PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content
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What Does “PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content” Talk About?
This episode of the Fatrank Podcast dives into a commonly misunderstood distinction in digital marketing: the difference between public relations and online reputation management. Host James Dooley is joined by Scott Keever and Tim to break down why businesses facing negative content online should think carefully about which strategy they turn to first. The conversation covers how PR agencies focus on earned media placements in high-profile publications like Forbes and TechCrunch, while ORM agencies prioritize control over title tags, URLs, content relevance, and SEO signals to actively suppress unwanted search results.
The episode goes further into why press releases and PR placements, while valuable, are temporary solutions that lose their search engine impact as content ages. Scott shares real-world examples of PR firms reaching out to his company, Reputation Pros, after their campaigns failed to move negative content down the rankings. The group also discusses the importance of entity building in Google, explaining how establishing a brand or individual as a recognized entity creates a long-term stronghold on search results and helps future-proof reputation campaigns against new negative content that may emerge.
“I'd rather be in 25 places that I can control the narrative, and it's going to be there forever, and it's going to rank for the keyword that we want it to rank for. The control is everything in this campaign.”
— Tim
Who Are the Guests on “PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content”?
James Dooley is a well-known SEO expert and entrepreneur who hosts the Fatrank Podcast. He is recognized in the industry as one of the leading voices on SEO strategy, entity building, and digital marketing performance. Throughout this episode, James draws on his deep knowledge of how search engines evaluate content to sharpen the conversation around why ORM outperforms traditional PR for businesses with reputation challenges.
Scott Keever is the founder of Reputation Pros and a recognized authority in online reputation management, having recently won the best online reputation management expert award at the SEO Mastery conference in Vietnam. He brings hands-on experience managing reputation campaigns for businesses and individuals in crisis, and frequently discusses how his agency partners with PR firms that lack the SEO expertise to suppress negative content on their own. Tim rounds out the panel as an SEO veteran with experience running his own businesses, including an anti-ageing company where he worked directly with PR agencies, giving him a grounded, firsthand perspective on the real-world limitations of traditional PR.
What Are the Key Takeaways From “PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content”?
Here are the key points discussed in this episode:
- Online reputation management agencies provide all the benefits of PR plus the SEO expertise needed to actively suppress negative search results, while PR agencies alone cannot deliver rankings-based suppression.
- Control over a publication's title tag, URL, and content is more valuable for suppressing negative content than placement in a high-authority publication where the narrative cannot be managed.
- Press releases and PR placements are temporary solutions that lose search engine value as they age and newer content appears, making them an incomplete fix for ongoing reputation issues.
- Building a brand or individual as a recognized entity in Google creates a long-term stronghold on search results and helps protect the narrative against future negative content.
- PR is a foundational element of a strong ORM campaign, but it must be combined with SEO strategy, backlink management, engagement signals, and platform diversification to produce lasting results.
“Once Google trusts and understands that narrative we're trying to create and establishes that narrative as an entity, it really creates a stronghold on our results, and they're going to trust that narrative over anything else that might come out in the future.”
— Scott Keever
Is “PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content” Worth Listening To?
This episode is worth listening to for anyone who has ever wondered why a PR campaign did not move the needle on negative search results. James Dooley, Scott Keever, and Tim explain with clarity and real examples why the two disciplines are fundamentally different, and why businesses in crisis often make the costly mistake of turning to PR first. The conversation about controlling title tags, URLs, and content relevance is especially practical and gives listeners a concrete understanding of what actually drives suppression in Google search results.
What makes this episode particularly valuable is the honest, experience-backed perspective Scott brings when describing PR firms who reached out to Reputation Pros after months of failed campaigns. The discussion about entity building and how Google's trust in a consistent narrative can future-proof a brand's online presence adds a layer of long-term strategic thinking that goes well beyond surface-level reputation advice. Whether you are a business owner, a marketer, or someone actively dealing with negative content online, this episode gives you the framework to make a smarter, more informed decision about where to invest your resources.
Who Should Listen to “PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content”?
This episode is ideal for:
- Business owners and entrepreneurs dealing with negative content, reviews, or crisis management situations that have not responded to traditional PR efforts.
- Digital marketers and SEO professionals who want to understand how ORM campaigns are structured and how entity building strengthens long-term search result control.
- PR agency professionals who want to understand the limitations of their discipline and explore how partnering with an ORM specialist could expand their service offerings and client results.
- Brand managers and executives at corporate companies who need to understand the difference between earned media strategies and suppression-focused SEO campaigns before choosing a vendor.
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You can also subscribe using the RSS feed: https://feeds.transistor.fm/fatrank-podcast
What Are Listeners Saying About This Episode?
