What's the biggest mistake businesses make when trying to repair their online reputation?

I've worked with a few businesses that only started caring about their online reputation after it had already become a problem. By then, a few bad reviews or negative search results had already affected customer trust.

One thing I've noticed is that many people think ORM is only about removing negative reviews. In reality, it's much broader than that. Managing reviews, publishing quality content, improving search visibility, and responding to customers professionally all play a part in building a strong reputation.

Everyone has their own approach, so I'm interested to hear different opinions.

If a business came to you with a damaged online reputation, what would be the first thing you'd look at?

Would you start with reviews, search results, local SEO, content, PR, or something else? I'd like to hear what has worked for you and why.

The biggest mistake is hiring someone not reliable so when he can't provide the service and should provide the refund he start blackmailing the company to get more money so he won't give them negative feedbacks
so instead of fixing their reputation they end up with ... ,just to save few $$