Trust Tips newsletter

Our Trust Tips newsletter provides one quick, actionable tip for earning trust each Tuesday.



 

Start here

Create an FAQ about your elections coverage 

If your coverage is nonpartisan, explain and defend that 

If you strive for fairness, tell your audience

Explain how you decide which stories to cover

Ask how you could better earn trust 

Moderate comments on the conversations you host

Address “fake news” complaints

Clearly label opinion content

Equip journalists to respond to attacks on their credibility 

 

Elections

Learn how people perceive your election reporting

Explain election basics 

Provide support (not anxiety) during elections 

Demonstrate visual balance in political coverage

Explain how political advertising works

Help your audience consume polls responsibly 

Learn how people perceive your election reporting 

Solicit (and answer) live questions about voting 

 

COVID-19

Tell your audience that COVID-19 information might change

Do not neglect basic but vital pandemic information

With coronavirus coverage, make your purpose clear

Engage on social media during COVID-19

Explain how coronavirus coverage affects your bottom line

Show you’re part of your community during COVID-19

Don’t let political squabbles dominate COVID-19 coverage

Show you’re part of your community during COVID-19

Disclose stimulus funds and explain the ethics involved

 

Ethics, accuracy and fairness 

Create an ethics landing page

Have a clear policy about unpublishing stories

When you’re right and other news outlets are wrong, tell your audience

Acknowledge when you mess up

Acknowledge what you don’t know

Demonstrate that your visuals aren’t manipulated

Share your ethics and corrections policy

If you get something wrong, explain yourself

If you publish a graphic image, explain why

Correct mistakes to build confidence in your journalism

Explain how you cover breaking news

Explain how you cover suicide

Explain your use of anonymous sources

Explain how breaking news works

Be ready to discuss content you don’t produce 

 

Telling your story

Reporters, explain your purpose

Share your history, mission and values

Make it clear you report on solutions, not just problems

Tell your audience what you think of “fake news”

Be ready to discuss content you don’t produce 

Show how your staff covers big news

Create a handout about your newsroom

Use plain English in your disclosure statements

Let’s create an effective “About Us” page

Do these four things right now to show you are trustworthy

Talk about the cost of journalism

Talk about your ownership

Explain your role as a watchdog

Don’t talk about the boring parts of your work

Explain your word choices

Show the breadth of your journalism 

Get started with these three questions

 

How to be transparent 

Use labels for investigations, fact-checks and feature stories

Use newsletter A/B testing to test trust strategies

Explain the ways you tried to reach a source

Build transparency into investigative pieces

Transparency sidebars can be quick and easy

Use direct language

 

Engagement 

Make your contact information truly accessible

Focus on the audience members who *aren’t* yelling at you

Use social media profiles to communicate your trustworthiness

Use a survey to solicit questions and feedback

In negative feedback, look for opportunities  

Remind your audience news is more than politics and crime

Invite people into the newsroom

Explain why a story is being done and encourage audience participation

Create a “Contact Us” page

Ask for feedback regularly

Earn trust face to face, one on one

Share your humanity while reporting on protests

Invest in getting buy-in from your newsroom

Use research to persuade colleagues to invest in earning trust

 

Opinion coverage 

Explain who writes an editorial (and who doesn’t)

Explain where opinion content comes from

Explain that some journalists are biased on purpose

 

News literacy 

Help your audience navigate the news

Help your users be smarter news consumers

Take extra care when covering conspiracy theories (and tell your audience)

Tell your audience you won’t tolerate misinformation