Practically every individual who wants to control their online image can use ORM.  This can include all types of individuals in all industries, ex: athletes, CEO’s, entertainers, non-profit leaders, politicians and small business owners.  Reputation management is currently considered a next generation service.  In the near future it will become a regular aspect of PR campaigns. Most traditional media, advertising and promotional efforts use a ‘push’ system to deliver messages to their communities of interest. Information is fed to the consumer with little or no control. In academia, this traditional media and information model is often described as one way asymmetric. The media talks - the consumer listens. Direct feedback and interaction is minimal.

Thanks in large part to search engines, the Internet is vastly different. Anyone can ‘pull’ information about an individual or company, and can do so from anywhere and at anytime. In addition, consumers and competitors alike have the freedom to create their own content about you or your brand. Rather than being one way asymmetric, the communications model of the Internet is two way and symmetrical. The web is an interactive discussion; everyone talks to everyone, about everything.  The new paradigm of reputation and brand management requires a dynamic strategy that respects and understands the pull method of media and information, applying the best-practice traditional methodologies with cutting-edge technology solutions.