The scientific article is devoted to the process of forming the business reputation of the organization, the factors of influence on this process and its interaction terms. It has also analyzed the usage of Internet marketing tools which promotes the formation of such kinds of reputation as positive and negative. 

PR, ділова репутація, інструменти інтернет-маркетингу, негативна репутація, позитивна репутація, чорний піар