ABSTRACT
This chapter explores the multiple relationships that news coverage has with corporate reputation. The results for the effects of the news media on corporate reputation are mixed when reputation is measured as a global variable. A firm's media favorability refers to 'the overall evaluation of a firm presented in the media resulting from the stream of media stories about the firm'. The most prevalent theoretical perspective for the relationship between firms' media favorability and firms' public esteem is attribute agenda setting. The news media may influences corporate reputation is through the relationship between media associations and the public's perceptions of specific attributes or qualities in the context of the firm. An organization focus entails starting with the senior level management team to develop a series of objectives for a single story or for a media relations program preferably the latter, because it is more beneficial to the organization in the long run.
