2010 - Public Relations Society of America

still smacks of news. News coverage still carries the perception of being more likely to
report facts.
Business Peoples’ Views on Credibility of Independent and Controlled Media
Business people interviewed agreed with public relations professionals that independent
news sources are viewed as more credible and accurate than controlled sources, such as paid
advertisements. For many of the business people, advertisements or controlled sources represent
a selling tactic designed to influence individuals to purchase something or think a certain way.
In contrast, an independent source has no vested interest in influencing people one way or the
other, they commented. Rather, its intent is simply to report or record news and information from
an unbiased perspective.
An attorney, Karen, experienced in working with consumer products companies, said, "If
it is a paid advertisement, you generally think that advertisers are slanting or interpreting the
facts to suit their desires to show their product or services in a more favorable light."
Advertising executive Rick, who also acknowledged the perceived bias, said, "In an
advertisement, obviously, the message is slanted – not so much slanted, but the message is more
controlled as opposed to something that comes from new source that is from an independent
thinker, or somebody who offers an opinion. So I think that, you know, a newspaper article, even
though it usually comes from only one person, has less bias."
One business executive who holds an MBA degree took an economic perspective in
saying that he generally accepts data that appears in the news item, compared to information
coming from a controlled source. "If you called me up and asked me the best way to make your
building more efficient, I am more likely to give you our press release or, typically, say what we
do is the best way to accomplish that,” Wayne said. In materials they control, businesses “would
tend to stress those things that support their case versus an independent news item," he added.
Reflecting some skepticism about the media, however, Wayne suggested that news sources and
their content may be impacted by their advertisers.
The perception of third-party objectivity of independent media was cited by several of the
business people interviewed. A human resource manager Kelly explained, "At least in theory
you think the third-party media is trying to be objective and is not trying to position a product or
situation or spin it in a certain way, versus a company. I think companies do a lot of spin." She
extended the concept of spin to companies that use product placement in television shows. "If I
read about a product in a newspaper article, I would hope the media would be concerned about
other things such as objectivity versus the sole focus being on the product.”
Business Peoples’ Views on How Other Business People and Public Perceive Credibility of
Independent and Controlled Media
The business people interviewed generally believed that other business people considered
independent media sources as more credible than controlled sources. At least one person Greg,
however, thought that others may be less critical of controlled source information than he
himself was. “Well, my experience is, I am a little more jaded than most people,” he said.
Business people, overall, gave less credit to the general public than themselves or other
business people as being discerning consumers of information. Business people suggest the
average person doesn't perceive a difference between information presented by an independent
source or a controlled source.
Credibility of Quotations and Customer Testimonials
As a further measure of perceptions of credibility in news media, interviewees were
asked about attitudes towards quotations and customer testimonials used in media coverage.
71