MEDIA: Reputation Impact targets corporate PROs

A publication that attempts to illuminate how the internet affects

companies' reputations launches this week.

Reputation Impact, which will come out ten times a year, is published by

Infonic, the internet research group, and is aimed at corporate


Edited by Emily Mealey, the title will focus on CSR, communications and

strategic approaches to consumers and opinion-formers.

Orlando Plunket Greene, business development director, said: 'We are

helping companies understand the way the internet may be impacting on

their corporate reputations, looking at what dialogue is driving issues

and what raw material might be out there.'

He added: 'We have seen a change of culture whereby consumers and

stakeholders of all kinds demand that companies they work with behave in

a more socially responsible way. Stakeholders and the internet are

achieving real change.'

Mealey said: 'Infonic has had a few years' experience of understanding

how the internet has changed, seeing the depth and growth of communities

on the internet. We will be adding value. (For example) take PETA

(People for the Ethical Treatment of Animals): the extent of the change

they have effected has not been noted in the mainstream press.'

The first issue of Reputation Impact looks at the animal rights group's

targeting of fast food chains McDonald's and Burger King. The petroleum

industry is also to be covered.

'Corporate social responsibility is a dynamic issue at the moment. We

see new content appearing all the time,' Plunket Greene said.

Infonic's other publication is netAware, which looks at climate change

and globalisation.

Infonic's publisher is Shan Millie. Reputation Impact costs £495

per annum and readers can apply for a three-month free trial until 31


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