How Any Journalist Can Earn Trust

Suggested donation: $15.00

Start Anytime

How Any Journalist Can Earn Trust

In this self-directed course, you’ll learn what news audiences don’t understand about how journalism works and look for opportunities to demonstrate credibility by explaining news processes, coverage goals and journalism ethics.

Overview

  • Complete this online course on your own time, from wherever you are. It is 100% remote.
  • Engage in interactive lessons, including video recordings, case studies, research and assignments.
  • Learn from members of the Trusting News team.

Suggested donation: $15.00

Suggested donation: $15.00

SKU: NUSDT02-21 Category: Tag:

Learning Outcomes

  • Identify what news consumers think about your coverage why it’s important to employ trust building strategies
  • Express what other news organizations do to build trust in their work
  • Analyze your own content to locate areas for improving trust with your community
  • Discuss trust building strategies that you can leverage
  • Create a plan to incorporate trust building strategies in the work you publish

Suggested donation: $15.00

Suggested donation: $15.00

Overview

  • Complete this online course on your own time, from wherever you are. It is 100% remote.
  • Engage in interactive lessons, including video recordings, case studies, research and assignments.
  • Learn from members of the Trusting News team.

Training five or more people?
Check out our custom training.

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.

This self-directed online course will help you understand mistrust and gain a better understanding of what trust in news looks like in the U.S. It will also provide you with tips and tools to be more transparent, more engaged and more open with your users by encouraging you to:

  1. Be part of the conversation. In the partisan world we live in, you know you will likely receive criticisms and accusations about your news coverage. Are you ready to respond? More importantly, are you prepared to engage with your audience by asking and listening to their feedback?
  1. Correct the misunderstandings that drive some attitudes toward journalism. Most non-journalists don’t know how journalists do their jobs. And why should they? We historically haven’t done a great job of explaining it. Learn how to correct misassumptions about journalism while building trust in your work.
  1. Tell your own story. You’re part of “the media” but don’t need to let that define you. Trust in “the media” is low and in some cases, there may be good reasons for that. But, you’re part of “the media” too, right? And you produce honest, ethical, trustworthy content, right? Learn how to differentiate your journalism from the rest and build trust in the process.
  1. Get credit for ethics and fairness behind your news coverage. As a journalist, you know how hard you work to be fair and ethical, but do your users? Probably not. Learn how you can discuss your ethics and fairness with your users.
  1. Retain subscriptions and thrive financially. Journalism costs money. We know that, but do our users? Do they know why supporting you is important to the communities you serve? Talking about your value is an important way to build trust.

Questions?

If you need assistance, email us at info@poynter.org.

Once you enroll in this course, you can start anytime and engage with lessons on your own schedule. There are 10 modules to complete:

  1. Perceptions of news
  2. Tell your audience who you are
  3. Explain your ethics and values
  4. Transparency: Why it’s important and how to do it day-to-day
  5. Transparency: Building trust into beats
  6. Engaging with your audience
  7. Separate opinion content from news
  8. Connecting revenue to trust
  9. Build trust by helping people navigate the news
  10. Next steps

 

Who should apply

This program is for any journalist who wants their community to value their journalism, see their work as a reliable resource and a fair provider of information and a reflection of community priorities. This includes reporters, editors, producers and news managers.

Cost

This 10-module self-directed course is free, thanks to support from The Knight Foundation.

Instructors

Faculty

  • Joy Mayer
    Joy Mayer
    Director, Trusting News
    Joy Mayer is the director of Trusting News, a project that trains journalists to demonstrate credibility and earn trust in their day-to-day work. She is an...
    Read More
  • Lynn Walsh
    Assistant director, Trusting News
    Lynn Walsh is an Emmy award-winning journalist who has worked in investigative journalism at the national level and locally in California, Ohio, Texas and Florida....
    Read More

Thank you to our training partner:


Thank you to our sponsor: