Public Relations and reputation management are closely related, as both involve managing how potential customers and investors see a business and improving the online reputation of a brand using a creative PR strategy. Both Public Relations and reputation management are digital marketing services and mainly focus on increasing the online presence of a business by creating positive content, encouraging positive reviews from happy customers and discrediting negative feedback in the best strategic manner possible. Building strong public relations and a positive presence in online communities is crucial for the success of any reputation management strategy. Similarly, PR is incomplete without ORM.