PRCA survey shows that trust in communications continues to slide
A survey of the PRCA PR Leaders' Panel has identified a sharp decline in the public trust of communications professionals.
The number of respondents believing public perception of MPs, CEOs, tabloid journalists and public relations professionals had worsened over the last ten years, had further increased since a similar survey was conducted by the PRCA in March 2008.
The recent MP expenses scandal and anger at the corporate bonus culture has meant MPs and CEOs reputations have been particularly badly hit with 100% and 82% of respondents saying the perception had deteriorated leading to a significant decline in public trust.
In print media, magazine journalists were found to have retained the highest level of trust, ahead of broadsheet and tabloid journalists with 71% of participants believing the level of public trust has remained ‘the same'.
The panel agreed there had been an improved level of trust in peer recommendations (64%) and user generated content such as blogs (82%). Organisations recognise this shift in customer behaviour. A separate survey conducted by the PRCA that found 80% of MD's value digital and social media PR as very important or important in their needs over the coming year.
Francis Ingham, director general at the PRCA (pictured), said: “The way individuals consume information is changing rapidly. Organisations not only need to be flexible in the way they reach their audiences, but also need to ensure their behaviour is aligned with the values of their stakeholders. Trust is hard earned but fast eroded.”
The PRCA PR Leaders' Panel is made up of managing directors of members of the PRCA (Public Relations Consultants Association), the UK trade association that represents the PR industry in the UK.
Findings:
How has public trust in MPs changed over the last ten years?
Worse - 100%
How has public trust in CEOs changed over the last ten years?
Improved - 3%
Same - 15%
Worse - 82%
How has public trust in PROs changed over the last ten years?
Improved - 15%
Same - 35%
Worse - 50%
How has public trust in broadsheets changed over the last ten years?
Improved - 15%
Same - 53%
Worse - 32%
How has public trust in tabloids changed over the last ten years?
Same - 41%
Worse - 59%
How has public trust in magazines changed over the last ten years?
Improved - 9%
Same - 71%
Worse - 20%
How has public trust in television changed over the last ten years?
Improved - 12%
Same - 29%
Worse - 59%
How has public trust in peer recommendations changed over the last ten years?
Improved - 64%
Same - 21%
Worse 15%
How has public trust in blogs and user generated content changed over the last ten years?
Improved - 82%
Same - 18%