NEW YORK: America's most trusted newscaster is NBC's Tom Brokaw,
according to a survey published by the Council of PR Firms.
The Council hired an independent research firm to find out which TV
personalities they most trust and 19.1% of the 1020 participants named
In second place is ABC's Peter Jennings at 16.2%, followed by CBS' Dan
Rather at 14.2%.
Collectively, the top three anchors were named most trusted by 50% of
respondents. The hook for the survey was the question: "When he was CBS
Evening News anchor, Walter Cronkite was often called the most trusted
man in America. Which one of today's television news personalities do
you trust most?"
Tom Brokaw, through his publicist Barbara Levin, told PRWeek: "I'm
flattered and honored anytime I'm mentioned in the same category as
It is always reassuring to have the trust of your audience and I know
that I'll have to continue to earn that."
Surprisingly, female anchors were not as trusted as their male
ABC's Diane Sawyer was the most trusted female newscaster followed by
NBC's Katie Couric. Strangely, Barbara Walters was not mentioned in the
list of most trusted at all.
The Council of PR Firms commissioned the survey to find out more about
the way American's choose their prime sources of news and
When asked to explain how they made their choices, 33% of people
surveyed explained their news viewing decisions were based on personal
qualities while 17% placed the most value on presentation and
The survey was conducted by New Jersey-based Bruskin Research.
Which TV news personality do Americans trust most?
Tom Brokaw, NBC - 19.1%
Peter Jennings, ABC - 16.2%
Dan Rather, CBS - 14.6%
Diane Sawyer, ABC - 7.7%
Katie Couric, NBC - 6.5%
Ted Koppel, ABC - 6.0%
Larry King, CNN - 4.8%
Mike Wallace, CBS - 4.6%