This chapter examines how media coverage in the Netherlands affects the public’s perceptions of companies. Fombrun and Shanley (1990) conducted a pioneer study in this fi eld which examined the impact of a wide range of variables on reputation (such as the amount of news, the tone of news, profi tability, charitable giving). Findings from this study regarding the amount and tone of news recur in two other studies on the effects of news on reputation (Verčič, 2000; Wartick, 1992) and in a study on the effects of news on return on average assets (Deephouse, 2000).