ORM stands for Online Reputation Management.
In this, you give reviews (Mostly good) about the company/product to increase the confidence of the audience to buy the product.
This way unique features of the product can be brought to light with the audience.
This is also many a time done when there is a bad word of mouth going on about a particular product/person/company. The good reviews are done in order to minimise and ultimately supress the bad reviews.