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While we in the corporate communications industry have always paid attention to developments in the media and journalists have been known to be fond of a little navel gazing the past 12 months have seen a huge increase in the publics interest in media principles and industry practices. Press standards have been the hot topic of the year, with all outlets regularly scrutinising industry practices and developments. We talk a lot in our industry about trust its the holy grail for most businesses and something that we strive for in communications. But we wanted to explore whether trust in media really matters. You would expect that an erosion of trust in particular titles would impact sales, but as youll see from our data, the level of trust people have in newspapers is inversely proportional to their circulation figures. So what does this tell us? That we dont expect our media to have morals? That we view it largely as entertainment? We also wanted to examine the role of the modern media and some of the thornier issues of media scrutiny and fairness. Media face an ongoing ethical dilemma when judging what is in the public interest versus what is interesting to the public and the debate continues around privacy versus free speech. Discussions around future regulation of the industry will need to explore the relative power of the internet as traditional media claim to be rendered increasingly powerless by regulation. We are at a crucial point for the industry, with a lot of uncertainty around whats to come but of one thing we can be sure that the media will continue to generate its own headlines for months to come.
After what has been a year of incredible public scrutiny of the UKs media, our research among senior business people, MPs, NGO executives and other opinion formers has shown that traditional print media lag behind broadcast media in terms of trust. Indeed, even the best performing print titles are trusted by only around half the opinion formers we interviewed. Instead, opinion formers and the public alike look towards the commentators they recognise from broadcast media particularly the BBC; Robert Peston and Nick Robinson dominate thinking in the worlds of business and politics respectively, but Andrew Marr and Andrew Neil also receive notable mentions. Nevertheless, despite the increased scrutiny of the print media, traditionally popular areas of media attention are still seen as fair game particularly if there is a suggestion of hypocrisy. Most of our respondents would publish stories on tax avoidance, bank managers yacht purchases and politicians affairs and the public are more likely to do so. The public are also more likely than opinion formers to think the medias reporting of these kinds of individuals is too soft. Most draw the line, however, at the scenario of publishing leaked health information about a FTSE100 Chief Executive such as if they suffered from a mental illness. Clearly, the reputation of the UKs media and our trust in it has been damaged in recent times. Whether there is a real desire for the media to stop publishing controversial stories and soften its attitude toward politicians, celebrities and bank executives is, however, more questionable.
Which do you think is most important: inform, educate or entertain? Reithian Principles.
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In broadcast we trust
There is a clear trend here that shows increasing trust levels for online media, print and broadcast. The high levels of trust shown for broadcast media can be attributed both to the UKs strict rules governing broadcast news, and the perception of a lack of spin to broadcast as a medium. The ownership structure of newspapers, combined with each papers political agenda, makes it more likely that the public would trust the publication they most closely identify with. Interestingly, while the BBC was by far the most trusted organisation for the public, almost a quarter of opinion formers stated that they distrusted it, pointing to the widely held criticism amongst the political class of the left wing bias of the BBC.
To what extent do you trust the following to report fairly and accurately?
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Do the media report fairly, too critically or too softly in relation to the following?
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no yes
If you were the editor of a national newspaper who had the exclusive on these stories, would you publish?
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Which commentator on economics and business do you most respect? Type size represents count
Which political commentator do you most respect? Type size represents count
Methodology Populus interviewed 226 Opinion Formers online or by self-complete postal questionnaire between 20th April and 23rd May 2012. 122 were drawn from the Populus Parliament Panel, which interviews more than 100 MPs six times a year. 104 were drawn from the Populus Opinion Former Network, which consists of four categories of Opinion Formers City & Business, Media & Communications, Politics & NGOs, and the Public Sector. Populus interviewed 2064 adults aged 18+ online between 9th11th May 2012. Interviews were conducted across Great Britain and data has been weighted to be representative of all adults aged 18+. Populus is a member of the British Polling Council and abides by its rules.
About Open Road Open Road is a corporate communications consultancy based in central London. In 2011 we were named one of the top five Medium-Sized Consultancies by PR Week. We were Consultancy of the Year at the Public Affairs News Awards in 2010. Our core services include: Corporate reputation management Corporate PR Issue and crisis management Digital and social media engagement Public affairs Employee engagement Healthcare Corporate Social Responsibility
About Populus Populus delivers research that makes a real difference to our clients in the worlds of business, culture and politics. Through our stakeholder audits, parliamentary and stakeholder panels and a weekly omnibus, Populus gets inside the mind of the general public or the influencer and reveals what they are really thinking. Our team has an enormous wealth of experience in media, politics, business and civil society. Our informed insight gives business leaders a better understanding of their organisations reputation and helps identify strategies to improve and sustain that reputation. Populus can be found at: www.populus.co.uk For further information please contact info@populus.co.uk
Our website, blog and Twitter feed are at: www.theopen-road.com For further information, please contact info@theopen-road.com or 020 7484 5376