ABSTRACT
This chapter examines how the news media in Sweden affect the public’s perceptions of companies. The news media’s attention toward the corporate life has increased signifi cantly over the last few decades. In concert with this development, corporate communication has become more sophisticated. The public relations industry is established, and corporate reputation has become an important term both within the business community and in research. In Sweden, the relationship between news media and companies is often understood and discussed from the perspective of trust, and consequently trust has also become an important dimension of corporate reputation.
