ORM

ORM stands for Online Reputation Management — the operational discipline of monitoring, shaping, and defending what appears about a brand, executive, or project across Google search results, AI answer engines (ChatGPT, Perplexity, Gemini, Google AI Overview, Claude), social platforms (X, Reddit, Discord, Telegram, Warpcast), review sites (Trustpilot, G2, Glassdoor, Google Business Profile), and earned media coverage. Why it matters: ORM is distinct from PR. PR is offensive — earn coverage, build narrative, compound authority. ORM is defensive — monitor mentions, counter coordinated FUD campaigns, correct factual errors, suppress inaccurate or outdated negative URLs by ranking authoritative content above them, and rebuild reputation after a triggering event (exploit, depeg, regulatory inquiry, founder controversy, FUD attack). The four working elements of credible ORM are monitor, respond, suppress lawfully, and rebuild — run in parallel, not sequentially. Crypto ORM specifically operates inside the FTC Endorsement Guides, Section 17(b) anti-touting rules, Section 5 registration constraints, and platform terms of service. ORM tactics that involve Astroturfing, fake reviews, undisclosed paid commentary, coordinated bot pushback, court-order forgery, or 'guaranteed first-page suppression in 30 days' are not reputation management — they are FTC and SEC enforcement risk dressed up as a service. Credible ORM treats AI Overview citations, Wikipedia presence, and structured-data entity signals as first-class reputation surfaces alongside the classic Google SERP.