The landscape is brightening for companies looking to get heard in financial media - with a major caveat: don't expect your PR people to be credible as interview subjects. That's the major takeaway from a survey of financial journalists commissioned by Gorkana Group and conducted by communications professors from Chicago's DePaul University.
CEO's, whose credibility tanked in the wake of the 2008 financial debacle, scored a credibility rating of 61 percent, up 10 percent since 2012. Technical and subject matter experts came in at 58 percent. But PR spokespersons remain stuck in the cellar, with a mere 13 percent credibility rating - trailing the CEO's by a nearly 5-1 margin, and providing more proof that reporters want to interview news makers, not people they see as gatekeepers. Courtesy The Bulldog Reporter.