How does the PR function in an e-business organization differ from a brick-and-mortar organization?

How does the PR function in an e-business organization differ from a brick-and-mortar organization?
Public Relations role is responsible for maintaining a positiveimage of a company or person. It does not differ tremendouslybetween an e-business and a brick-and-mortar organization, as theultimate goal remains the same. However, an e-business is going tobe primarily concerned with online reputations and reviews whereasa brick and mortar will also be just as concerned with negativeimages or information placed by word of mouth in person andpossible means communicated solely in person.