Online Reputation Management

PR focuses on generating positive media coverage and managing press relationships. ORM focuses on what people find when they search for you - including in search engines, on AI platforms, and across the broader digital ecosystem. The two are complementary but distinct: PR shapes the coverage that gets written; ORM determines what is visible and prominent when someone searches. Most clients need both, but they require different expertise and different approaches.

Timeline depends on the nature and complexity of the challenge. Suppressing a specific piece of negative content typically shows measurable progress within three to six months. Building a comprehensive digital presence from a low base typically takes six to twelve months for full effect. Search engine algorithms change continuously, which is why ongoing engagement is more effective than one-off projects.

In some cases yes. Content can be removed where it breaches platform terms of service, contains demonstrably false information, or falls within the scope of Right to be Forgotten legislation in the UK and EU. Where removal is not possible, suppression through strategic content positioning is typically the most effective alternative - making negative content effectively invisible to the majority of searchers by ensuring it does not appear on the first page of results.

AI systems like ChatGPT and Google AI Overviews synthesise information from publicly available web content. The most effective way to influence what they say is to ensure the content they draw from is accurate, authoritative, and positive. This involves creating and placing high-quality content across credible platforms, suppressing inaccurate source material, and monitoring AI outputs to identify and address misrepresentations as they emerge.

Proactive ORM is significantly more effective - and less costly - than reactive ORM after a problem has occurred. Clients who invest in establishing a strong, accurate digital presence before scrutiny increases are much better protected when it does. For executives facing board appointments, founders approaching fundraising, or family offices planning succession events, proactive ORM is a strategic investment.

PR focuses on generating positive media coverage and managing press relationships. ORM focuses on what people find when they search for you - in search engines, on AI platforms, and across the broader digital ecosystem. The two are complementary but distinct: PR shapes the coverage that gets written; ORM determines what is visible and prominent when someone searches.

Most clients need both, but they require different expertise and approaches. An effective PR campaign generates coverage that ranks poorly in search results is a missed opportunity. A strong ORM programme with no substantive content to place will have limited material to work with. The most effective strategies integrate both disciplines, using editorial content as the raw material for search and AI positioning.

Individual and organisational reputation management share underlying techniques but differ significantly in execution. For individuals, the primary concern is what appears for a personal name search - including AI summaries, Wikipedia entries, news archives, and social media profiles. The content is highly personal and the stakes are both professional and private.

For organisations, the challenges span brand reputation, employer brand, product perception, leadership profiles, and sector-specific concerns. The audiences are more varied and the content environment is typically larger and more complex. Pavesen specialises in individuals and private entities - executives, investors, family offices, and private companies - where the professional and personal dimensions intersect.