The New York-based public relations firm Porter/Novelli conducted a survey of 1,100 consumers in 1996 to determine the credibility of information sources, individuals, groups and institutions. The survey basically confirmed the declining credibility of the news media and the public’s lack of trust in big business and institutions.

But one bright spot for higher education was the credibility rating of professors. Profs topped the list, along with consumer advocates, with 39 percent of respondents rating them most believable.

They were followed by influential business people (25 percent), professional athletes (11 percent), movie stars (6 percent), well known public officials(6 percent) and rock stars (4 percent).