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Six of the ten best reputations in the media belong to large tech, according to an annual review of corporate coverage in opinion-leading US media. IBM, which earned superlative, highly visible coverage, led all companies in the study. Intel, Dell and Apple completed the sweep for the top four companies. The Walt Disney Company finished the year in the fifth position, ranking highest among non-tech companies. Oracle and Microsoft rounded-out the top six tech companies, landing in the seventh and tenth positions respectively.
In an additional sign of strength, tone of coverage among nine of the top ten companies in 2011 improved over the prior year, including IBM whose 2010 performance ranked among the top five. The most improved company was EADS/Airbus which evolved from critical coverage in 2010 to the sixth spot overall.
“While media coverage is only one element in corporate reputation, journalistic content uniquely reflects both current public opinion while helping to shape future perceptions,” commented Mark Weiner, CEO-Americas. “
“America’s Top Companies Reputation Benchmark” is a corporate image content analysis of top US opinion-leading media across print, broadcast and on-line news sources. PRIME aggregates content, isolates major reputation-building topics -- Products, Strategy and Vision, Corporate Social Responsibility (CSR), Positioning, Financial Performance and Management -- and, through a more granular analysis of supporting themes, derives a detailed, actionable assessment of America's corporate reputation environment.
PRIME Research is a global communications research firm which seeks to inform public relations decision-making through expert content analysis of new and traditional media, real-time monitoring and analytics, and research-based consultation. Coupled with the firm's custom research offerings, PRIME clients apply intelligence gained through the America’s Top Companies Reputation Benchmark to improve performance in the media and to communicate the value of media-based public relations activity. The firm is based in New York, Chicago and Ann Arbor with service hubs in South America, Europe and Asia. To learn more about PRIME, visit their website at www.prime-research.com