Research: Reflection key for journalists seeking to build trust

Published on December 3, 2024December 4, 2024 by Patrick Johnson | Reading Time: 4 minutes

Correction: An original version of this report incorrectly described an example from the Idaho Statesman newsroom. The example has been removed to more accurately reflect the Statesman’s participation, reflection and adjustment of their practices.

This post was written by research partner Patrick Johnson, an assistant professor of journalism and the director of student media at Marquette University, who received an internal grant from Marquette University to support this research and testing with newsrooms.

Last spring, Trusting News launched a program where newsrooms tested two new tools: our Transparency and Corrections Trust Kits.

These kits are self-guided training tools designed to help journalists go through a step-by-step process to get more transparent with their audiences, handle errors and build trust. Over several months, eight newsrooms  —  from community-focused outlets to regional papers — put these kits into practice, documenting their challenges, successes and lessons learned.

One of our goals with the project was to offer hands-on support to journalists as they worked to adopt some of our basic trust-building policies. However, the focus extended beyond supporting newsrooms; we wanted to look deeper at how journalists think about their work and what might help newsrooms implement strategies to build trust with their audience.

That’s where my role came in. While the Trusting News team offered one-on-one support and coaching to help newsrooms implement the strategies from one of these two Trust Kits, I gave the journalists weekly reflection prompts and analyzed what I heard.

What emerged was a powerful theme: trust-building in newsrooms starts with reflection. When journalists think critically about their decisions  —  why they make them and how they communicate them  —  they create stronger connections with their audiences and strengthen the foundation of their journalism.

First, thanks to these newsrooms

Thanks to these journalists and newsrooms for joining us for this project. Our work isn’t possible without mission-oriented newsrooms willing to test and experiment with trust-building strategies and approaches.

• Isaac Babcock, Oviedo Community News
• Ileana Martinez, Sunnyside Sun Media
• Sabrina Halvorson, AgNet Media
• Chadd Cripe, Idaho Statesman
• Erica Smith, Times Union
• Luella Brien, Four Points Press
• Cheryl Smith, Texas Metro News
• Althea Billings, KBOO Community Radio

Here’s what we learned  —  and how this approach can help your newsroom.

How reflection makes a difference

Metacognition is a fancy way of saying “pay attention to how you think.” For journalists, it means recognizing biases, questioning assumptions and taking deliberate steps to improve. When newsrooms build reflection into their workflows, they were able to be more thoughtful about their processes and then share that accountability with their audiences.

But recognizing a problem is only part of the equation. The next step is taking action. That’s where self-regulation comes in. At Texas Metro News, this pillar came into play when a reader pointed out a factual error on social media. The reporter’s first reaction? Defensiveness. But instead of doubling down, they reflected on the feedback, took responsibility, and issued a correction. That moment of pause turned what could have been a negative interaction into an opportunity to build trust.

Adjusting to what audiences need

Reflection isn’t just about fixing mistakes  —  it’s also about learning how to serve your audience better. Newsrooms like AgNet Media and KBOO Community Radio used the Trust Kits to rethink how they engage with their communities. AgNet started using audience feedback tools to gauge whether their transparency efforts resonated. When the results revealed gaps, they adjusted their approach to explain editorial decisions more clearly.

This kind of adaptability is another critical aspect of metacognition. Transparency isn’t a one-size-fits-all solution; it has to meet your audience where they are. Whether it’s highlighting corrections more prominently, like at Oviedo Community News, or overhauling workflows to ensure transparency is part of the publishing process, the goal is to build practices that reflect your community’s priorities.

Opportunities for newsrooms

The reflections also showed areas where newsrooms could continue growing. One of the biggest opportunities? Leveraging institutional memory. Very few participants discussed how their teams learn from past successes and failures. Tools like corrections logs or internal case studies could help newsrooms identify patterns, avoid repeated mistakes, and sustain improvement over time.

Another underutilized skill was prioritization — deciding which transparency efforts matter most. Let’s face it: no newsroom has unlimited resources. Knowing where to focus energy and attention is critical. The Sunnyside Sun reflected on this, recognizing that not every mistake needs public acknowledgment and that not every decision requires an in-depth explanation. Prioritizing what matters most to your audience is integral to building trust effectively and sustainably.

What this means for your newsroom

The biggest takeaway from this project? Transparency and accountability don’t just happen. They require intention. They start with journalists willing to ask themselves tough questions about their work and adapt to what they learn.

Here are a few ways you can bring metacognition into your newsroom:

• Ask reflective questions: Before publishing a story, pause to ask: Does this framing reflect the full picture? Have we been transparent about how we gathered this information? For more reflection questions, check out our Transparency Trust Kit or our Anti-Polarization Checklist: a checklist that walks you through reflection questions to ensure your story isn’t unintentionally polarizing.
• Learn from your corrections: Keep a log of mistakes and how you addressed them. Over time, you’ll see patterns that can help improve your workflow and decision-making. And ultimately, you might see gaps in how different people in the newsroom handle corrections. Our Corrections Trust Kit has more guidance on how to spot patterns and build new workflows and policies.
• Listen to your audience: Engage your community directly. What do they want to know about your reporting process? What would make them trust your work more? Use their feedback to guide your practices. For more guidance on how to do this, check out our Listening Trust Kit.
• Collaborate on reflection: Build reflection into team meetings. Share challenges, successes, and ideas for improvement. The more open your newsroom is about these conversations, the stronger your culture of trust will be.

Building trust starts within

Transparency and accountability are the cornerstones of audience trust, but they don’t happen automatically. They start with how journalists think about their work  —  and their willingness to adapt when things don’t go as planned.

At Trusting News, we’ve seen how even small mindset shifts can make a big difference. By pausing to reflect, newsrooms can create more vigorous, transparent, and accountable journalism that connects with their audiences. That’s what metacognition is all about: thinking about your thinking so that you can do better next time.

Ready to dive deeper? Explore our Trust Kits or contact our team to learn how reflection can transform your newsroom.