Reputation Management is used to monitor online or internet reputation of individual and brand. An Online Reputation Management is a process to enhance the figure of brand or person by improving positive stories or links and pushing down negatives links in Search Engines.
Same techniques followed by SEOs for search engine optimization and ORM but the goal of two is different. While in SEO, the main motive is to generate more traffic and improve keyword rankings in search engines, In ORM the main motive is to publish positive stories or to popularize already published positive links to push down negative link(s) from search engine pages.
Today, people used to check in Google before buying any service or product and if any negative feedback found they leave instantly. If you have found something bad coming after searching your or company name in Search engine then hire Online reputation management services to push down that negative story or link from SERPs as it can affect the your name and business.