Americans Rate TV News Programs as Most Credible and Trustworthy News Source; Credibility Gap Found With Primary Sources of News

Americans Rate TV News Programs as Most Credible and Trustworthy News Source; Credibility Gap Found With Primary Sources of News

SAN RAFAEL, Calif., Nov. 1 /PRNewswire/ -- A new survey finds that although Americans rate TV news programs as the most credible and trustworthy news source, there is a gap between the news organizations people turn to the most and their credibility and trustworthiness.

The survey was commissioned by Edward Segal, author of Profit by Publicity (iUniverse, 2007), a how-to PR guide for the real estate industry. This is the second in a series of surveys Segal is conducting on media-related issues. In the latest survey, those who are more likely to consider TV news programs to be the most credible and trustworthy news source include:

   -- Women (42% of women v. 34% of men)   -- People in the South (42% in the South v. 33% in the West)   -- Non-whites (46% nonwhite v. 37% white)   -- People with less household income (47% of households under $25,000 v.      33% with household incomes of $75,000 or more)    

When comparing the results of the two surveys, Segal said "there appears to be a disconnect between the news organizations people rely on most for news, and how credible and trustworthy they find those sources to be. Just because people watch, read or hear it on the news does not mean they believe or trust the source of that news. For groups and organizations seeking to publicize their products, services and expertise, the trust and credibility of news outlets should be just as important as the size of their audiences."

For example, in September 79% of Americans said TV news programs are their primary source of news, but in October 38% of them said TV news programs are the most credible and trustworthy source of news. The credibility gaps are even more pronounced for newspapers (67% v. 25%), Web sites (47% v. 11%), radio news programs (44% v. 5%), talk radio (27% v. 6%), and TV talk shows (23% v. 3%).

   A comparison of the results of the two surveys follows:                        Most Credible/Trustworthy Source    Primary News Source   TV news programs               38%                           78%   Newspapers                     25%                           67%   Web sites of any type          11%                           47%   Talk radio                      6%                           27%   News magazines                  5%                           20%   Radio news programs             5%                           44%   TV talk shows                   3%                           23%   TV comedians                    2%                           16%   Blogs                         0.1%                            4%     

The poll of 1,000 adults was conducted Oct. 5-7, 2007 by Synovate, and has a margin of error of plus or minus four percent.

About Profit by Publicity

Profit by Publicity is a how-to reference guide that shows real estate agents and brokers how to generate news coverage about themselves or the properties they sell. The book is based on Segal's 25-year career in public relations, journalism, politics and real estate. The book was published by the Marin Association of REALTORS(R) in Marin County, Calif., where Segal serves as the organization's CEO and communications director. For more information about the book, go to http://www.profitbypublicity.com/.

Profit by Publicity is available from all major online book stores, including Amazon, Borders and Barnes & Noble.

Segal is the CEO and communications director of the 1,700-member Marin Association of REALTORS(R), former marketing strategies columnist for The Wall Street Journal's StartupJournal.com, senior media relations consultant to Ogilvy Public Relations Worldwide, and a PR consultant who generated thousands of stories about hundreds of clients. He is a former press secretary to members of Congress and campaign aide to congressional and presidential candidates.

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Source: Marin Association of REALTORS

CONTACT: Edward Segal of Marin Association of REALTORS, +1-415-507-1011,
cell, +1-415-218-8600, Edwards@marincountyrealtors.com

Web site: http://www.profitbypublicity.com/

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