I wish I could say I was surprised by this poll, but I’m not. I am a huge fan of The Daily Show as I am sure many PRWeek readers are, but you have to keep in mind that Time measured Stewart’s trustworthiness against network evening news anchors – purveyors of news for the geriatric, pill popping, assisted living, at home between 6 to 7 pm crowd. These folks still think that Larry King is alive. Oh wait, he is. Sorry. How could you miss Larry’s “Bull-S” extremely entertaining interview with Joe Jackson earlier this week?
We trust Stewart because he reeks of transparency, a concept that is so "2000 and late" to our business and political leadership. More importantly, this poll really strikes at the heart of trust, something most PR people try very hard to evoke on behalf of the entities they represent or of themselves. Charles Green, who co-authored two books on the role of trust in business, believes "trust is a function of both trusting and being seen as trustworthy." He even has a formula for determining trustworthiness and a "Trust Quotient Quiz." I wonder how well Stewart, Williams, Gibson, Couric and Cronkite (posthumously) would score.
Aaron R. Kwittken, CEO & Managing Partner, Kwittken & Co.