ThedifferencebetweenORMand traditionalPR
Online reputation management (ORM) and traditional public relations (PR) are both essential marketing strategies for companies to understand if they want to build a positive, cohesive brand presence. Businesses need to understand the key differences between ORM and PR to maximize their success.
The Definition of ORM and PR
Organic reputation management (ORM) focuses on managing a company’s online presence through content creation, resource monitoring, customer service interactions, and crisis management. Traditional public relations (PR) focuses on the development of relationships with the press and other stakeholders to promote the perception of an organization or individual.
The Goal of ORM and PR
The primary goal of organic reputation management is to give customers a more positive view of your company, while that of traditional public relations is to influence public opinion. ORM allows businesses to directly address negative sentiment and ensure any issues can be addressed before they garner too much media attention. The goal of PR is not only to respond to potential issues but also to create media opportunities to shape public opinion about products or services.
The Methods Used for ORM and PR
Organic reputation management uses search engine optimization (SEO), content marketing, social media marketing, personal interactions with customers, blog posts, website reviews, product reviews, etc., all within their budget constraints. With traditional public relations however there are limited manners to promote messages as it generally relies on press relationships. This might include attending networking events where they will typically get exposure through earned media channels such as coverage from local newspapers or broadcasting outlets like radio or television shows.
The Measurements in ORM & PR
Organic reputation management and traditional public relations both have their own set of metrics that measure their success including return on investment (ROI), exposure/reach rate, click-through rate(CTR), average cost-per-click(ACPC), and economic value added(EVA). However, when comparing methods you should bear in mind that ROI is not always the best metric when exploring long-term strategies such as those associated with digital channels where sales-driven targets may take time to yield results. Additionally, there are some metrics unique to traditional public relations such as Media Value Equivalence which measures how much monetary value one column inch, or minute has compared against standard ad buys for that publication outlet or broadcast show.
Conclusion
Organic Reputation Management(ORM) and Traditional Public Relations (PR) provide two different approaches for achieving similar results; increased visibility, credibility & trustworthiness around an organization's brand message. While both involve leveraging relationships with target audiences, they each require different techniques & methods tailored toward specific objectives & measurements. By understanding these differences organizations can make better strategic decisions & allocate resources more efficiently in order to achieve their desired outcomes
