Trends & Tactics …

A company's reputation has a profound impact on how reporters work with executives and report their stories. According to the 2002 Middleberg/Ross Survey of Media, which surveyed 774 North American business, technology, health and consumer reporters, more than two-thirds of respondents report holding CEOs, CFOs and financial analysts in lower esteem than they did a year ago. In addition: 86 percent of reporters say disclosures of unethical behavior by a corporation sometimes or always affect financial coverage. 72 percent say such disclosures of malfeasance affect product coverage. The most popular source for corporate financial information is the company's Web site.

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