Here’s the public’s wish list for trust. Let’s get busy.

Published on June 24, 2025June 23, 2025 by Joy Mayer | Reading Time: 5 minutes

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Each year, the Reuters Digital News Report offers a snapshot of audience needs and consumption around the globe. It’s a goldmine of insights for nerds like us, and we’re always happy to share highlights with busy working journalists.

This year’s came out last week, and it has plenty for journalists to consider. One key fact I’ve heard being discussed a lot: Social media is now the top way Americans get news, having surpassed TV. Journalists can feel all kinds of ways about that, but none of the feelings change the reality of the information landscape we are now operating in.

Here’s something else from the research that stands out to me about attitudes toward the news: When people are asked about the best source for local information — even about a topic like local government — local TV ranks first, but more people choose social media than local newspaper or local radio. And for information about local activities and culture, social media tops even TV. 

Remember: Journalists don’t get to decide if what they’re offering is useful and relevant. The public decides for themselves.

A respite in the report, though, were some useful action steps. Research participants offered four things journalists can do to increase trust: Impartiality, accuracy and truth telling, transparency and better reporting.

Now, for each one of these, you might be tempted to say “but we’re already doing that!”. And our team’s response will be: If the audience isn’t noticing, then you’re not doing it enough. The goal is to make these things so routine that it’s ingrained in the public’s perception of your work. And that requires being obvious (not subtle) and repetitive. 

Also remember: We could all point to things done in the name of journalism that do not live up to these standards. Rather than be annoyed that the public is skeptical, let’s reward their skepticism with information about why our own work is credible.

4 things the public says they want from journalists

1. Impartiality

From the report: The most frequently mentioned audience complaint relates to the perception that news media push their own agenda rather than presenting evidence in a balanced way. Many respondents say that journalists need to leave their personal feelings at the door. Avoiding loaded or sensationalist language was a repeated theme.

People do not believe journalists try to be fair, balanced or impartial — or do not agree that what we are offering meets those standards. This is their experience, and our defensiveness will not change that. They fundamentally don’t see in our work what we are trying to communicate.

TRY THIS: Start by talking about it in the newsroom, around specific coverage. Ask what the perception of the coverage might be by people who see the world in diverse ways. Don’t focus on extremes — the people who are unlikely ever to trust you. Think about more nuanced views. What feedback might you get?

Then think about what you could make visible. If a skeptical news consumer sat alongside a reporter to scrutinize their process, what evidence of fairness do you hope they would find? How could you back up your impartiality with receipts? Identify those elements of your work, then talk about them with the audience.

RESOURCES:

>> Our Trust Kits around Ethics, Sourcing and Explaining Coverage are good places to start, and the Transparency Trust Kit shows you how to get explanations into your daily reporting.

>> If you’re ready to talk internally about how your staff’s own values, assumptions and biases show up in your work, check out our Dimensions of Difference guide, and feel free to get in touch with me.

2. Accuracy and truth telling

From the report: Audiences would like journalists to focus on the facts, avoid speculation and hearsay, and to verify and fact-check stories before publishing.

WE KNOW … This is what you do! But plenty of people don’t believe journalists value accuracy highly enough. They don’t believe we correct errors. And plenty of people in the Reuters research, when asked about misinformation, see journalists as more of a threat than a help. 

We also know it’s easy to find evidence of people who do not seem to care about facts. But in this study, 73% of US respondents said that when it comes to online news, they are concerned about their ability to tell what’s true from what’s false.

TRY THIS: Explain how you know what you know, what sources YOU trust for information and how hard you work to get things right. Help people navigate the news by being a useful news literacy resource.

RESOURCES:

>> Explain your sourcing, and your corrections policy.

>> Our News Literacy Trust Kit has a lot of ideas for equipping people to make smart, healthy news decisions.

>> Our AI Trust Kit has language for suggested disclosures, based on research about what the public is uninformed, wary or curious about.

3. Transparency

From the report: Respondents would like to see more evidence for claims, including fuller disclosure of sources, and better transparency over funding and conflicts of interest. More prominent corrections when publications get things wrong would be appreciated, along with clearer and more distinct labelling around news and opinion.

(Is this thing on?) We’ll try not to repeat ourselves here. But even if you dip your toe into this — heck, even if you’re a newsroom that’s been working with us for years on this — the reality is that the audience needs more. 

TRY THIS: Get on the record about your integrity, ethics and processes, then connect that evidence to your daily coverage. And within your stories, always be asking what you wish people knew about how you operate.

RESOURCES:

>> In addition to the Trust Kits linked above, check out the one on Funding and Ownership and the one on how Opinion coverage is labeled and explained.

4. Better reporting

From the report: Respondents wanted journalists to spend their time investigating powerful people and providing depth rather than chasing algorithms for clicks. Employing more beat reporters who were true specialists in their field was another suggestion for improving trust.

Okay, deep breaths. 

You very well might be offering what people say they want. But remember that most people see a small portion of your coverage. Newsrooms could do a much better job sharing their big picture — the range of coverage they can be counted on to provide — and using clear language to explain that. What if your newsletter or social post included language like: “We know keeping an eye on how powerful people are acting on the public’s behalf is important to you, so our team spent time this week asking xyz. Here’s the story.”

But you might only THINK you’re offering what people want. As an industry, we would benefit from a lot more curiosity about how well we’re performing our public service and understanding why people in your community might avoid the news. 

And it’s worth saying that newsroom staffs are shrinking, and coverage is decreasing. Communities notice that, and newsrooms are often afraid to acknowledge it’s happening. 

TRY THIS: Please show up with humility to feedback and conversations about your team’s reporting. When you hear that the public wants things you’re already offering, help them find it. Double down on making it easier for people to navigate your products in general. And when you hear that the public wants things you’re NOT offering, see if you can explain why — and maybe even guide them to other outlets’ coverage.

RESOURCES:

>> One of our favorite ways for newsrooms to explain their coverage goals is a simple FAQ. If people think you’re chasing clicks with your crime coverage, create an FAQ about crime coverage. If they think your political coverage is biased, try an FAQ. Here’s a step-by-step guide. And if you’re not sure what questions to answer, here’s how to find out.

>> This post about how to ask for subscriptions or donations includes a lot of fantastic examples of newsrooms telling the story of their values and the value they offer.

Impartiality. Accuracy and truth telling. Transparency. Good reporting. Let’s get busy closing the gap between what the public wants and what they see in our work.