Press release -

Television and radio top consumer trust poll

Television has been voted the media most likely to be trusted for quality news reporting. 

A new poll for elephant communications - which asked 2,000 adults which types of news media they felt they could trust for quality reporting - reveals that national and local television and radio news took the top four places of the 22 media categories surveyed.

During the course of 2012, the biggest net gainers were local and regional media. Consumer trust in the quality reporting of local BBC radio rose from 17% to 29%, local papers rose to 23% and regional papers to 16%.

The study also revealed that trust remains a key driver behind people’s news choices, alongside quality content and convenience and there was broad support for many of the recommendations from Leveson enquiry. 

Despite the proliferation of news platforms, the elephant research suggests that quality content remains a key driver behind people’s news preferences.

elephant will be publishing annual highlights of it’s 2012 research series in January 2013.    


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elephant communications is a new name in corporate and consumer PR. Responding to the demands of the market we offer clients solutions to many of the specific and critical challenges they face. Researched, strategically geared and creatively thought through, we offer clients heavyweight thinking with a big footprint.

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Guy Bellamy

Press contact Founder 07766 775216

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