NORWALK, CT: A quarterly study of media coverage of corporations released Tuesday gave Microsoft the highest marks for corporate reputation, followed by Disney and Verizon.Wal-Mart, which had ranked first during the first quarter of this year, fell to seventh place. The Delahaye Index ranks the reputations of the US' 100 largest companies by analyzing the volume and tone of stories from hundreds of major news outlets. "It reflects a much broader perspective than just financial media," said Delahaye Medialink CEO Mark Weiner. Microsoft's positive reputation leads to a "halo effect" of other companies citing them in press releases, which then generates more media impressions for the company, Weiner said. The overall tone of media coverage in the second quarter was more positive than the same quarter last year, noted the index. Weiner attributed the change to a renewed commitment to positive reputation by corporations in the wake of scandals like Enron and WorldCom. "Companies are behaving differently...seeing peers led away in orange jumpsuits," he said.
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