AT&T tops reputation scale

CHICAGO: Results from the latest Delahaye Index show that AT&T rode a wave of media attention, generated by the iPhone launch, to the top of the study's corporate reputation scale.

CHICAGO: Results from the latest Delahaye Index show that AT&T rode a wave of media attention, generated by the iPhone launch, to the top of the study's corporate reputation scale.

Started in 2000, the study, which is conducted quarterly by Cision North America, ranks the 100 largest US companies according to how they are portrayed in the media. AT&T reached the number one spot in the second quarter.

"The company that has a good reputation in the media gets benefits all around, from the media, customers, and all stakeholders," said Matt Merlin, research director for the Delahaye Index.

Scores are based on "reputation-driving attributes" in five categories including stakeholder relations, financial management, products and services, organizational integrity, and organizational strength.

A surprise among the top ten was News Corporation, which came in third due to Rupert Murdoch's efforts to purchase Dow Jones & Company.

"The story has been dragging on for a long time and some would say the news is negative," said Merlin. "But it's balanced because the media has been able to look at the benefits as well as any issues with the deal."

Also among the top ten are Microsoft, Verizon, and General Motors. The automaker has slowly been working its way up the rankings over the past year due in large part to its environmental efforts, including membership in the US Climate Action Partnership, which works to reduce greenhouse gases.

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