Technology-based companies hold down seven of the top 10 slots; Wal-Mart
climbs to highest ranking in three years, Coca-Cola reaches top 10 for first
CHICAGO, July 28 /PRNewswire/ -- Technology and telecommunications
companies led by Microsoft and Apple Computer nailed down seven of the top ten
slots in the Q2 Cision Index, a quarterly assessment of how news coverage
reflects and helps shape the corporate reputation of the 100 largest U.S.
(Logo: http://www.newscom.com/cgi-bin/prnh/20070405/NYTH008LOGO )
Also riding high on the technology momentum was Dell Computer, which
jumped 32 positions to number eight, marking a strong recovery from its
position near the bottom of the Index in 2006. Comcast also showed an
impressive performance, leaping 20 spots to hold down the number 10 position.
Other tech-related companies in the top 10 are Hewlett-Packard at four,
Verizon at five and Intel at six.
Five of the nine IT companies tracked by the Index ranked in the top 10,
while the four telecom companies were the strongest industry group over all,
ranking from Verizon at number five to Sprint Nextel at 26. Sprint Nextel was
the largest gainer in the Index, rising 70 positions.
Of the non-tech companies, at number three, Wal-Mart climbed to its
highest ranking in two years, as consumers concerned with the current economy
flocked to the retail giant's low prices. Coca-Cola's surge to number nine
was driven by higher profits, exceeding sales expectations, and a focus on
faster growing, emerging markets by acquiring hot brands such as Fuze, Fruitsi
and Vitaminwater. Finally, Walt Disney maintained a spot in the top 10,
finishing at number seven.
"Many analysts have predicted that tech companies will be among the
winners during the current economic slowdown and the Index results for the
second quarter bear that out," said Joe Bernardo, President and CEO of Cision
North America. "Highly anticipated new products, solid revenues and earnings
reports, major acquisitions, and major investments in wireless and mobile
technology all helped tech companies reap extensive, positive media coverage."
The weakening economy's impact on the Index is demonstrated by the fact
that in the second quarter, approximately 1/3 of the companies had a net
negative news score (more negative news than positive or neutral news). This
was double the number reported in the first quarter. In addition, financial
services, being hammered by the economy, showed precipitous drops from the
first quarter rankings. In fact, companies from this group represented 4 of
the 10 largest decliners this quarter.
On the up side, Kroger joined Sprint Nextel in climbing 70 positions, as
it reported solid financials. Other companies showing strength were BestBuy,
which climbed 46 spots, and UPS, up 41. BestBuy announced an investment in
Car Phone Warehouse, Europe's largest cell phone retailer, while UPS revealed
a deal with DHL that could result in $1 billion in additional annual revenue.
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 (www.us.cision.com) 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
About Cision AB: Cision AB (www.cision.com) is a global industry leader
in business and communication intelligence. The firm provides media research,
distribution, monitoring and communication evaluation, as well as target group
identification and distribution of information for PR and IR purposes. Cision
AB has annual revenue of SEK 1.9 billion, and has around 2,700 employees in
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