Journalism has a trust problem. Let’s start solving it.
The public’s trust in news media keeps declining. It’s time for journalists to get to work.
Since 2016, we’ve been learning (alongside our partner newsrooms) about simple steps journalists can take to build trust. We can explain why we’re worthy of the public’s time, attention and support. We can get on the record about our mission, ethics and decision-making processes. We can listen with humility to better understand how people see our coverage and what they need from us.
Trust Kits offer step-by-step guides for journalists ready to demonstrate credibility and actively earn trust.
These kits have everything you need to start explaining the parts of journalism we know news consumers are most curious (and most uninformed) about. Each Trust 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 news source.
Start exploring by selecting any of the bolded topics below.
We’ll be continually updating and adding to this list of Trust Kits. Sign up for our Trust Tips newsletter to be get alerted when new kits publish. If you run into questions or are finding your self needing help, reach out to our team on Twitter or via email.
FREE, LIVE TRAINING: If you’re wanting more guidance and want to hear more on how newsrooms are doing this work, join us for a series of free mini trainings around these trust building blocks. The next one “How to add transparency into daily coverage” will be at 2 p.m. Thursday, June 15.
Listening to reach new audiences
Asking for audience input
Who are journalists?
Ethics and Fairness
Make your ethics public
Reporter mission statements
Checking for bias and polarization
Create a strong “About us” page
How News Works
Earning trust with sources
Navigating the news
Funding and ownership
Labeling opinion content
Rethinking crime coverage
Build trust on-air
Build trust with products
Getting buy-in for trust work
Earning trust in any role