US news watchers: In Brokaw we trust

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

Walter Cronkite.

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%

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