Want to Build Audience Trust? Try Using This Box

May 23, 2019 11:00

Welcome to a new, regular series on audience engagement from the Center for Media Engagement team. 
Audience trust is key to a newsroom’s success. But in this era of “fake news” and fading confidence in the media, it can be difficult to earn. In our latest report, the Center for Media Engagement teamed up with Joy Mayer of Trusting News to see if using boxes that demonstrate transparency could help the issue. The study tested two approaches to building trust:
  • Showing the audience how journalists approached a story by adding an “explain your process” box to news stories.
  • Showing the audience a commitment to balanced coverage of partisan topics by adding a “demonstrating balance” box to news stories.
Lunch & Learn | Thursday, April 22, 2 pm ET/11 am PT

Tips and Tools for Building Trust with your audience

How can you build trust with your audience when trust in the news media is at a historic low? A former national president at SPJ, Lynn Walsh, and journalism professor and entrepreneur Paul Glader will explain simple methods and tools your news organization can use to build trust with its audiences. One zone is to improve the way you manage corrections and feedback from your audience. Another is to better label opinion content. Walsh and Glader will offer tips and tools and field your questions in this 30-minute training.

Free but registration required. Register here.

The Experiments
The experiments tested the effects of two simple boxes on audience perceptions of a news organization. “Explain your process” showed the journalistic process behind a story. “Demonstrating balance” presented readers with a chance to check out both sides of the issue.

"Explain Your Process”
The “explain your process” box aims to help readers understand the journalistic process. The box lays out how and why a news organization chose to do a story and can include information like where reporters gathered information and how the reporter took steps to be fair. Participants in this experiment viewed an actual story from one of two newsroom partners, USA TODAY or the Tennessean, on what appeared to be their website. Half the participants viewed the story with the box and half viewed the story without it.

CME Explain Your Process box 

“Demonstrating Balance”
The “demonstrating balance” box aims to show readers a balanced approach to storytelling by providing a link to a story expressing the opposing partisan viewpoint. All participants in the experiment read an article on gun control. One story focused on research suggesting gun control is needed to prevent mass shootings and the other covered studies about approaches other than gun control. Half the participants viewed the story with the box, and half viewed the story without it.
CME Demonstrating Balance box
The Results
After testing the two approaches, we found that adding a box that showed readers the reporting process can help build trust. Findings were inconclusive for the “demonstrating balance” box.

 “Explain Your Process” 
  • Using the box improves how people perceive a news organization.
  • The box boosted perceptions on 11 of 12 items related to trust: reputable, informative, trusted, credible, has integrity, fair, transparent, reliable, accurate, unbiased, and tells the whole story. Only “does not have an agenda” was unaffected by the presence of the box.
CME Explain Your Process box results

Demonstrating Balance
  • Using the box slightly improved perceptions of the news organization.
  • Readers who saw the box rated the news organization higher on two attributes: fair and does not have an agenda.
  • The effects were too small to suggest that it will benefit newsrooms.
Bottom Line for Newsrooms
Try adding the “explain your process” box to your news stories. Reporters should already have the information from the news-gathering process, making it a fast and easy addition to your story. It’s is a low-risk step news organizations can take toward building trust with their audience.
The full report is available here and tips on adapting the idea to broadcast formats are available here.

The Center for Media Engagement is part of the Moody College of Communication at the University of Texas at Austin. It envisions a vibrant American news media that more effectively empowers the public to understand, appreciate, and participate in the democratic exchange of ideas.