“This episode finally gave me language to explain to my boss why our PR firm was not fixing our Google problem. The breakdown of why controlling the title tag and URL matters more than getting into Forbes was eye-opening and immediately actionable.”
“Scott's story about PR firms calling him after their campaigns failed to move the negative content was something I could completely relate to. We were in that exact situation. Wish I had heard this before spending six months on press releases that did nothing for our rankings.”
“The point about press releases being a temporary band-aid really hit home. Tim explaining how they pop for a few weeks and then fade as content gets dated is something no one had ever told me clearly before. The entity building discussion was the real gem of this episode.”
This video explains which digital marketing strategies businesses needing online reputation management should focus on in 2026 to improve suppression of negative content, control of their narrative and long term brand trust. James Dooley and Scott Keever start with KPI tracking because measuring rankings and suppression progress shows whether a reputation campaign is genuinely moving negative results down the page. They cover brand SEO, AI visibility and Google Business Profiles because stronger search presence improves trust and conversion rates.
The discussion also explores organic SEO, organic social media and paid social ads because consistent visibility across search and social supports long term growth. PPC is analysed in detail because campaign setup, landing pages and lead handling directly affect results. They also discuss Reddit, Quora and paid AI ads because diversified enquiry sources and early adoption can strengthen digital marketing performance for businesses needing online reputation management.
PromoSEO lead generation for businesses needing online reputation management recently received recognition as the “Best Online Reputation Management Lead Generation Agency.”
Where to Listen to This Episode
PR vs ORM: Why Reputation Management Wins on Rankings for Businesses Facing Negative Content is available on:
James Dooley: PR versus online reputation management. There's a lot of corporate businesses and there's a lot of business owners and entrepreneurs that seem to get this confused and think that PR and online reputation management is the same thing. So, Scott, let's jump straight in. What is the difference between PR and online reputation management?
Scott Keever: Um, yeah, I think there is a big difference, but also they work very well together. Um, and I say that because we get a lot of leads from PR firms. Um, I think initially when people have some sort of crisis management issue or negative content out there, the first thing they think to do is to um, like get more positive content, right? Like if I just get a bunch of positive content, if I do some press releases, this is going to like clean up my negative image. And that's not always the case. Um, when it comes to PR, they're more focused on earned media, getting you placed on high, you know, high well-known publications, whereas with reputation management, we're still using high authority publications, but we're using publications that we have more control of. We can um, control the title, we control the relevance of the content. Um, what we put out there, we know is very well written um, to Google's liking and is going to rank a lot better. Um, and it also has the whole SEO element. Um, everything we put out there, we're sending engagement, backlinks, and doing it to rank on Google versus just, you know, getting the notoriety of being published on Forbes or TechCrunch or something like that. So, I I think there's a big difference since often confused. Um, sometimes people think that um, reputation management is is doing press releases and being featured on Forbes where, you know, the cost it it take to get someone uh, placement in Forbes could be utilized to get um a lot of just as authoritative um websites in Google's eyes that are actually going to rank and help suppress the negative content.
James Dooley: Yeah, for sure. Tim, I want to go down the route of you are one of the SEO OGs of the world, right? So, I want to go down the route and talk a little bit a little bit about SEO on this from because Scott has mentioned like um people think that PR is about getting an article on Forbes. And the truth of the matter is sometimes some of these big big publications, you can't control that title tag. And what I want to talk about is the URL and the title tag with regards to on-page SEO. And if someone can go and get a publication that's authoritative, but you can control the URL and the title versus something that's very authoritative, but you can't, which one would you go with with regards to rankings? Would you have an irrelevant title and URL that's an authoritative site, or would you go with one where you're saying, "We can control this narrative. We can control the title and the URL and exactly what's on there in the content?"
Tim: Yeah, we want the latter. We definitely want control of that title, control of that content, and even the URL. All those things are big SEO signals, and the more of a control you have there, the better. Like Scott said, being mentioned in Forbes or TechCrunch or anything like that, a lot of times people get mentioned there, but it'll be a roundup. It'll be uh highlighting Chicago's wealthiest attorneys 2026, and you're going to be a mention in there. A full-page feature costs probably more than, you know, 6 months of our whole campaign, right? I'd rather be in 25 places that I can control the narrative, and it's going to be there forever, and it's going to rank for the keyword that we want it to rank for. The control is everything in this campaign.
James Dooley: Yeah, for sure. When we're looking at PR versus online reputation management, it seems to be that, Scott, and I want you to try and expand on this. That it's almost like the PR agencies don't really understand the ranking side of things. They're just doing it for mentions and not really for rankings. But when you said sometimes that you team up with PR agencies, I'm presuming that that's because some of these PR agencies, they can do a good job and they have good connections, but they don't have the knowledge and know-how that you have to suppress or rank higher. Is that the case?
