How to save time when replying to hotel reviews?


What are the tasks a reputation management agency does for your business?

Below are several tasks typically undertaken by ORM agencies. It's important to note that while this list provides a comprehensive overview, the specific scope of each task can vary depending on the agency:

a. Online review management

Monitoring and responding to online reviews is crucial for maintaining a positive brand image and fostering customer loyalty. Timely and professional responses to both positive and negative reviews show customers that you value their feedback and are committed to continuous improvement. Reputation management experts know how to handle sensitive reviews tactfully, turning potential negatives into opportunities for brand enhancement.

tripadvisor screenshot
Sample of an insightful review response from a hotel.

b. Listing optimization

Ensuring business listings are accurate and consistent across various online platforms is essential for enhancing visibility and attracting potential customers. Inconsistent or incorrect information can lead to customer frustration and lost business. Specialists in listing optimization ensure your business details are up-to-date and accurately represented, boosting your chances of being found by potential customers.

google my business doubletree new york
A fully optimized Google Business listing can cover Google Maps and other booking platforms such as and Agoda.

c. Review collection

Reviews can effectively boost a business’s conversion rate by up to 10%. Actively gathering customer reviews is vital for boosting your online presence and credibility. A steady stream of positive reviews not only improves your reputation but also influences potential customers' purchasing decisions. Reputation management experts employ strategic methods to encourage satisfied customers to leave reviews, enhancing your business’s credibility and attractiveness.

customer review request email
A polite yet straightforward request for a customer review. Source:

d. Search Engine Optimization (SEO)

Enhancing content to ensure positive information ranks higher in search results is critical for overall online visibility. Effective SEO ensures that when potential customers search for your business or related services, they encounter positive and relevant information. SEO experts use advanced techniques to optimize your content, improving its ranking on search engines and ensuring your brand is prominently displayed.

screenshot best milan hotels
Appearing on local SEO pack and optimizing content for a specific search keyword.

e. Crisis response

Quickly addressing negative reviews and content online is essential to mitigate damage and protect the brand's reputation. A well-handled crisis can prevent long-term reputational damage and even strengthen customer trust. Crisis management professionals are trained to respond swiftly and effectively to negative situations, employing strategies that minimize impact and restore confidence in your brand.

screenshot generic response to negative google review
This negative review can be alarming to some travelers. A good online reputation manager should have directly addressed all issues and encouraged a private dialogue with the guest.

Our article Online Reputation Management - All You Need to Know explores ORM tasks essential for running a business, highlighting the importance of expert handling in each area to ensure optimal results.

What are the best reputation management companies?

Here are the top reputation management companies known for their effectiveness, affordability, and comprehensive services.

Best online reputation management company: NetReputation

Renowned for its comprehensive reputation management services, NetReputation specializes in suppressing negative online content and enhancing positive visibility. Their service offerings include Reputation Analysis, Review Management, Asset Development, and Content Creation. NetReputation has received high praise, earning 4.8 stars on Trustpilot. Pricing ranges from $1,500 to $10,000+ depending on the complexity and scope of services needed.

netreputation screenshot
Expert reputation management services from NetReputation.

Most affordable reputation management company: BrandYourSelf

Known for its affordability and effectiveness, BrandYourSelf caters to both individuals and businesses. This leading online reputation management company offers tailored strategies to improve brand perception and mitigate negative feedback. Key services include boosting Google visibility, cleaning social media profiles, and building a personal brand. BrandYourself's pricing starts at $399.00 and goes up to $899.99 per month, making it a budget-friendly option for many.

brandyourself screenshot
Improving online reputation while ensuring a company's online privacy.

Best Reputation Management Company with PR Services: Igniyte

Igniyte stands out for its combination of reputation management and public relations services. They offer a range of solutions, including negative content removal, online review management, and crisis management. This makes them ideal for businesses looking to repair and enhance their online reputation while also managing broader PR issues. Pricing is competitive, starting at $1,965 per month for individuals and $2,102 per month for businesses, reflecting the depth and quality of their services.

igniyte screenshot
Combining the essential services of online reputation management and public relations.

Leverage MARA to optimize your online reputation

Responding to online reviews can be a daunting task, even for the top reputation management firms. Secure a streamline reputation management strategy through the help of our MARA AI Review Assistant. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

Cutting-edge Review Inbox

One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google,, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

mara review inbox
AI-powered review responses, directly on your ORM dashboard.

Streamlined Review Analytics

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

mara review analytics
Easily understand customer sentiment.

Easy to set-up Review Automation

After gaining trust in your personal AI Review Assistant, you can even go on autopilot and create automation rules. This way, you can specify which reviews should be replied by the AI directly with no additional approval. With the configuration below, all Google reviews with no text and a star rating of 4 and above are answered automatically.

MARA response automation
Go autopilot with MARA's response automation.

Personalized AI Responses

MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.

Final Thought

Choosing the right approach to maintaining your online reputation is essential. Whether you build an in-house team or use an ORM agency, having cutting-edge tools can streamline the process. Give our AI Review Assistant, MARA, a try—it's free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

This post is part of our hero content series on "Online Reputation Management for Hotels".

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Frequently Asked Questions:

What are reputation management companies?

Reputation management companies specialize in shaping and maintaining a positive online image for businesses and individuals by monitoring online mentions, addressing negative feedback, and implementing strategies to enhance brand perception.

How can I improve my reputation management?

You can improve your reputation management by actively monitoring online mentions, addressing negative feedback promptly, implementing SEO strategies to boost positive content visibility, and engaging with your audience on social media platforms.

Is an ORM agency better than an in-house team?

It depends on your business needs. An ORM agency offers specialized expertise and can handle complex reputation issues, while an in-house team provides more direct control and potentially lower long-term costs.

What are the top online reputation management service companies?

Some of the top online reputation management service companies include NetReputation, BrandYourSelf, and Igniyte, known for their effectiveness, affordability, and comprehensive services.

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