Reputation management involves shaping public perception of an individual or organization. Online reputation management specifically refers to managing online information. Key strategies include automating reputation monitoring, using multiple tools, encouraging positive reviews, and responding to negatives. Personal branding is establishing a prescribed image through a personal brand. The benefits of personal branding include increased trust, opportunities for publishing and speaking, and networking beyond one's company. Impression management is influencing how others perceive you through controlling information in interactions. Effective ways include appearing superior, providing justification, and credit-taking while maintaining a sense of security.