Beyond PR points us to this survey on journalism and trust.

I think it’s good that journalists have a healthy distrust of blogs and corporations. We need more of that skepticism to be brought to all aspects of reporting, especially on TV, in order to see the king has no clothes. Reporters and writers should be the first ones to call “bulls***” when it’s shown to them. That helps the entire citizenry.

It’s also something that PR folks should remember when dealing with the media. Assume that the reporter is going to question everything you tell them. If you’re paranoid about giving them a half-truth and them finding out about it later you should be less likely to give them that half-truth. It’s all part of building a relationship. Being honest and open about things helps both parties.