A Paradox in Shaping Corporate Reputation
http://www.iabc.com/cwb/archive/2004/0904/paradox.htm

Weiner, Mark
Communication World Bulletin
2004

Abstract:

Why are some companies regularly recognized as the nation’s most admired even when their across-the-board performance is inconsistent? Why are other companies that demonstrate solid, consistent performance often ignored? In two words, the answer is awareness and performance. Wal-Mart ranked at the top in a number of corporate reputation lists, yet the company was dogged by the discovery of undocumented workers in their stores. How does a company such as Wal-Mart succeed in light of such news?