Trust Tips 66: Show you’re part of your community during COVID-19

Published on May 13, 2020May 13, 2020 by Mollie Muchna | Reading Time: < 1 minute

When thinking about what it takes to build trust, it’s important to remember that trust involves feelings, not just facts. It involves affective trust, not just cognitive trust. You can’t simply persuade someone to trust you. They have to believe it. Think about who you trust. They are probably people you’ve had an opportunity to get to know and develop a relationship with, right? The same is true when it comes to trust in news organizations. People trust who and what they know and have relationships with. One part of building a relationship is getting to know each other. You can do this in conversations with your audience. (It’s important to invest in interactions.) You can also do this by sharing your brand’s values and stories, and by relating to what your community is feeling and going through.

Mollie Muchna

mollie@trustingnews.org | + posts

Project manager Mollie Muchna (she/her) has spent the last 10 years working in audience and engagement journalism in local newsrooms across the Southwest. She lives in Tucson, Arizona, where she is also an adjunct professor at the University of Arizona’s School of Journalism. She can be reached at mollie@trustingnews.org and on Twitter @molliemuchna.