How to Handle Online Reviews and PR

In today’s digital age, online reviews can make or break a brand. A single negative review can spread across platforms like wildfire, influencing purchasing decisions and shaping public perception.

On the flip side, positive reviews can amplify trust, generate leads, and boost a brand’s reputation organically. For public relations (PR) professionals, managing online reviews is not just a customer service task—it’s a core component of reputation management.

This guide explores how to strategically handle online reviews to support your brand’s image, foster trust, and turn even negative feedback into opportunities for positive PR.

Understand the Power of Online Reviews

Online reviews are the digital equivalent of word-of-mouth. According to industry studies, over 90% of consumers read online reviews before making a purchasing decision, and most trust them as much as personal recommendations. Whether on Google, Yelp, Trustpilot, Facebook, or Amazon, these reviews form part of a brand’s public narrative.

From a PR standpoint, reviews serve as real-time feedback and public sentiment. They’re indexed by search engines, shared on social media, and can significantly influence how journalists, influencers, and stakeholders view your organization.

Monitor Reviews Across All Platforms

You can’t manage what you can’t see. The first step in any online review strategy is setting up robust monitoring systems. Use review tracking tools or PR software to stay alerted when new reviews are posted. Monitor platforms such as:

• Google Business Profile

• Yelp

• TripAdvisor

• Facebook Reviews

• Trustpilot

• Glassdoor (for employee reviews)

• Niche industry-specific review sites (e.g., G2, Capterra for tech products)

Also, keep an eye on forums, Reddit, and social media mentions—some customers leave informal reviews there, and they can go viral quickly.

Respond Promptly and Professionally

One of the worst things a brand can do is ignore reviews. Whether they’re positive or negative, each review deserves a timely and respectful response. The way a brand responds is often seen as more telling than the review itself.

For Positive Reviews:

• Express genuine gratitude.

• Personalize your response (mention their name or details from the review).

• Encourage continued engagement (e.g., “We look forward to serving you again!”).

Example:
“Thank you so much for your kind words, Sarah! We’re thrilled to hear you had a great experience with our support team. We truly appreciate your feedback!”

For Negative Reviews:

• Acknowledge the concern without being defensive.

• Apologize if the issue is legitimate.

• Offer to take the conversation offline (e.g., via email or phone).

• Share what actions you’re taking, if appropriate.

Example:
“Hi James, thank you for sharing your experience. We’re very sorry to hear that your order was delayed. That’s not the standard we aim for, and we’re investigating what went wrong. Please email us at [email protected] so we can resolve this quickly for you.”

Publicly responding to negative feedback shows other potential customers that you care, are proactive, and are committed to improvement.

Don’t Delete—De-escalate

Tempting as it may be, avoid deleting critical reviews unless they violate platform guidelines (e.g., spam, hate speech). Deleting legitimate feedback can damage trust, especially if the reviewer shares screenshots or draws attention to the removal.

Instead, aim to de-escalate. Address the concern professionally and encourage further conversation privately. If the issue is resolved, kindly ask the reviewer to consider updating their review. Many people will appreciate the follow-through and revise their feedback accordingly.

Encourage Authentic Reviews

While you can’t force people to leave glowing reviews, you can create an environment that encourages positive feedback. Ask satisfied customers to share their experience on public platforms. This can be done through:

• Post-purchase emails with direct links to review sites

• In-store signage or thank-you cards

• Customer satisfaction surveys with optional review requests

• Social media prompts

Be transparent and never offer incentives for positive reviews—that’s against the guidelines of most review platforms and can result in penalties or bans.

Leverage Positive Reviews in PR

Positive reviews are gold for PR. They’re real, user-generated content that can be repurposed across multiple channels. Consider using them in:

• Press releases and case studies

• Social media posts and ads

• Website testimonials

• Pitch decks and investor materials

• Email marketing campaigns

When pitching stories to the media, journalists are often impressed by authentic social proof from real customers. Strong reviews can support your brand narrative and humanize your messaging.

Turn Criticism Into Content

Negative reviews can be painful, but they often highlight areas for growth—and can even inspire useful PR content. If your brand receives a recurring criticism (e.g., slow shipping, unclear instructions), address it transparently.

You might:

• Publish a blog post explaining improvements you’ve made

• Create a “Behind the Scenes” video showing changes in process or team training

• Share stats showing measurable improvements (“We’ve reduced shipping delays by 40%”)

This approach shows humility, accountability, and a genuine desire to evolve—all traits that improve brand perception.

Protect Your Brand from Fake Reviews

Unfortunately, fake or malicious reviews are common—sometimes posted by competitors or disgruntled individuals. To protect your brand:

• Flag reviews that clearly violate platform policies

• Document and report coordinated attacks

• Use legal remedies sparingly, and only when necessary

• Respond calmly and professionally to suspicious posts to avoid escalating drama

Establishing a steady stream of genuine positive reviews is the best defense against the occasional fake one.

Train Your Team

Anyone managing your digital presence should be trained in review response protocol. Whether it’s your PR team, customer support staff, or social media manager, they should understand:

• The importance of tone and timing

• When to escalate an issue internally

• What language is compliant with your brand voice and legal guidelines

Having a review response playbook or template bank can streamline this process without making responses feel robotic.

Measure and Adapt

As with any PR activity, it’s important to track performance and adjust your strategy over time. Some metrics to monitor include:

• Overall star rating trends

• Review volume over time

• Sentiment analysis (positive vs. negative tone)

• Resolution rate for negative reviews

• Change in public perception (e.g., survey responses, social listening tools)

Use these insights to inform broader PR campaigns, customer service improvements, and brand messaging decisions.

In the world of digital PR, online reviews are a vital source of public sentiment and brand credibility. How you respond to reviews—both good and bad—can define your reputation more powerfully than paid advertising ever could.

By actively monitoring platforms, responding with care, encouraging genuine feedback, and integrating reviews into your broader PR strategy, you position your brand as transparent, responsive, and trustworthy. With a consistent and thoughtful approach, online reviews can become a cornerstone of a resilient and respected public image.