Harris study shows executives trust traditional media

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Nov. 14 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.

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