In the survey, published this week by Materials Recycling Week, over 95 per cent of recycling and waste management officials said the Government and its relevant organisations needed to do more to tackle negative media coverage.
The magazine polled 69 officials from various local authorities last year.
Jane Rayner, environmental group editor at the trade title's publisher, Emap, said: ‘Last year there was a flurry of negative coverage that didn't get all the facts across, affecting the reputation of recycling services.'
She added that councils wanted support at a national level for their recycling campaigns, and advice on regional media relations.
Respondents also acknowledged the success of campaign work already undertaken by the Government's Waste and Resources Action Programme. Eighty-six per cent said that the Recycle Now drive had been successful.
The scheme's comms director Gareth Lloyd said: ‘We have had a 40 per cent uplift in our positive coverage from last year, and we are committed to working with this sector. However, it is not just about having a good campaign but about having good local services.'
He added that although negative media coverage could affect people's confidence in recycling, the practice had increased.
According to a YouGov Mintel survey last year, 55 per cent of people said they were recycling more.
The Government wants 40 per cent of household waste to be recycled by 2010.