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.
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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.
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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.
Sept. 10: Earn trust in your election coverage. Election SOS will be joining Trusting News as they look at basic things journalists should be explaining about their journalism. 1-2 p.m. EST, Sept. 10. Register here.
Sept. 12: Bring your receipts, explaining your reporting process. This training will walk journalists through how to bring reporting receipts by both explaining how and why you stand for facts, and by showing how you consistently source information and stories. 1–2 p.m. EST, Sept. 12. Register here.
Sept. 19. Online News Association Conference, Atlanta. “What Does the Public Think of How You Will (and Won’t) Use AI?”: Join this session to learn how exactly to do so in a way that builds trust, demonstrates ethics and models responsible use of AI for your community. 10:30-11:30 a.m. EST. Register here.
Sept. 24: Local Media Association Fest, Chicago. “Effective AI Policies and Community Feedback Strategies for Newsrooms”: Discover how to disclose your AI use effectively, ensuring you build trust, uphold ethical standards, and model responsible AI use for your community. 11-11:45. Register here.
Sept. 25: Local Media Association Fest, Chicago. “AI in Action — Innovative Ideas for Media Companies”: Discover how artificial intelligence can revolutionize your sales, news, and operational strategies with innovative ideas and practical solutions. 10:30-11:15. Register here.
Sept. 25: How the press is harnessing new technology. This panel will discuss how AI influences audience trust, how newsrooms can incorporate AI in a way that maintains trust and credibility, and how AI might challenge our perceptions of who and what the press is. 1-2 p.m. EST. Register here.
How the Press is Harnessing New Technology
How the Press is Harnessing New Technology
Oct. 3: Avoiding polarization when reporting on hot-button issues. In this training, you’ll learn strategies for how to cover hot-button issues without alienating or overgeneralizing segments of your community. We’ll be joined by John Diedrich at the Milwaukee Journal Sentinel, who will share his fresh approach to his award-winning series on guns. 1–2 p.m. EST, Oct. 3. Register here.
Oct. 3: Bonn Institute’s b° future festival, Bonn, Germany. “How to talk to your audience about technology and AI use and build trust”: Explore how engaging with your audience and addressing their questions about AI can enhance transparency and credibility. Time TBA. Register here.
Oct. 17: Lightning round tips for Election Day. This webinar is focused on efficient, accessible ideas journalists can implement right away to build trust with their election coverage, with a checklist to use on Election Day. 1–2 p.m. EST, Oct. 17. Register here.