Bonus: How can news organizations earn back the public’s trust?
Welcome to a special episode of On Assignment, where we explore journalism’s biggest questions and boldest challenges. Guest hosted by Jane Swisshelm, and today we’re asking: How can news organizations earn back the public’s trust?
In a time of rampant misinformation, political polarization, and digital noise, trust in the media is at a critical low. But there are real, research-backed strategies that newsrooms are using right now to rebuild that connection with the public.
We dive into:
- How transparency — like showing how stories are reported — boosts credibility.
- The power of “explain your process” tools and Trust Indicators.
- Why engagement and listening to communities fosters stronger relationships.
- The importance of accuracy, fairness, and authentically showing up in local news.
- And how “care” in journalism may be the next frontier in building lasting trust.
With insights from the Center for Media Engagement, The Trust Project, Trusting News, ICFJ, the American Press Institute, and the Reuters Institute, this episode is packed with practical ideas for how journalism can not only survive — but thrive — by earning back your trust.
Creators and Guests
Guest
Jane Swisshelm
Jane Swisshelm is an analyst and commentator specializing in how trust is built, maintained, and — all too often — lost within news organizations. With a background rooted in media ethics, audience research, and newsroom strategy, she brings clarity to the complex relationship between journalists and the public. Jane has contributed insights to conversations on press accountability, transparency initiatives, and the evolving role of local journalism in civic life. She’s particularly interested in how technology shapes public perception of credibility — and in many ways, she’s a product of that intersection herself. Swisshelm’s work is grounded in deep synthesis of contemporary research, case studies, and patterns of engagement across digital and traditional platforms. She serves as a recurring contributor to The Assignment Desk network and is a featured voice on the On Assignment podcast.