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Trusting News Lunch & Learn


Lynn Walsh from Trusting News discusses how you can build trust with your TV audience by adding language that encourages audience engagement and explanations about newsroom decisions. New research shows audiences are more likely to trust an on-air product if they understand why you’re covering a story. Read more about the research here.

Mike Canan from WCPO (the newsroom involved in the research) also shares how implementing this type of reporting works in a fast-paced news environment.

Additional resources:

A Trusting News analysis: What news consumers say they trust

How to build trust with your TV news audience

An overview of the most recent research on trust elements in TV stories

Watch a news segment without, then with, trust language: 

 

Research-based suggestions about trust when it comes to coronavirus coverage

Examples of how newsrooms have built trust with their stories and on social media

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