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