Corporate decision makers in large companies, or active in philanthropic and political initiatives.
While the other groups in this report do not have an income threshold, this sector’s group does.
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Decision makers
Portland Intelligence presents
Decision makers
and the news
A unique insight into how key decision makers in the UK’s private and public sectors consume media
“These are the influencers and powerbrokers whose decisions shape business, politics and society. Understanding their media habits is essential for anyone seeking to engage them effectively.”
Simon Whitehead, Portland CEO
We surveyed a broad cross-section of the nation
then focused on the decision makers who drive change
1. Private sector
Corporate decision makers in large companies, or active in philanthropic and political initiatives.
While the other groups in this report do not have an income threshold, this sector’s group does.
2. Public sector
Leaders within the public sector and government.
Unlike the private sector counterparts, their qualification is based on position and responsibility rather than income threshold.
2. Third Sector
Key players beyond the public and private sectors.
These individuals drive debate and policy from academia, think tanks and advocacy organisations.
We surveyed a broad cross-section of the nation
then focused on the decision makers who drive change
1. Private sector
Leaders within the public sector and government.
Unlike the private sector counterparts, their qualification is based on position and responsibility rather than income threshold.
2. Public sector
Key players beyond the public and private sectors.
These individuals drive debate and policy from academia, think tanks and advocacy organisations.
3. Third sector
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An overwhelming majority of UK decision makers now use AI tools to understand current affairs - nearly double the general public.
81%
of decision makers use AI tools to stay informed
47%
compared to 47% of the general publicThe Guardian is the most popular paper, with just over half of decision makers who read newspapers, claiming to read it
50%
read the Guardian, narrowly beating The Times.
Our methodology
Portland interviewed over 6,000 UK residents, constructing a sub-sample of those in a position to make major decisions in government, business and the third sector. Our rigorous approach ensures the findings reflect the real habits, preferences and perspectives of those who shape the UK’s direction.
How to use these insights
Use this data to better understand the media consumption and trust patterns of Britain’s decision makers. These insights can inform your communications, shape engagement strategies and help you connect with the audiences that matter most.
Unlock the full report
The research shows decision makers consume news very differently from the population as a whole. These insights are essential for communications professionals who want to reach them.
The experts behind the insights
The Decision Makers report was created by a multidisciplinary team at Portland, drawing on expertise from research, strategy and communications to provide a clear view of Britain’s leaders.
Gabriel Milland
Partner, Research
Gabriel leads Portland’s research practice, helping clients gain actionable insights into opinion and their reputation.
Seonaid Hyslop-Parsons
Partner, Corporate Affairs
Seonaid is a corporate reputation and media relations specialist, advising high-profile brands, businesses, and organisations at UK and global levels.
Alastair Campbell
Senior Advisor
Alastair, who was Tony Blair’s long-time Press Secretary and senior advisor, is one of the country’s foremost experts on communications. After starting his career in newspapers, he is also now one of the UK’s leading podcasters.
Luke Baker
Head of Media Strategy
Luke advises on reputation, crisis management and media engagement. He is a former foreign correspondent for Reuters and ran its news-gathering in Paris, Jerusalem and Brussels.
Tom Rayner
Partner, Public Affairs & Policy
Tom advises on crisis handling, reputation management and strategy. Before joining Portland, Tom was an award-winning foreign correspondent at Sky News and editor of Sky’s digital political coverage.
Max Blain
Partner
Max advises on all aspects of corporate reputation with significant experience in crisis response and reputation management. He has more than a decade of experience working at the highest level in the UK Government, most recently as the spokesperson and civil service director of communications for the Prime Minister.
Asad Moghul
Director, Digital
Asad oversees digital communications and leads our growing Artificial Intelligence offer.
Hazel Edwards
Associate Director, Digital
is a senior digital specialist, excelling in advanced analytics, SEO, and content innovation to lead transformative, high-impact digital strategies for global clients.
Katie Norton-Williams
Senior Executive, Research
Katie works on Portland’s Innovation team. She has conducted quantitative and qualitative projects for clients across a wide range of sectors and international markets.
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