Reputation management (sometimes referred to as rep management, online reputation management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing information about that entity, primarily online.
Every business needs to take control of their Reputation management for many reasons. To keep your brand building and making sure that one person doesn't destroy all your hard work with 1 review.
Some business owners think that Google isn't watching you but they are, oh yes they are. If you try to just write fake writes for your business, they will find out and Deindex (remove your website from their search engine) your website and GMB page (Google my Business page).