Trusting News:

Helping journalists earn news consumers’ trust


Follow along as we demystify trust in news and empower journalists to demonstrate credibility and actively earn trust.

Journalists, we have to stop assuming people understand the mission, ethics and processes behind our work. We can’t let ourselves get lumped in with perceptions of “the media.” Instead, we need to actively work to earn trust from our communities by telling them why we’re worthy of their time, trust and support. 

At Trusting News, we identify things news audiences don’t understand about how journalism works and use engagement and transparency strategies to rebuild trust. We look for opportunities to demonstrate credibility by explaining news processes, coverage goals and journalism ethics.

Start earning trust

Not sure where to begin? See how we can help your newsroom take steps to earn your users’ trust.

Trust 101 course

Develop a customized plan for earning trust in your own work. Learn more.

Trust Tips newsletter

Sign up to receive a weekly trust tip in your inbox, and see what we’ve written about so far.

NewsU course

Register for our self-directed Poynter course that covers the basics of  how journalists can better earn trust.


New! Trust Kits for Educators

Educator Trust Kits have all the materials and assignments instructors and educators need to help teach students how to demonstrate their credibility and combat misinformation.    

Learn more and see the kits here

Self-guided tools: Welcome to Trust Kits   

Trust Kits are a new tool that helps journalists earn trust through step-by-step guides. Each kit breaks down big trust-building strategies into actionable steps so you can start being more transparent with your audience and be seen as a credible new source.

Learn more and see the full list of kits here

Dimensions of Difference guide 

This new guide is designed to support newsrooms in creating better, more reflective content by helping journalists identify, understand and talk about their own differences internally. 

Learn more and see the full guide here.