The rationale for the project on the effect of the media on corporate image flows from several phenomena currently running at a pace which soon threatens to be unmanageable: firstly, the growth and spread of media of all types, including social and virtual that creates images, opinions, and perceptions, often in ways that appear uncontrollable; secondly, the increasing accessibility to various forms of media by organisations, in the form of advertising, publicizing events, (such as Corporate Social Responsibility activities), and job fairs; and thirdly, the competition for "talent" which often shops around for the best employer, often but not always justifiably, influenced by the image and brand circulated via the media. The project aimed at assessing the extent to which the media are used by organisations in Mauritius, both in public and private firms, the impact of such media coverage on the minds of individuals and especially of those found in the "young" age bracket, representing the young, much sought-after talent. In methodological terms, surveys and interviews amongst the young tertiary and post⢠secondary, vocational education institutions, and with employers were conducted, and data was also collected from media representatives and with Human Resource managers. The outcomes of the project include reliable information to organisations about the way they are perceived by the outside talent pool, and a framework incorporating these factors likely to be the determinants of opinion formation as influenced by the media. Such knowledge may ultimately lead to an adjustment or review of corporate communication/PR/branding strategies, and assist in closing somewhat the opinion and expectation mismatch between the labour market and the employment offerings of employers.