This document discusses how to build trust with audiences through community engagement and centered information needs. It emphasizes starting with an understanding of audience needs through engagement. The document provides examples of personal mission statements from journalists focusing on topics like early childhood education and the immigrant experience. Community engagement, empathy, understanding audience questions, sharing power and starting small are presented as keys to initial trust-building efforts.

1. How to reach
audiences who
don’t trust you

2. I am Tony Marcano (he/him)
You can email me
at tmarcano@scpr.org
or find me at @Marcano_Tony
Hello!
2

3. Where are we
going today?
◉ What is trust and trust-building
◉ What this requires of newsrooms and
its leaders…and how to get started
◉ Write a personal mission statement
that centers your audience’s info needs
3

4. The US in trust
Let’s start with an exercise.
4

5. How are
we doing?
What grade would you
give U.S. newsrooms?
Hint: We’re not getting
an A+.
5

6. We’re No…..46?
In a survey of 46 countries,
the United States ranked last.
6

7. But what about local?
This isn’t just a partisan issue.
7

8. Trust.
Democracy.
The Bottom Line
Why newsrooms are prioritizing trust
1
8

9. “
“We must
demystify
the ‘they’”
9
– Eric Liu, founder, Citizen University

10. Trust as a subscription
and retention strategy
10

11. The hard work
of trust building
Community engagement is one key
way to build trust with audiences
traditionally excluded or underserved
2
11

12. You go first
What’s something you’ve tried? What’s
worked? What hasn’t?
12

13. Remember:
As journalists, we do not start with a blank slate.
13

14. Resilience
Understand that unsafe and uncomfortable
are not the same. 14

15. Empathy
A willingness to challenge your assumptions
15

16. This is work
Engaged journalism is not feel-good journalism
It’s necessary journalism 16

17. Center info needs
Tell people:
◉What you’re
going to do.
◉That you’re
doing it.
◉How you did it. 17

18. Example:
Democracy
“We need a reporter who’s more
interested in helping regular
people than worrying about what
their sources and politicians think.”
18

19. Example:
Democracy
19

20. Be
essential
How can we get
less precious
about news and
embrace the
power of
information? 20

21. Get
started!
Write a personal
mission statement.
21

22. Qs to
answer
1. What will you do?
2. Why are you doing it?
3. Whom is it for?
4. What is success?
5. How will you do it?
22

23. Q1:
What
will you
do?
23

24. “
I want families, caregivers and educators to
have the information they need to help
children 0-5 grow and thrive by identifying
what’s working and what’s not in early-
childhood education.
24

25. Listen to understand
25

26. Let’s practice
26
Photo by Unsplash on Unsplash

27. 27
What to ask
bit.ly/audienceqs

28. 28
What did you learn?
Photo by Christina @ wocintechchat.com on Unsplash

29. “
“I tell the stories of recent immigrants and
families who have been here for generations to
answer the question: How do you navigate the
intersection of being Asian and American and
what impact does that have on L.A.’s future?”
29
– Josie Huang, KPCC reporter

30. 30

31. 31
Q1: What will you do?
Photo by Green Chameleon on Unsplash

32. Share power
32

33. 33
What’s the first
thing to try?
How can I help?
Email: tmarcano@scpr.org
Twitter: @Marcano_Tony
Handouts – with steps to write a mission
statement – and these slides:
bit.ly/fresnonewstrain