Remind your community about your mission and purpose. Tell them you work on behalf of the public. Use specific language and strong words, like watchdog and investigation, rather than hoping those concepts are clear.

Newsy Native Americans
627 likes on a comment! Look for opportunities to explain your process, especially when you see commenters asking questions about it. This comment shows a thoughtfulness behind word choices that not all news consumers would assume journalists have. This example also shows the value of staying involved in the conversations we host and participating in them.

Newsy Trump coverage

Look for chances to tie individual coverage to your organization’s mission. In this case, Newsy didn’t just share a fact check. They used the words “fact check” to make sure the point came across, and they reinforced their core principles.

Ogden behind the scenes pornography
With big stories, take time to introduce the staff behind the scenes. Use it as an opportunity to explain why you did a story, what questions you set out to answer and how it came together.
WCPO addiction story
WCPO highlighted their commitment to their community in a Facebook post when they shared a link to a story about heroin addiction. They focused on how this particular story is one of hope.