LONDON: A top BBC communications official has said the broadcaster must keep “working hard” to regain trust after a poll showed the damaging impact of the Jimmy Savile scandal on its reputation.
Acting director of communications Julian Payne spoke out after a PRWeek UK/OnePoll survey of 2,000 people showed the proportion who believed the BBC had the best reputation of any media outlet slid from 32% last June to 23%.
“We have to keep working hard to continue to retain the trust of our audiences through the making of quality programs and providing world-class news,” said Payne. “That is what we are focused on doing.”
Last June's survey was conducted before the BBC faced a crisis over a cancelled Newsnight investigation into child-abuse allegations against former BBC star Savile, and Newsnight reported false claims that a “leading Conservative” was involved in child abuse.
The crisis led to the resignation of BBC director general George Entwistle.
Payne said it was “no surprise” that the broadcaster had taken a hit from “record highs” last summer, but pointed to other polls showing improving trust scores.
This story originally appeared on PRWeek UK, the sister publication of PRWeek at Haymarket Media.