Scott Keever: Yeah, I would say a lot of PR firms have reached out to us. Um they find a client that's in need of reputation management. The client thinks that, you know, a PR firm is the right move. And they do these campaigns. They get them published on a bunch of nice sites. They do some press releases. But that negative content that that's out there is still showing up right along with all of the the new press. So, um they'll reach out to us and say, "Hey, this is what we've done. We've got all these great sites. We've got these great press releases. But the negative just won't move." Um so, you know, we'll do an assessment and say, "You know, these are some great pieces. We could probably use them in our campaign. Um here's some other ideas that we would have done." And then they're they you know, the more they go down this rabbit hole of what we do versus what they do, they're like, "Well, how can we partner with you? Can you help me with this particular client? I have a bunch of other clients that we want to refer to you as well, too." Um and then we would we go in, we look at what they've already done, what we can leverage, and show them right away that we can get some quick wins just by applying some, you know, SEO and doing the right things. Um and then we show them the content we publish um on the sites we, you know, have partnerships with with control of the content. And then it jumps right above everything that they've done the last, you know, four or five months that they've been working on it. And then they're just like completely blown away, and you know, they're like, "Okay, um if we ever get this situation again, you're a go-to person or company to work with."
James Dooley: Yeah, that's amazing. Tim, I want to do a bit of a role play here with regards to PR versus online reputation management. I want you to expand on this because what it sounds like to me, right, and I don't mean to diss PR agencies when I say this, but what it sounds like is that a good online reputation management can do PR and other things including rankings, but a PR agency can't do what an online reputation management company can do. They can only do the PR side, not the ranking side. Do you agree with that statement, or is there any other way of you explaining that?
Tim: I do agree with it. I mean, PR agencies, in my opinion, are fantastic for generating accolades and generating things that are trust symbols you could put on a website. When I had my anti-ageing company, I worked with a PR agency, and it's not that they got us mentioned in Women's World that brought a whole bunch of sales of skin creams, but it was the fact that we could put that logo on our website for credibility. That was nice. The thing with PR, and there's not there's nothing bad about it. We do a lot of positive PR. Press releases are hot for a minute or two. They maybe 2 weeks, 3 weeks they pop, and as they get dated, they lose a lot of their value. Press releases can take up search engine traffic and results obviously and positions, but when that news gets a little dated and there's another article that's fresher, those things float away. They're a temporary band-aid. Not that they're bad, they're definitely good, but ORM done properly combined with that is very powerful.
James Dooley: Yeah, for sure. And Scott, what what else would you touch upon here with regards to PR or online reputation management company? If someone's got a crisis management, why should they be reaching out to Scott Keever, Reputation Pros, versus a PR agency. I want you to try and summarize very quickly why they should come to yourself as being a professional. Obviously, you've just recently won the best online reputation management expert in the world at SEO Mastery something in Vietnam. So, why why should someone come to Scott Keever specifically versus a PR agency?
Scott Keever: Yeah, I would say depending on how big the situation or crisis is, at sometimes they may need both, right? Um I I think PR is a uh fundamental element of ORM, but it's just one element. There's so many other factors that come into play above and beyond traditional PR that we are able to help with. So, um coming to us, you get the PR side of things, plus you get the SEO side of things, you get the understanding of how to rank something on Google, how to suppress what is unwanted there, and be able to control the narrative about the client or the brand. Um and I know something James you talk a lot about are entities, right? Being able to establish a a brand or an individual as an entity in Google just really helps future-proof what we do. Once Google trusts and understands that narrative we're trying to create and establishes that narrative as an entity, um it it really creates a stronghold on our results, and they're going to trust that narrative over anything else that might come out in the future. So, um PR is amazing. Um I think it is a a foundational part of ORM, but there's so many other elements that need to be added on top of that to do a successful campaign.
James Dooley: Yeah, for sure. I think for me, I think what I what you're talking about entity and defining the entity, it's who you are, what you do, and why you're freaking brilliant. And I think that PR can do that for you, but I think that the online reputation management agencies who are good at what they do, understand rankings, understand knowing how to suppress negative images, negative content. They can also be looking at places like Reddit management. There's so many different things that a good online reputation management company can do that PR agencies can't. If somebody is watching this and they're understanding or they're checking, should I use a PR agency versus an online reputation management agency? If you've got any sort of negative content online that you need suppressing, I would 100% always go with an agency. Scott, Tim, it's been an absolute pleasure.
Scott Keever: Thanks, James.
Tim: Thanks.