By using ORM, a company may try to mitigate the effects of a negative viral video, create proactive marketing strategies for online consumption or broaden its domain holdings to ramp up online visibility.
One broad ORM philosophy is using positive material to counteract, balance, or "push" negative material. An example is using online content to influence Google's search engine results pages (SERP). Because the first SERP page can hold only a finite number of results, some successful ORM projects include generating large amounts of positive content about a company or entity. Other ORM campaigns involve multichannel strategies, including email, social media, and website projects.