NEW YORK May 23, 2012
Scott Thompson Carol Bartz
Prior to Thompson’s emergence at Yahoo, the company’s media coverage across 43 opinion-leading print, broadcast and digital sources skewed negatively with 40 percent of all news critical of the company. At that time, former CEO Bartz accounted for 17 percent of the company’s coverage. Upon his arrival, Thompson quickly guided Yahoo’s image to a much more favorable view with 34 percent of all coverage positive and only 14 percent negative. Since last week’s disclosure of Thompson’s resume padding and subsequent departure from Yahoo, positive momentum reversed immediately, plummeting to 48 percent negative, with 57 percent of all Yahoo corporate coverage dominated by news of Thompson’s error.
Ross Levinsohn Patty Lin
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SOURCE PRIME Research