Poll: Relationship Between Iowa Businesses and Media Remains Sound
Survey shows average grades, despite significant drop in media trust of business
WEST DES MOINES, Iowa (August 21, 2003) – Despite concerns about business trustworthiness and media bias, Iowa media and businesses give each other passing grades according to the Business:Media Index - a survey of journalists and executives released today by Hanser & Associates.
The Business:Media Index, last conducted in 2001, surveyed Iowa's 500 largest businesses and over 200 members of Iowa's daily media to evaluate relationships between businesses and media. It was developed and sponsored by Hanser & Associates, a West Des Moines public relations firm. The Iowa Association of Business and Industry cooperated in the survey.
Iowa business executives gave the media a grade of C overall, the same grade given in 2001. Iowa daily media gave business executives a C as well, down from the C+ the executives received in 2001.
"These grades show that there are still some areas for improvement," said Ronald Hanser, president of Hanser & Associates. "Notably, editors and reporters are more likely to say they've been lied to today than two years ago."
The survey found that 83 percent of Iowa journalists trust the accuracy of financial and operational information provided by businesses, even though 66 percent said they had been misled or lied to by business leaders - a 23 percent increase from 2001. Most (55 percent) business executives trust the media, though only a fourth believe media adequately scrutinize the financial and operational information provided by Iowa businesses.
"There is hope that business and media in Iowa can improve their relationship," said Hanser. "Businesses want to restore trust and confidence following the corporate scandals of 2002."
When asked if antagonism between business leaders and the media is inevitable, only 26 percent of business executives said yes. And while 38 percent of media said yes, this was a 9 percent decrease from two years ago.
Separately, the number of business leaders who said news coverage has more to do with media bias than events of the day increased 12 percent from 2001, to 56 percent. Only 17 percent of media felt that bias was the most significant factor, roughly the same as two years ago.
"It's good news that business and media seem to agree in several key areas, and that's good for Iowa's business climate," said Jim Aipperspach, president of the Iowa Association of Business and Industry (ABI). "ABI will continue to work hard to share business knowledge with journalists and build on the trust that is evident in the relationship between business and the media."
Complete survey results are available online at www.hanser.com, or by calling Hanser & Associates at 800-340-6434. Business executives, media and the public can comment on the survey results via the Web site.
ABOUT THE BUSINESS:MEDIA INDEX
The Business:Media Index is a survey developed, conducted and sponsored by Hanser & Associates. Conducted on Iowa's largest employers and daily media, it is designed to measure the relationships between Iowa businesses and media. This survey was conducted in 2001 and 2003, and will be repeated periodically by Hanser & Associates to continue shedding light on how businesses and media can more effectively work together. The Business:Media Index is a trademark of Hanser & Associates and the survey is copyrighted by the firm.
The survey was conducted via e-mail and fax in Iowa during July 15 - 31. The business survey had a 19 percent response rate from the distribution to 526 executives at Iowa's 500 largest employers; results have a statistical precision of plus or minus 7.7 percent with 90 percent certainty. The media survey had a 21 percent response rate from the distribution to 204 members of Iowa's daily media - a statistical precision of plus or minus 11.3 percent with 90 percent certainty.
ABOUT HANSER & ASSOCIATES
Hanser & Associates is a full-service public relations firm based in West Des Moines. The firm provides media relations, media spokesperson training and a variety of other public relations services to international, national and local businesses. Hanser & Associates is an equity partner in Pinnacle Worldwide, one of the oldest and largest public relations organizations in the world. Affiliates are located in 62 major cities in 31 countries and have nearly 2,000 employees.
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PDF: The 2003 Index
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