NORWALK, CT: For the fifth consecutive quarter, Microsoft has earned the top spot on the Delahaye Index, an assessment of how news coverage affects corporate reputation.
Mark Weiner, CEO of Delahaye, noted that the rankings illustrate the importance of media openness and accessibility. He cited Wal- Mart, which held the second spot on the list, as an example.
"Wal-Mart made a big push toward being more accessible and open with the media this year," he noted. "We can see it in the way the company's covered. Even if there's negative coverage, there's always a Wal-Mart spokesperson present in the news item."
The ranking also demonstrated the impact of a company's CEO on its reputation, he said. Morgan Stanley, whose CEO Phillip Purcell retired amid pressure from investors and high-level executives, fell 18 points from last quarter.
One surprise was GM, which climbed five spots to number three, despite bad press about junk bond status from Standard & Poor's. Weiner said the company was elevated by positive coverage of its employee-pricing plan.