Acting director of comms Julian Payne spoke out after a PRWeek/OnePoll survey of 2,000 people showed the proportion who believed the BBC had the best reputation of any media outlet had slid from 32 per cent last June to 23 per cent.
Payne said: ‘We have to keep working hard to continue to retain the trust of our audiences through the making of quality programmes and providing world class news. That is what we are focused on doing.’
Last June’s survey was conducted before the crisis over a cancelled Newsnight investigation into child abuse allegations against former BBC star Savile that did not make it to screen, and Newsnight reporting false claims that a ‘leading Conservative’ had been involved in child abuse.
The issue led to the resignation of director-general George Entwistle.
Payne said it was ‘no surprise’ that the broadcaster had taken a hit from ‘record highs’ last summer, but pointed to other polls showing improving trust scores.