When it comes to Americans' reliance upon news, what's "new and hot" is not the choice for many consumers, business executives and Washington insiders, according to the findings of a survey developed jointly by Harris Interactive and the Public Relations Society of America (PRSA) Foundation.
The survey, titled "Executive, Congressional and Consumer Attitudes Toward Media, Marketing and the Public Relations Profession", compares attitudes and opinions about media, marketing and public relations among American adult consumers, Fortune 1000 executives, and congressional staffers. While there were marked differences among the three groups, one of the survey's major findings was that substantial majorities of each group are interested in the news and they tend to trust traditional news sources most.
Contrary to oft-repeated assessments that Americans are losing interest in news, the survey found that majorities of all three groups polled say they use news, pay attention to it, want to keep up with it, and have a distinct set of news sources they depend on.
� At least seven in 10 general consumers (71 per cent), congressional staffers (77 per cent) and executives (87 per cent) agree that they have a defined set of news sources that they trust to provide them with fair and balanced coverage and that they largely ignore other sources.
� Majorities (53 per cent to 71 per cent) of the three groups surveyed say they like to keep up with the news, but it's just one of the many ways they spend their leisure time. However, some (15 per cent to 43 per cent) say they are "news junkies," asserting that keeping up with the news is a favorite leisure time activity.
� Sixty-five percent of general consumers, 75 per cent of executives and 80 per cent of congressional staffers actively look for news and information that challenges their political opinions and social beliefs.
� Minorities (21 per cent to 42 per cent) of each of the groups surveyed rely heavily on independent sources like Internet chat rooms, blogs or other alternative media to get news and information.
Despite some talk of a media landscape dominated by blogs and Internet chat rooms, the survey found that the most trusted news sources are the tried and true � public TV and radio programming, national newspapers and commercial broadcast news.
� Sixty-one per cent of general consumers, along with 70 per cent of congressional staffers and 75 per cent of executives, trust news shows on public television or National Public Radio.
� More than half (56 per cent) of general consumers and more than three-quarters of both executives and congressional staffers (78 per cent each) say they trust national newspapers like the New York Times, the Washington Post or the Wall Street Journal.
� Majorities (53 per cent to 62 per cent) of the three groups surveyed say they trust commercial broadcast news, including network television, cable and commercial radio networks.
However, trusting news sources doesn't necessarily imply blind loyalty or a lack of scepticism as minorities of general consumers (43 per cent), congressional staffers (33 per cent) and executives (28 per cent) agree that most of the news they see is accurate and unbiased.
There are a number of news sources that garner somewhat lower trust among respondents, including advocacy groups (18 per cent to 44 per cent of the three groups surveyed say they completely or somewhat trust this source), pollsters (37 per cent to 51 per cent) and elected or appointed government officials (31 per cent to 53 per cent). Interestingly, only about half (53 per cent) of congressional staffers say they completely or somewhat trust public officials.
The least-trusted information sources among the 11 included in the survey are entertainers or celebrities who support particular causes (8 per cent to 30 per cent of the three groups surveyed say they completely or somewhat trust them), liberal (18 per cent to 31 per cent) and conservative (29 per cent to 35 per cent) talk radio hosts, and people who work in the advertising industry (20 per cent to 25 per cent).
"All of this is important information for professionals who daily are challenged about which channels and sources they should use to reach consumers and business/political decision-makers," said Judith T Phair, president and CEO of the Public Relations Society of America. "It's easy to read the headlines in trade and business press about all of the hot 'new' media channels and start to believe that the traditional press is passé, but this survey confirms that despite some new entrants, Americans still use news, seek news and place their trust in the traditional sources."
The Public Relations Society of America (PRSA) Foundation supports the advancement of research, education, scholarship and professional development in the public relations profession ensuring quality life-long learning opportunities that will advance the profession and the professional. The PRSA, based in New York City, is the world's largest organisation for public relations professionals. The society has more than 28,000 professional and student members.
