But tech companies Microsoft and Apple rise above negative economic news
environment to capture top spots for second straight quarter
CHICAGO, Oct. 29 /PRNewswire/ -- The massive upheaval in the financial
markets in the third quarter resulted in a 472 percent year-over-year increase
in financial industry news that dominated the Q3 Cision Index, a quarterly
assessment of how news coverage reflects and helps to shape the corporate
reputation of the 100 largest U.S. companies. But in spite of the
corresponding across-the-board decrease in coverage of non-financial
industries, technology-related companies Microsoft and Apple landed in the top
two slots for the second straight quarter.
(Logo: http://www.newscom.com/cgi-bin/prnh/20070405/NYTH008LOGO )
Financial news overwhelmed the Cision Index in an unprecedented way. In
the third quarter of 2008, the percentage of financial company news comprised
46 percent of the Index, up 32 percentage points from the same quarter last
year. No industry has ever dominated the Cision Index to this extent.
"We haven't seen any business story such as the financial crisis
overshadow the news to such extent in recent memory," said Joe Bernardo,
President and CEO of Cision North America. "With many non-financial companies
finding it more difficult to communicate with their stakeholders, creativity
in thinking and strategy is necessary in order for them to effectively
communicate key messages to target audiences."
Almost every major industry group saw its Index coverage percentage drop
in the third quarter of 2008 when compared to the third quarter of 2007. The
IT industry's volume of coverage dropped to 10 percent from 14 percent last
year, making the performance of the technology-related companies in the top 10
even more impressive. Both telecom and news and entertainment companies' share
of coverage decreased from 8 percent to 3 percent. Also, despite the major
issues facing the auto industry, its volume decreased from 15 percent to 9
percent. Finally, consumer products coverage decreased from 5 percent to 2
Despite the doom and gloom on Wall Street, several companies were able to
take advantage of their relatively strong financial positions to improve their
standing in the Index. Bank of America, with a significant turnaround in media
perception, landed in fourth place, climbing 72 places. Other financial
companies gaining were Goldman Sachs, climbing 30 slots to number 17 and Wells
Fargo, climbing 51 slots to number 26.
Microsoft remained number one with favorable product news and increased
quarterly earnings, despite slightly missing Wall Street expectations. Number
2 Apple benefitted from strong sales of its new iPhone and was able to shake
off a forecast of weaker earnings. Technology titan Intel held down the third
spot, reporting a 25 percent jump in quarterly profits while pushing forward
with its strategy to diversify beyond the computer market.
Making its top ten debut at number eight was Best Buy, which was
bolstered by its announcement that it would become the first independent
retailer to offer Apple's iPhone. The other retailer in the top ten, Wal-Mart,
slipped two spots to number 5.
Rounding out the top ten are Verizon at number 6, Hewlett-Packard (7),
Motorola (9) and Exxon Mobil (10). Motorola had the largest gain on the Index,
climbing 73 slots. In addition to Motorola and Bank of America, other big
gainers in the third quarter were Dow Chemical, General Electric and Pfizer,
all up 68 positions; Altria up 47, FedEx up 38 and Cardinal Health up 31.
Methodology of the Cision Index - U.S. Edition
Cision's Corporate Media Reputation Index includes analysis of news items
to rank the media reputations of the largest 100 U.S. companies. Cision
gathers news from America's most prominent national dailies, and top business
and news magazines, ranging from The New York Times and The Wall Street
Journal to Fortune and Forbes. Each company is assigned a score based on the
number of positive and negative reputation-driving attributes found in each
story. These attributes are classified into five dimensions: stakeholder
relations, financial management, products and services, organizational
integrity and organizational strength.
Cision improves clients' performance through integrated services and
software solutions for reputation and campaign management, media monitoring
and research of media contacts. Cision AB is quoted on the Nordic Exchange and
has approximately 17,000 shareholders. The company has around 2,600 employees
and a turnover of SEK 1.9 billion in 2007. Cision operates in the US, UK,
Sweden, Canada, Germany, Norway, Finland, Denmark, Portugal, Lithuania, the
Netherlands and China and has partners in another 125 countries.
For further information:
For further information: Stephen Debruyn, Vice President, Marketing,
+1-312-986-4974, email@example.com Web Site: us.cision.com