Reputation management is a sub-discipline of online marketing and refers to the process of planning, structuring and controlling an individual's or company’s reputation and image. Reputation and image are based on the perceptions and interpretations of a target audience. A good reputation among a certain target audience can be crucial for the success of a company or person. However, the desired perception and actual perception do not always coincide. The goal of reputation management is to improve reputation in the long term and to build a positive image. This procedure is not exclusively about public communication, but more so about coordinating communication and actions of a business or person. Reputation management consists of different activities like reacting to comments on review portals or improving internal and external communication.