Fourth Day

PR professionals trusted more by new generation

A study from Fourth Day PR reveals that 68% of 18-24 year olds trust PR professionals more than journalists Research commissioned by London-based Fourth Day indicates that younger generations trust PR professionals more than journalists. Participants were asked who they would be more likely to trust in terms of providing truthful, reliable content in the media. 544 British men and women aged 18 and over chose between PR professionals and journalists to answer the question.

The results of the study, which was conducted by The Leadership Factor, show that 68% of people aged between18-24 say that they trust PR professionals more than journalists. This figure declined to 54% in the 25-34 age group and reduced further to 51% amongst participants aged 35-44. Those aged 45 and above favoured journalists, with 58% saying they trusted them more.

Notably, opinion was also divided between genders, with 61% of men placing their trust in journalists and 54% of women trusting PR professionals.

“These figures suggest a lack of trust in the media among the younger generations, possibly as a consequence of the publicity surrounding the Leveson Inquiry,” commented Xanthe Vaughan Williams, co-founder of Fourth Day. “It may also be true that older members of the public still have a negative view of PR, associating it with “spin” and with some prominent figures from recent political history.”

The author

Xanthe is a co-founder and director of Fourth Day PR

More about Xanthe