Poll: Public Finds Media Coverage More Influential Than Advertising
WEST DES MOINES, Iowa (August 14, 2003) – A vast majority of Americans consider media coverage more influential than advertising, according to a national poll conducted by RoperASW for Hanser & Associates. Sixty-eight percent of those surveyed found news coverage to be more important than advertising when determining their trust of a company and 23 percent stated that it had the same value. Only 9 percent stated that advertising had greater value.
“Media coverage continues to be a significant factor in determining the level of trust American’s hold for a company,” said Ron Hanser, president and principal of Hanser & Associates, an Iowa-based public relations firm. “These survey results are not surprising after a number of corporate scandals have damaged the credibility of businesses in general.”
Increased education corresponded with increased trust in the media, as
74 percent of those with college degrees trusted the media more than
advertising compared to 53 percent of high school graduates. Those in
professional occupations also trusted the media more; 77 percent of
executives and professionals relied more on the media when determining how
much they trusted a company, compared to 58 percent of blue-collar
workers.
“No matter how you break it down, people trust news coverage more than advertising,” said Hanser. “But the survey also demonstrates that the level of trust increases with people’s level of education and job responsibility.”
Hanser & Associates sponsored the RoperASW survey. The survey was conducted during July on 1,147 members of RoperASW’s list of influential Americans. It has a margin of error of less than 1 percent.
ABOUT HANSER & ASSOCIATES
Hanser & Associates is a team of public relations specialists that
helps companies build and maintain relationships with the people who are
important to their future. Co-owned by Ronald and Bonnie Hanser, the
national award-winning firm is headquartered in Des Moines and has an
office in Omaha, Neb. The firm is nationally ranked among the top
independent PR firms in Midwest cities. An equity partner in Pinnacle
Worldwide, the firm has partner offices in 62 major cities around the
world. Visit www.hanser.com for more information.
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