The media took its fair share of pot shots last year after a series of ethical debacles (think Mike Barnacle). But the media's ethics report card on the business world metes out a less-than-favorable impression of the mores surrounding decisions made in multi-national firms.
In a first-time study by Pinnacle Worldwide, an international corporation of independent PR firms, 117 business execs rate their ethical behavior at 80 (on a scale of 100), while 93 media representatives give that same group a grade of 30. And while some difference should be expected, a 50-point gap reaffirms that reporters and editors, known for their cynicism, aren't edging any closer to trusting business.
Following is a rundown of some of the questions and results from the international study, which went to press contacts in all mediums:
To what extent do you believe that multinationals misrepresent the way they actually conduct business in developing countries? Corporate executives: 40; Media: 50
To what degree do you believe that ethical issues always are a part of the final decision-making process in multinational companies? Corporate executives: 80; Media: 30
Given more stringent securities laws, are business people more candid and forthright than they used to be? Corporate executives: 60; Media: 42
(Pinnacle, 609/988-6560)