How does reputation management complement a PR strategy?

Reputation management complements PR by doing three things PR is not structured to do on its own. First, it extends the value of earned media: a placement only helps long-term if it ranks for the queries people actually run, is cited by the AI engines, and feeds the entity record. Left alone, most coverage decays in search within weeks. Second, it owns the channels PR does not reach. Wikipedia requires policy-compliant work through Talk pages and disclosed conflict-of-interest editing, not pitching. Knowledge Panels and AI narratives are driven by structured signals and source quality. Third, it builds infrastructure that survives the cycle, the authoritative pages, fact assets, and entity work that keep paying off after a campaign ends. We track this with our own tools, IMPACT™ for the Google layer and AIQ™ for the AI layer, so the contribution of PR work is measured rather than assumed.