Today, a company's name is more than just a brand name. Its reputation, exposed in search engines, news, online communities, and social media, influences not only customer purchasing decisions but also partnerships, hiring decisions, investments, and regulatory risks. In an environment where a single negative issue can undermine a company's entire credibility, reputation can no longer be confined to the realm of public relations or image management. Online Reputation Management (ORM) is a business risk management service that continuously monitors, assesses, and controls a company's online reputation, rather than reacting to it after the fact.

Market Needs: Corporate Reputation Risk Is a Constant Variable, Not an Exception

Corporate misconduct issues don't arise solely from specific incidents. Job reviews, product reviews, whistleblower posts, distorted articles, and malicious rumors are created and spread at any time. The problem is that many companies treat these issues as isolated incidents and respond to them on an ad hoc basis. This approach increases unnecessary responses and risks amplifying the issue. What companies need is not a faster response, but rather a set of standards and structures for determining whether to respond.

The Problem to Solve: Not All Negative Content Is a Business Risk

The most crucial decision in ORM is this: which negative issues actually impact the company, and which can be ignored? Responding without distinguishing between content that can be deleted and content that needs to be managed is not about reputation management, but rather about increasing risk. Therefore, ORM must be designed from the ground up, prior to implementation, to prioritize the decision-making process.

Processing Direction: ORM is a "judgment system," not a "response service."

Iropke's Online Reputation Management doesn't presuppose responding to negative issues. It first analyzes a company's online reputation structure, categorizes risks, and clearly defines response principles. The goal of ORM isn't to eliminate issues, but to maintain a manageable state that prevents the company from being shaken.

Configuring ORM services

1. Corporate Reputation Risk Assessment (Reputation Audit)

Online exposure is analyzed based on company name, brand name, and key service and product names. Reputational risks arising across search engines, news, communities, and social media are categorized into factual, distorted, and malicious content, and the likelihood of these risks leading to actual business risks is assessed. The results are presented in a corporate online reputation risk map.

2. AI-based 24/7 reputation monitoring

Leveraging Iropke's AI solution, NIX, we continuously detect new issues related to your business. We automatically classify the risk of an issue by analyzing keyword variations, related searches, diffusion rates, and the context of mentions. Importantly, we go beyond simple notifications to provide criteria for determining when a response is necessary.

3. Establishing a strategy to respond to negative issues

We comprehensively review the identified issues, considering their potential for deletion, legal risks, and potential for dissemination. We then select the most appropriate approach: a deletion request, an official response, a rebuttal, search result dilution, or strategic non-response. At this stage, guidance is provided on whether to take an official corporate position and the scope of communication.

4. Deletion and Management of Inappropriate Content (Special Response)

We handle deletion requests based on platform policy and, if necessary, design a structure that can be linked to legal action. Even after deletion, we continuously monitor for repostings or secondary spread of the same issue. This service prioritizes minimizing corporate risk.

5. Scenario response in case of crisis spread

Develop a preemptive response scenario to prepare for when corporate issues spread to the media, social media, and communities. Clarify the criteria for apologies, explanations, and non-response, and streamline internal decision-making and external communication processes.

6. Design of aftercare and preventive structures

We design guidelines for operating official corporate channels, risk management standards for employee online comments, and preventative measures for recurring issues. This establishes a management system to prevent the recurrence of similar reputational risks.

Advantages of ORM

Iropke's ORM isn't focused on publicity or image-washing. It defines a company's online reputation as a management risk management area, not a brand management area, and operates by combining AI-based monitoring with strategic judgment. Its key differentiator is its ability to respond based on standards and structure, rather than emotional reactions.

Customer Reviews

"We've moved beyond the routine of responding to issues as they arise, and have learned to identify issues that don't require a response." - Company A's Management Planning Team

“The biggest change is that we now manage risks that actually impact the company, rather than just deleting negative comments.” – B Company Public Relations and Communications Team

"We've established a system to manage our corporate reputation, not just a crisis response service." - C Corporation Legal and Risk Management Team