Public Relations (PR) for a brand is very different from reputation management. While PR is aimed at propping up the image of a company after it has been tarnished, online reputation management will help your company remove bad press that consumers have access to.
PR is not something that companies invest in all the time. It is like an undercurrent that runs beneath the surface and shows up only when a crisis strikes up. On the other hand, reputation management service is an active day-to-day process.
The basic difference in PR and reputation management is also dependent on the media that they use. PR is concerned about offline methods like press releases, advertorials, etc. Online reputation management makes use of the Internet channels like email, social media and search engine optimization (SEO).
The purpose of the two has some similarity in that they are both carried out to rectify or pull up a sagging brand image. Traditional corporate firms prefer to stick to PR because it is part of their business machinery. However, they have to jump to reputation management services immediately if they want to keep online crises at bay.