Our public relations agency employs several former news journalists, and between all of us, we have about 50 years of combined media experience. We’ve seen our fair share of breaking news and developing investigative stories and know the ins and outs of fostering relationships with community leaders and sources.
This skillset offers us a unique perspective into pitching truthful, newsworthy stories while employing tactics of effective storytelling to get a brand message across. But the times are a’changing.
Newsrooms across the U.S. are in a constant state of evolution—thanks to the rise of digital news, video-driven storytelling and the never-ending game of musical chairs as journalists hop from market to market.
Gone are the days of clacking typewriters and cigarette smoke curling through the air. Now, it’s all about screens: computer screens, phone screens, data screens, all of which are occasionally interrupted by the comforting gurgle of a coffee pod machine. But one thing remains unchanged: the relentless pursuit of truth.
While the tools and trends have shifted, the most essential part of a newsroom has not: trust. In an industry built on communications, public relations, and fast-moving digital news cycles, trust between coworkers and sources is the glue that holds it all together. Now, more than ever, a journalist’s credibility is directly tied to online reputation management, making maintaining strong newsroom relationships even more important than ever.
So, how can trust be earned and vital relationships built amid all this change? We asked working news professionals, consulted experts in the marketing agency world, and took a deep dive into Reuters’ 2024 Digital News Report to bring you this blog post.
Top 5 Ways to Strengthen Trust in the Modern Newsroom
- Communication & Honesty
Ask any seasoned journalist, and they’ll tell you that trust in a newsroom isn’t built on catchy headlines or perfect scripts. It’s built on people who do what they say and say what they mean. When words align with actions (and honesty isn’t just a suggestion but the standard), coworkers take notice.
In an industry where deadlines are tight and stress levels are high, no one has time for empty promises or newsroom politics. The real MVPs are the ones who show up, follow through, and own their work—because at the end of the day, trust isn’t given, it’s earned.
“Be consistent with your words and actions,” Melony Nagel, an executive news producer for 20 years, suggests. “Being dependable and honest is really important for people in the newsroom, so we all know you’ll do what you say you’re going to do.”
2. Accountability
In a fast-paced newsroom, accountability isn’t just a buzzword – it’s a survival skill. With stories moving at lightning speed, owning up to decisions (good or bad) earns respect faster than a fresh cup of coffee on a Monday morning.
Mistakes happen. A misspelled headline, a mispronounced name on air – news professionals have seen it all. But the ones who thrive are those who take responsibility, learn from it, and move on (preferably before the next breaking news alert).
The same goes for public relations professionals and sources building relationships with journalists. We’re all human; mistakes happen. But owning up to our mistakes will go a long way in building the trust to earn you that next quote.
“Brutal honesty, open communication and accountability,” Caleb Wethington, a senior digital content producer in Nashville, suggests. “Those are the things I think of and value when earning trust in the newsroom. You have to be able to take feedback and be accountable.”
3. Urgency
News doesn’t wait, and neither do the people covering it. As stories evolve throughout the day, journalists have to stay sharp, adapt on the fly, and make sure every update is accurate; because nothing derails credibility faster than reporting yesterday’s news today.
In a world where one wrong detail can set social media on fire, working news professionals must juggle speed and precision like seasoned tightrope walkers (minus the safety net). The job isn’t just about breaking the news – it’s about getting it right, every time.
As public relations professionals, we have to understand the tight deadlines of newsrooms and offer accurate information quickly. As you get updates, make sure to pass those along to the journalists you’re communicating with. This level of quick transparency is where solid trust is forged.
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4. Authenticity
Some say, “News is just news,” but let’s be honest – if that were true, every broadcast would sound like a weather report from a robot. The truth is, delivering the news takes a certain level of creativity to keep viewers informed and engaged (because let’s face it, no one wants to sit through a monotone rundown of city council meetings).
Newsrooms are a melting pot of personalities, skill sets, and backgrounds, all working under the pressure of deadlines and the occasional caffeine shortage. How these professionals build strong working relationships isn’t just important – it’s the secret sauce that keeps the news flowing and the chaos (mostly) under control.
Consumers can see through the script. Viewers and readers trust the faces and voices they recognize as authentic. So use the tools available to you, but don’t lose yourself in the meantime.
The 2024 Digital Media Report from Reuters explores the issue of consumers getting their news from social media and influencers over traditional local and national news outlets, as well as the rise in using artificial intelligence.
“For the first time in our survey, we also take a detailed look at consumer attitudes towards the use of AI in the news, supported by qualitative research in three countries (the UK, US, and Mexico),” the executive summary states. “As publishers rapidly adopt AI, to make their businesses more efficient and to personalise content, our research suggests they need to proceed with caution, as the public generally wants humans in the driving seat at all times.”
5. Focus on Credible Sources:
- “Turning to the sources that people pay most attention to when it comes to news on various platforms, we find an increasing focus on partisan commentators, influencers, and young news creators, especially on YouTube and TikTok. But in social networks such as Facebook and X, traditional news brands and journalists still tend to play a prominent role.”
- “As publishers embrace the use of AI we find widespread suspicion about how it might be used, especially for ‘hard’ news stories such as politics or war. There is more comfort with the use of AI in behind-the-scenes tasks such as transcription and translation; in supporting rather than replacing journalists.”
While bearing these facets in mind – now more than ever, producing trustworthy, consistent results from a newsroom of humans is valuable – as is their experience and level of creativity.
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Sometimes, the way news is told needs a refresh as audiences change and technology evolves. The key? Leadership setting a clear, shared mission that not only guides storytelling but also shapes how workflows adapt to better serve communities.
Trust in the media and public relations isn’t built on perfectly worded emails or endless meetings – it’s built on action. Being present, reliable, and genuinely engaged with community leaders isn’t just a nice idea; it’s a game-changer.
Pair that with a solid plan that keeps the newsroom’s mission front and center, and you’ve got the foundation for stronger relationships, better storytelling, and a team that actually trusts the process.
At the heart of every thriving newsroom is the human experience: collaborating, staying true to your word, supporting colleagues, being honest, and holding each other accountable. These aren’t just ideals; they’re the foundation of trust and the key to building strong, vital relationships that keep a newsroom running smoothly.
Because at the end of the day, no matter how much the industry evolves, one thing remains the same: the core mission of journalism and public relations: to deliver news in a professional, fair, and honest way that serves the community.
Looking to deepen trust, improve communication, or strengthen your relationship with the news media? Our public relations agency specializes in strategic storytelling, media relations and reputation management to help your team thrive. Let’s start the conversation today.