How can a company implement ist stakeholder orientation in the interaction to ist stakeholders via the media? In this book, a framework is developed, on the basis of the stakeholder and the campaigning approach which allows a company to identify how ist declared stakeholder orientation is perceived within the company, by the population and the media, in order to initiate a comprehensive stakeholder communication and encourage the stakeholders to communicate with the company in appropriate fields of interaction. To achieve this, the social- economic survey research was used as a process instrument. This is generally accepted as an objectification function. On a comprehensive structural level, it should enable management to understand ist environment pertaining to a specific issue, and to communicate in such a way as to achieve the desired effect. The framework was applied to the issue of trust at Pfizer. The study concludes that the role of the media, in ist primary function and in ist role as a platform for initiating dialogues on appropriate interaction fields, contains potential. At the same time, a distinction was made between the relevance of the media, and the difference between the reports published by the media and the actual perception in the population. In particular, political orientation appears to be significant for the question of having trust in Pfizer. The framework, developed on the basis of empirical opinion research, has contributed toward the management of Pfizer seeing how the company is perceived in the population, thereby providing a basis for further critical reflection and decision making.