The Impact of Press Releases on Corporate Reputation

Eberhardt, Johanna E. and Schwaiger, Manfred (2018): The Impact of Press Releases on Corporate Reputation. 32nd Annual Australian & New Zealand Academy of Management Conference, Auckland, New Zealand, 4–7 December 2018. In: Managing the many faces of sustainable work. Conference Proceedings, Australian & New Zealand Academy of Management.

Abstract

We empirically analyze to what extent corporate reputation is affected by media coverage. Reputation Data for German DAX30 companies were based on representative TNS-Infratest surveys between 2005 and 2011. Media response data was provided by PRIME research. Our final measure for media coverage accounts for volume and valence of news per topic category. Data were analyzed using panel regression with fixed firm effects.

Media coverage overall exerts a limited impact on (established) reputation. The general public is likely to assign better reputation to a company if media report intensively on their market position, competitiveness, and ownership. Visibility due to bad financial performance is sanctioned, and negative news on firm’s normative logic (long-range goals and strategies) tarnish firms’ likeability

• Item Type: Conference or Workshop Item (Paper)
• Faculties: Munich School of Management > Institute for Market-based Management
• Subjects: 300 Social sciences > 330 Economics
• Annotation: ISBN: 978-0-6481109-4-1
• Language: English