Reputation management is vital in political campaigns as it shapes public perception of candidates. Effective reputation management involves responding to scandals, controlling narratives, and enhancing a candidate's image through strategic communication. A strong and positive reputation can lead to increased voter trust and support, while a damaged reputation may hinder electoral success. With the rise of social media, candidates must be vigilant, as viral criticisms can rapidly alter public opinions. Overall, reputation management directly impacts campaign viability and electoral outcomes.