Microsoft tops reputation list

CHICAGO: Results from the 2007 Cision Corporate Media Reputation Index of US companies (formerly the Delahaye Index), show that Microsoft sits atop the corporate reputation scale. General Motors placed second, a significant turnaround for the automotive industry, according to the index's creator.

CHICAGO: Results from the 2007 Cision Corporate Media Reputation Index of US companies (formerly the Delahaye Index), show that Microsoft sits atop the corporate reputation scale. General Motors placed second, a significant turnaround for the automotive industry, according to the index's creator.

“Even though they're still unprofitable overall, when you look at the year-over-year results…media coverage is talking about GM losing several million in 2007 in contrast to 2006 when they lost several times that,” said Wayne Bullock, SVP of analysis services for Cision. “You're looking at a positive telling of their turnaround strategy.”

Microsoft has been on top of the index six times since the reputation measurement index began in 2001.

“In every case, when you're looking at media coverage, there are two factors you need to consider – how often the story is told and the context within which [it's] told,” said Bullock. “Microsoft tells their story well and often.”

Financial services companies like Merrill Lynch were hard hit on the scale, largely due to the sub-prime mortgage fallout.

For the first time, two telecom companies made the top ten: AT&T, which benefitted from the iPhone launch, and Verizon, which has been in the top ten for four years.

Other newcomers are Cisco Systems and News Corporation, who reached nine and ten, respectively.

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