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ORM Work Cycle
Optimizing and Maintaining Brand Integrity

360 Crue uses a continuous ORM work cycle to establish positive reputation sentiment and maintain brand integrity.

Online Reputation Management Continuous Work Cycle
360 Crue believes that integrity is the foundation of a good online (and offline) reputation, and that consistency is a cornerstone of integrity. Our continuous ORM work cycle is the mechanism by which we consistently maintain our clients’ integrity and therefore their brands.

“Consistency in actions and words is a cornerstone of building integrity, as it demonstrates reliability, trustworthiness, and a commitment to ethical behavior, which are all essential for building strong relationships and reputations.”

Integrity as a Foundation:
Integrity, at its core, is about acting in accordance with one’s own values and principles, even when faced with challenges or temptations.

Consistency as a Key Component:
Consistency in behavior, both in words and actions, is a powerful indicator of integrity. When individuals consistently uphold their values and commitments, they demonstrate reliability and trustworthiness.

Building Trust:
Consistency fosters trust, which is crucial for strong relationships, both personal and professional. People are more likely to trust those who consistently demonstrate integrity and reliability.

Examples of Consistent Integrity:

Keeping Promises: Following through on commitments, both big and small, shows integrity and reliability.

Acting Ethically: Making decisions that align with ethical principles, even when it’s difficult, demonstrates a strong sense of integrity. 


Taking Responsibility: Admitting mistakes and taking ownership of actions, instead of making excuses, shows integrity and accountability. 


Being Transparent: Being open and honest in communication, even when it’s difficult, builds trust and demonstrates integrity. 


Online Reputation Management Work Cycle Phases


Phase 1. Audit

  • Identify client goals (personal, business, brand, etc.)
  • Perform reputation audit:
    • Google and Bing search results (top 100 results)
    • Social media mentions and sentiment
    • Review sites (e.g., Yelp, Trustpilot, Glassdoor)
    • News articles, forums, blogs
  • Analyze sentiment (positive, neutral, negative)
  • Identify high-risk content or threats (defamatory, outdated, misleading)
  • Map digital assets and presence (websites, profiles, backlinks, etc.)

Phase 2. Strategize

  • Define key reputation objectives (e.g., suppression, removal, enhancement)
  • Prioritize threats and opportunities
  • Identify target keywords and branded search terms
  • Develop multi-channel content and visibility strategy
  • Create timeline and resource allocation

Phase 3. Repair

  • Perform web asset optimization and normalization
  • Remove/correct inaccurate information across web assets
  • Attempt content removal:
    • Request takedowns or edits from publishers
    • Legal actions (DMCA, defamation, privacy claims)
  • Suppression tactics:
    • Publish positive content on authoritative sites
    • Build high-ranking properties (social profiles, microsites, blogs)
    • SEO optimization of positive content
  • Push down negative search results using link-building and content stacking

Phase 4. Monitor

  • Set up brand and name monitoring tools 
  • Track keyword rankings
  • Monitor reviews and ratings across key platforms
  • Track sentiment trends over time
  • Setup Alerts for brand mentions and reviews

Phase 5. Engage

  • Create high-quality, keyword-optimized content:
    • Articles, press releases, blogs, videos, social posts
  • Publish across diverse platforms:
    • Owned websites, Medium, LinkedIn, YouTube, etc.
  • Build and maintain authoritative profiles
  • Promote content via SEO, PPC, social media, email outreach

Phase 6. Manage

  • Solicit and manage authentic positive reviews
  • Flag and respond to false or damaging reviews
  • Respond to customer feedback constructively
  • Implement review generation systems (email/SMS campaigns)

Maintenance & long term control (continue the cycle)

  • Continue to audit and to reassess overall sentiment 
  • Contnue to strategize in response to fresh audits
  • Continue to repair and suppress negative content
  • Continue to monitor new mentions and reviews (brand sentiment)
  • Continue to engage by creating and promoting fresh optimized content 
  • Continue to manage by responding to negative reviews and soliciting positive reviews