You'll need to learn how to use sed http://unixhelp.ed.ac.uk/CGI/man-cgi?sed
And also to use for so you can loop through your file entries http://www.cyberciti.biz/faq/bash-for-loop/
Your command will look something like this, I don't have a term beside me so I can't check
for i in `dir` do mv $i `echo $i | sed '/orig/new/g'`