INTERNATIONAL: Microsoft tops media's admired list

WASHINGTON: Microsoft is the most admired company in the US, according to a survey of some of the country's top business publications.

The study, carried out for PRWeek US by media monitoring firm Carma International, has analysed the reputations of the country's biggest companies in publications such as BusinessWeek, TIME, The Wall Street Journal, and The New York Times.

After Microsoft, second spot goes to AOL Time Warner and IBM takes third. The remaining top ten is made up of Apple Computers, General Motors, Ebay, Wal-Mart, Intel, Coca-Cola and PepsiCo.

The survey sought to rank the performance of the top organisations in what Carma regards as the most influential publications in the US, following the release of Fortune's Most Admired list earlier this year. This ranked corporate reputations based on the views of those in US business.

While General Electric topped Fortune's list for the fifth year in succession, it was ranked just 13th for best media coverage, in Carma's rating, which it calls Impact Quality. Microsoft achieved just forth placing in Fortune's list.

GE generated a significant volume of unfavourable coverage due mainly to a recent failed bid to acquire Honeywell, according to Carma's research.

Matthew Boyle, the journalist who compiled Fortune's report, said: 'The Fortune list is about performance over the last couple of years, not just one.'

Carma CEO and founder Albert Barr, said positive media coverage could - if maintained for a number of years - influence the way a corporation is viewed by the business community, and therefore feed through to Fortune's list.

Fortune's top ten is General Electricity, Southwest Airlines Wal-Mart, Microsoft, Berkshire Hathawy, Home Depot. Johnson & Johnson, FedEx, Citigroup and Intel.

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