The news industry faces a crisis of trust.
Trusting News is helping solve it.
Thriving communities need access to information they find credible, a public square for deliberation, and news coverage that fuels curiosity and empathy.
But people aren’t getting what they need from the news. Many people feel left out of and disrespected by news coverage and don’t trust journalists to inform them or to facilitate conversations. They’re also unprepared to navigate a chaotic media environment and separate responsible journalism from misinformation.
We’ve been equipping newsrooms to demonstrate credibility and actively earn trust since 2016.
We stand in the trust gap between newsrooms and the communities they aim to serve, helping them understand each other. With research-backed, newsroom-tested strategies, we empower journalists to build a better relationship with the people they aim to serve. Whether you’re leading a newsroom, producing a newsletter or out on the streets reporting, you can take responsibility for earning trust. Here’s what that involves.
Transparency.
There’s plenty of irresponsibly produced information out there. We help journalists show their work is worthy of trust by sharing details about their mission, ethics and decision-making in day-to-day coverage.
Engagement.
Consuming the news can be exhausting and demoralizing. We help journalists understand what leads to distrust in the news so they can correct the record about their integrity and build relationships with new audiences.
Humility.
Distrust happens when journalists fail to represent the values, views and experiences of parts of their community. We help journalists see how their own lens on the world shows up in their work and what to do about it.
Get started.
Trust Tips newsletter
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Trust Kits
These step-by-step guides for journalists and educators break down big trust-building strategies into concrete tasks.
Training & Resources
Find out how Trusting News can help you, whether you want quick support on a specific topic or customized training for your newsroom.
Stay in touch
Connect with us on LinkedIn or X (formerly Twitter). Contact our team with questions or feedback. Share how your newsroom is working to earn trust and demonstrate credibility.
We know it works.
Our strategies are research-backed, then tested and refined by journalists in a diverse network of newsrooms. See highlights from our research, and hear from some of those newsrooms about the impact of our work.
Read our recent posts
Use in-story surveys to measure trust
We know it can be challenging to gather efficient, ongoing feedback about perceptions of your work and your efforts to earn trust. Here’s one idea for how you can.
Explain the relevance of national issues (and invite people’s input)
3 ways to turn the bombardment of news updates from DC into helpful information for your community
Reflections from journalists: What we learned talking about news avoidance and LGBTQ+ coverage
For this research project, seven journalists spent the last two months interviewing people about news avoidance and LGBTQ+ issues.
Upcoming events, training opportunities
Sign up for our Trust Tips newsletter to be alerted to opportunities to hear from our team. Find more information about our trainings and resources here.
- New research: What audiences want to know about journalists’ use of AI. 1-2 p.m. ET, Tuesday, July 31. Register here.