From the look of it - no cracks - I'd say it is a 'soft' material that can be reformed. Might be best to saywhat bike it is - someone may have past knowledge.
How skill full are you at panel beating? If your good then .. I suppose you would not be asking. I'd use a bit of hard wood between the hammer and the rim. Best if the wood is shaped to the rim profile - use a wood file. A good panel beaters shop may try to do the job - ask ... if they are willing tell them you don't want it perfect .. you can get perfect later at a proper shop that does wheel rolling. And of course - remove the wheel form the bike and the tyre and tube from the rim before they (or you) start.
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