This research proposes a complex correlation between media reporting on migration and its implications on corporate image and performance in a qualitative context. Migration is depicted as a socially and politically provocative phenomenon, which attracts different and emotionally emotionally colored media stories that influence the attitudes of the population and stakeholders to the corporations engaged in the situation of migration. The study uses qualitative content analysis of the media coverage, press releases, and stakeholder messages to understand the role of framing, tone and subject matter in the migration-related media coverage to drive the corporate image process. Further on it is looking at how these media narratives influence investor sentiment, brand image and the financial market performance. The paper provides valuable contextual information on the effects of media on perception by filling a critical gap in the current body of knowledge on the importance of migration in corporate reputation management. The results have some practical implications on corporate communication strategies and the necessity of active reputation management in sensitive social situations complementing the study of the intricate relationship between media discourse, migration discourse and corporate financial performance.