Trends & Tactics …

More than 80 percent of respondents in a recent survey consider
earned media to be trustworthy, while less than 12 percent said
paid media could be trusted. And according to the survey of 850
opinion leaders in the U.S. and Europe, more than 44 percent view
articles in business magazines and newsweeklies as providing them
the most credible information. (For other findings from Edelman's
Trust Survey, see last week's issue of PR NEWS.)