SWR poll to gauge respect for leaders

WASHINGTON, DC: Shandwick research arm SWR Worldwide is preparing to take a closer look at the reputations of the nation’s leading decision-makers.

WASHINGTON, DC: Shandwick research arm SWR Worldwide is preparing to take a closer look at the reputations of the nation’s leading decision-makers.

WASHINGTON, DC: Shandwick research arm SWR Worldwide is preparing

to take a closer look at the reputations of the nation’s leading

decision-makers.



The firm has developed REPoll, a monthly online survey that will ask

leading figures in the worlds of news, business, sports and

entertainment to evaluate the reputations of their peers.



’REPoll gives a different measure beyond just public recognition,’

explained SWR chairman and CEO Greg Schneiders.



Using an online sample of Beltway decision-makers (including senior

congressional and executive branch staff), the first REPoll found that

PBS news anchor Jim Lehrer commands greater respect among DC insiders

than the anchors of the big-three networks and Fox News.



’If people in PR are looking where to get a placement, the answer may be

shows that have lower ratings but more credibility,’ Schneiders

said.



’Jim Lehrer may not reach as many people, but he’s taken more

seriously.’



Noting Dan Rather’s low rating (he trailed Lehrer, Tom Brokaw, Peter

Jennings and Brit Hume), Schneiders said, ’Industry executives may start

to realize that they need to do work on improving Rather’s reputation.’

SWR president and COO Chris Wilson took it a step further: ’If CBS

wanted to improve the reputation of their news operation, they’d be

advised to hire someone with a reputation like Jim Lehrer’s.’



Among the figures to be evaluated in future surveys are tech CEOs,

federal officeholders and college presidents.



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