The Jefferson City News Tribune demonstrated balance while covering the anniversary of President Donald Trump’s inauguration, which was marked with protests and support. Here is what their front page looked like on Jan. 21, a day protestors and supporters alike took the streets to express themselves. They emphasized the intent behind the approach when sharing the front page on Facebook.

The Jefferson City News Tribune used an editor’s note at the top of stories to show balance. The note said, “The Jefferson City community has been facing the complex topics of diversity and racism for several months, and we’ve been reporting on those discussions as they happen. Today’s story focuses on the efforts of local faith leaders to identify goals and action steps to heal racial issues they see in the community. We’ve also heard from city leaders, school district officials, teachers, concerned parents and Jefferson City Public Schools alumni. For a look at all of the voices who have contributed to this discussion, view additional coverage at newstribune.com/diversity.”
In an effort to be more transparent with its users, the Jefferson City News Tribune, wrote a column about how the editorial page works. In the column they discuss their mission as a news organization, explain that the editorial page is made up of people's opinions not news and then talk about how the page works. They explain that they are an independent paper that tends to lean conservative but they still look to include other views different than their own. They also embedded their user feedback form at the bottom of the article.
In an effort to be more transparent with its users, the Jefferson City News Tribune, wrote a column about how the editorial page works. In the column they discuss their mission as a news organization, explain that the editorial page is made up of people’s opinions not news and then talk about how the page works. They explain that they are an independent paper that tends to lean conservative but they still look to include other views different than their own. They also embedded their user feedback form at the bottom of the article.
When two opposing groups held rallies on the same day, the Jefferson City News Tribune took the opportunity to show users how they try to be balanced in their reporting. They published two articles (one about each rally) and then added a note at the top of each story linking to the story about the opposing rally. The analytics showed people were navigating to the stories from the link on the opposing story, in some cases.
When two opposing groups held rallies on the same day, the Jefferson City News Tribune took the opportunity to show users how they try to be balanced in their reporting. They published two articles (one about each rally) and then added a note at the top of each story linking to the story about the opposing rally. The analytics showed people were navigating to the stories from the link on the opposing story, in some cases.
The Jefferson City News Tribune used a pull-out box to highlight the variety of coverage and different perspectives included in their stories about an issue. The news organization addressed that the story was about an issue people have mixed feelings about. They then explained what the current article was going to highlight and focus on and then linked to stories that provided a different perspective. They also linked to opinion pieces about the topic.
The Jefferson City News Tribune used a pull-out box to highlight the variety of coverage and different perspectives included in their stories about an issue. The news organization addressed that the story was about an issue people have mixed feelings about. They then explained what the current article was going to highlight and focus on and then linked to stories that provided a different perspective. They also linked to opinion pieces about the topic.
The Jefferson City News Tribune created story pages for some of their bigger stories that provided a summary of the issue and then links to the previous stories written. In addition to a well-written summary of the issue, the news organization highlighted how "balanced and accurate reporting" was a priority for them and that creating a page like this, a one-stop shop with story links for big issues, is one way they are working to provide a full view of the issues.
The Jefferson City News Tribune created story pages for some of their bigger stories that provided a summary of the issue and then links to the previous stories written. In addition to a well-written summary of the issue, the news organization highlighted how “balanced and accurate reporting” was a priority for them and that creating a page like this, a one-stop shop with story links for big issues, is one way they are working to provide a full view of the issues.
The Jefferson City News Tribune remembered a city employee who died by posting about her death on their Facebook page. The news organization found it was an easy way to highlight previous coverage featuring this individual and show their local ties to the community.
The Jefferson City News Tribune remembered a city employee who died by posting about her death on their Facebook page. The news organization found it was an easy way to highlight previous coverage featuring this individual and show their local ties to the community.
The Jefferson City News Tribune decided to tackle "fake news" rhetoric head-on. They published a simple message on Facebook: "We hate fake news, too." In the post, they also linked to their "about us" page on their website and asked for feedback using a Google Form.
The Jefferson City News Tribune decided to tackle “fake news” rhetoric head-on. They published a simple message on Facebook: “We hate fake news, too.” In the post, they also linked to their “about us” page on their website and asked for feedback using a Google Form.
The Jefferson City News Tribune wrote about an award their news team won and shared the post on Facebook. "When Jefferson City wins, so do we," it read. The post then discussed one of the stories the news organization won an award for which was a photograph of a local baseball team's victory. The newspaper also congratulated the journalists and recognized the baseball team in the post.
The Jefferson City News Tribune wrote about an award their news team won and shared the post on Facebook. “When Jefferson City wins, so do we,” it read. The post then discussed one of the stories the news organization won an award for which was a photograph of a local baseball team’s victory. The newspaper also congratulated the journalists and recognized the baseball team in the post.
While covering a local political story that was divisive in the community, the Jefferson City News Tribune decided to write about their approach to covering the issue. On their website they published a column explaining the news decisions they made and how they incorporated coverage from national news organizations. Their goal was to explain to users that they were making news coverage decisions with the public in mind. They said they received positive and negative feedback, with one individual saying the column motivated them to reach out to the newsroom.
While covering a local political story that was divisive in the community, the Jefferson City News Tribune decided to write about their approach to covering the issue. On their website, they published a column explaining the news decisions they made and how they incorporated coverage from national news organizations. Their goal was to explain to users that they were making news coverage decisions with the public in mind. They said they received positive and negative feedback, with one individual saying the column motivated them to reach out to the newsroom.
The Jefferson City News Tribune wrote about an award their news team won and shared the post on Twitter. "When Jefferson City wins, so do we," it read. The post then discussed one of the stories the news organization won an award for which was a photograph of a local baseball team's victory. The newspaper also congratulated the journalists and recognized the baseball team in the post.
The Jefferson City News Tribune wrote about an award their news team won and shared the post on Twitter. “When Jefferson City wins, so do we,” it read. The post then discussed one of the stories the news organization won an award for which was a photograph of a local baseball team’s victory. The newspaper also congratulated the journalists and recognized the baseball team in the post.
Screenshot from a Jefferson City News Tribune online story, showing the reporter's contact information at the end of the text.
The Jefferson City News Tribune added a line at the bottom of stories to provide users with one more reminder that they want feedback and providing it is as easy as sending an email. At this news organization, the email address is already listed online and in print, but they wanted to add it to one more location so users saw it one more time.
Screenshot showing invitation details for Jefferson City's Coffee with the Editor event
The Jefferson City News Tribune took their monthly “Coffee with the Editor” event to a local high school during parent-teacher conferences. This helped them reach a different audience than they normally do: parents, teachers and students. The also passed out information about how to contact the newsroom online, on social media, by email, etc.
Screenshot from the News Tribune's Facebook page, showing a post that asked readers: "What questions do you have about Gov. Eric Greitens' indictment? Tell us in a comment, and we'll do our best to answer them."
The Jefferson City News Tribune was covering a complicated political story that was changing quickly. While doing so, they asked their audience what questions they had about the story and attempted to answer them in real time.
Behind-the-scenes roles like designers and editors aren't in the public eye as much as reporters--but you can still highlight the many skilled staffers who keep your news operation running. The Jefferson City News Tribune did just that by announcing the promotion of their design editor and sharing her credentials in a link.
Behind-the-scenes roles like designers and editors aren’t in the public eye as much as reporters–but you can still highlight the many skilled staffers who keep your news operation running. The Jefferson City News Tribune did just that by announcing the promotion of their design editor and sharing her credentials in a link.
If your staffers are comfortable with it, take the time to show who they are outside of work. A photo of a Jefferson City News Tribune reporter playing in the community band generated positive responses. Posts like these remind readers that you are real people (not "the media") and that you're their neighbors.
If your staffers are comfortable with it, take the time to show who they are outside of work. A photo of a Jefferson City News Tribune reporter playing in the community band generated positive responses. Posts like these remind readers that you are real people (not “the media”) and that you’re their neighbors.
Screenshot showing the Facebook invitation for the Jefferson City News Tribune's monthly "Coffee with the editor" events.
The Jefferson City News Tribune meets their community in coffee shops. The newsroom holds the meetings monthly with the editor and invites reporters to participate as well. They spend time answering questions and getting to know community members. They also make sure to pass out information about how the community can get in touch with them over the phone, on social media or by email.