New York—Business executives trust and rely on traditional media over new media sources, according to a new study by Harris Interactive and the Public Relations Society for America Foundation. The study was based on telephone surveys with three groups—1,015 consumers; 150 executives from Fortune
1,000 companies; and 150 senior congressional staffers. It found that among business executives, 87% 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. Also, 75% of business executives said they trust news shows on public television or National Public Radio, and 78% said they trust national newspapers such as The New York Times, The Washington Post
and The Wall Street Journal.
The survey found that 59% of executives said they trust commercial broadcast news, including network television, cable and commercial radio networks. Only 21% of business executives said they rely heavily on independent sources such as Internet chat rooms, blogs or other alternative media to get news and information.