This webinar series will focus on how journalists can actively earn news consumers’ trust. Joy Mayer, founder and director of Trusting News will show you how you can implement trust-building strategies in your organization.
Trusting News is a project of RJI and API launched in 2016. Since then, Trusting News staff has been working with news organizations to help them understand distrust, employ audience feedback strategies and demonstrate credibility.
Course learning outcomes
By the end of this course, you will learn:
- How people decide what news to trust
- What decisions you can make as a journalist that will invite people to see your work as credible
- How to build trust through transparency and help your audience better understand the news overall
- Questions, tools and evidence-based strategies to actively demonstrate credibility and earn trust
- Insight to fundamental questions related to the future of the industry
Who should take this course?
- Newsroom journalists, editors and cross-functional team members on any level
- Journalists that want to do something about the problem of mistrust in news
Invite Your Audience to Know Your Mission and Motivation
Wednesday, Aug. 21, 2019, at 12 p.m. Eastern
The values and purpose that drive your work can play a key role in earning trust. See how telling a better story about journalism can build loyalty and help your organization survive.
Describe Your Journalistic Ethics and Decision-Making
Wednesday, Oct. 16, 2019, at 12 p.m. Eastern
The decisions you make every day can enhance perceptions of your credibility — if your audience knows about them. Get sample language and templates to educate your audience about your processes.
Earning audience trust with coronavirus coverage
Wednesday, April 8, 2020, at 12 p.m. Eastern
When accusations fly about the motivations, ethics and decisions behind your coverage of the coronavirus, how can you respond? In this webinar, we’ll look at the assumptions your audience makes about what drives your reporting decisions. Then we’ll talk about what steps you can take to describe your thoughtful decision-making and get credit for your public service mission.
Building trust with election coverage
Wednesday, May 13, 2020, at 12 p.m. Eastern
How can local and regional newsrooms make their mission and ethics clear while covering elections — especially in a climate that’s dominated by cable news? Get ideas for demonstrating your integrity and credibility alongside your day-to-day election stories.
Learning from user feedback
Wednesday, June 10, 2020, at 12 p.m. Eastern
What does your community really think of your work? The answer will determine what’s most important in your efforts to demonstrate credibility and earn trust. Let’s talk about how you solicit feedback — and what you do with what you learn.
Joy Mayer founded Trusting News in 2016 after a 20-year career in newsrooms and teaching. She spent 12 years at the Missouri School of Journalism, where she created an audience engagement curriculum and a community outreach team in the newsroom of the Columbia Missourian and also taught web design and print design. In addition to serving as the director of Trusting News, she is an adjunct faculty member at The Poynter Institute and the community manager for Gather, a platform to support engaged journalists.
The John S. and James L. Knight Foundation is an American non-profit foundation dedicated to fostering “informed and engaged communities” which the foundation believes are “essential for a healthy democracy.”