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Trusting News Project 2017

Helping journalists earn news consumers’ trust How do people decide what news is trustworthy? And how can journalists influence what users consume and share? This site shares findings from the Trusting News project. Follow our current experiments in real time on our Medium publication.   When facing a mountain of mistrust, we want journalists to feel empowered, not hopeless. […]

Reading List

Here is a partial list of research, writing and projects that have informed the Trusting News project. First Draft News: Your guide to navigating the digital information ecosystems The Engagement Lab, an applied research and design lab dedicated to reimagining civic engagement for a digital culture Media Education Lab, working on improving  digital and media […]

DIY Worksheets

Use the worksheets below to engage your newsroom in conversations about how you can improve trust with your audience. Deploy your fans: Engage authentically:

Tell your story

DESCRIPTION: Invite users into your organization’s story. What are your values? What do you offer? Talk about the “why” of what you do, not just the everyday “what.” Make sure you know what user needs your organization meets.METRICS: Strategies in this category were assessed by the user response, both quantitatively (how many) and qualitatively (how valuable). Some were […]

Engage authentically

DESCRIPTION: Encourage conversation and interaction. Listen and respond. Invite people to get to know you. Participate in a way that feels natural to the user. Admit what you don’t know. Be human. METRICS: Strategies in this category were assessed by the user response, both quantitatively (how many) and qualitatively (how valuable).   Some of the newsrooms working […]

Key Findings

Across the strategies, successful posts anticipated users’ needs, moods and motivations. They were framed around what the organization could do for the user. Instead of shining a spotlight on yourself, highlight what users get from you. Don’t talk about how great your story is, talk about how you help users live their lives.They were about […]

Deploy your fans

DESCRIPTION: Specifically encourage sharing, as a part of healthy contributions to their social networks’ information diets. Invite users to make a relationship with you part of their social identity, and to join you in your mission to make the world better informed. METRICS: Watch for reactions and shares. Follow the shares (when they’re public) to […]

The Trusting News Team

Joy Mayer is a community engagement strategist based in Sarasota, Fla. Her work focuses on the continually evolving notion of audience engagement in journalism — how communicators can foster two-way conversations, collaborate with their communities and know who they’re serving and how well they’re doing it. She is a consulting fellow at the Reynolds Journalism […]