Helping journalists earn news consumers’ trust
Follow along as we demystify trust in news and empower journalists to demonstrate credibility and actively earn trust.
Journalists, we have to stop assuming people understand the mission, ethics and processes behind our work. We can’t let ourselves get lumped in with perceptions of “the media.” Instead, we need to actively work to earn trust from our communities by telling them why we’re worthy of their time, trust and support.
At Trusting News, we identify things news audiences don’t understand about how journalism works and use engagement and transparency strategies to rebuild trust. We look for opportunities to demonstrate credibility by explaining news processes, coverage goals and journalism ethics.
Start earning trust
Not sure where to begin? See how we can help your newsroom take steps to earn your users’ trust.
Trust 101 course
Trust Tips newsletter
Sign up to receive a weekly trust tip in your inbox, and see what we’ve written about so far.
Register for our self-directed Poynter course that covers the basics of how journalists can better earn trust.
NEW! Welcome to Trust Kits
Trust Kits are a new tool that helps journalists earn trust through step-by-step guides. Each kit breaks down big trust-building strategies into actionable steps so you can start being more transparent with your audience and be seen as a credible new source.
Learn more and see the full list of kits here.
Dimensions of Difference guide
This new guide is designed to support newsrooms in creating better, more reflective content by helping journalists identify, understand and talk about their own differences internally.
Learn more and see the full guide here.
Trusting News on Medium
Read our latest posts and engagement on Medium
Where should transparency language go? In the story itself.
We talk a lot at Trusting News about transparency — the act of explaining how and why we do our work. But transparency only works if peop...
May 30, 2023 / Read More
Introducing Trust Kits: A new tool for journalists to simplify earning trust
As public trust in media continues to decline, our team at Trusting News is more motivated than ever to help journalists demonstrate cred...
Apr 25, 2023 / Read More
Your audience can tell when you’re out of touch (and other insights from Reuters research on trust)
New research from the Reuters Institute’s Trust In News Project deepens our understanding of the causes of low trust in news. It reinforc...
Apr 18, 2023 / Read More