How to do online reputation management? (ORM)

I would like to know more about doing online reputation management.

- What are the typical proactive activities of ORM?
- What are the typical activities for hiding sites that gives a client a negative reputation?
- Can you recommend anything that is worth reading? sites, articles, guides, videos, etc.
- Can you recommend any great tools for ORM?
- What are typically included in ORM-services?

Thanks in advance