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How can you build trust with skeptical sources and communities?

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As a journalist, you may face challenges when reporting on topics or communities that are distrustful of the media, or have been misrepresented or ignored by the mainstream outlets. How can you overcome these barriers and build trust with skeptical sources and communities? Here are some tips and best practices to help you produce ethical, accurate, and inclusive stories.

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Baldwin Chiyamwaka

Development Administration | Communication | Human Rights | Research | Education |
Anurag Batham

Writing, because I can│70% of My Body is Made of Cinema
Christine Giordano

Head of Content for Chief Investment Officers, Allocators, and Institutional Investors

1 Listen and learn

Before you approach a potential source or community, do some background research and learn about their history, culture, values, and issues. Try to understand their perspective and avoid making assumptions or judgments. Listen to their stories, concerns, and feedback, and show genuine interest and empathy. Ask open-ended questions and avoid leading or loaded ones. Acknowledge any gaps or biases in your own knowledge and experience, and be willing to learn from your sources and communities.

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Anurag Batham

Writing, because I can│70% of My Body is Made of Cinema
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We've lost the art of listening today. A lot of things can be achieved just by listening to what others have to say. Most importantly, it builds trust. Listen to understand and not just to respond or make notes for your story. Listen to learn. You'll create a better story this way.

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Baldwin Chiyamwaka

Development Administration | Communication | Human Rights | Research | Education |
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Trust takes time to establish hence the saying trust is earned. Therefore, one needs to use every opportunity available to build trust. This will certainly require repeated positive and proven behaviour. For example, being honest and ensuring that you keep your side of the agreement with a source like non disclosures and using information for the intended purpose and not otherwise.

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2 Be transparent and accountable

When you contact a source or community, explain who you are, what outlet you work for, what story you are working on, and why you want to talk to them. Be clear about your intentions, expectations, and limitations. Explain how you will use their information, quotes, or images, and how they can contact you if they have any questions or concerns. If possible, share your story draft with them before publication and ask for their feedback or consent. If you make any errors or mistakes, admit them and correct them promptly.

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Baldwin Chiyamwaka

Development Administration | Communication | Human Rights | Research | Education |
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One thing I've found helpful is to give feedback. Communities and sources want to see how the information they provide benefit them. Going to the community to gather information or stories but in the end neither not seeing the published stories nor directly benefiting from it eventually erodes trust. This often happens in marketing stories for international audiences and where the resources gained do not directly go to the community. One way to deal with this is to also use the information or stories gathered for the local media which the community has access or you may be able to share with them. The bottom line is share how the information was used, ie. feedback.

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Eben E. Siadari

Certified Writer-Editor-Trainer |Fmr Economic Journalist and Editor in Chief |UK Chevening Awardee |US International Visitor Program Alumnus| UK Thomson Journalism Training Batch J66| BEc Padjadjaran State University
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Sharing a story draft with your sources before publication and asking for their feedback or consent is one way to build trust. However, this step must be done carefully. Basically, a story draft has embargo status before publication. In this case, assurance must also be established that the draft is only for the limited consumption of the resource person. In today's digital era, it is very easy to disseminate texts. It is very unfortunate if news that has not yet appeared in print is circulated unofficially.

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3 Build relationships and networks

Trust is not something that can be established overnight. It requires time, effort, and consistency. To build trust with skeptical sources and communities, you need to show that you care about them beyond a single story. Follow up with them after publication and thank them for their contribution. Keep in touch with them and update them on any developments or outcomes related to the story. Seek out opportunities to engage with them on social media, events, or forums. Connect with other journalists, organizations, or experts who have experience or credibility with the source or community.

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Christine Giordano

Head of Content for Chief Investment Officers, Allocators, and Institutional Investors
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Find what it is your community most wants to learn about, and develop those sources. Ask who they most respect and seek out those people to help what you're doing to take shape.

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4 Diversify your sources and stories

One of the reasons why some sources and communities are skeptical of the media is because they feel that they are not represented or portrayed fairly or accurately. To address this issue, you need to diversify your sources and stories. Seek out voices and perspectives that are often marginalized, overlooked, or stereotyped. Avoid relying on the same sources or experts who may have a dominant or biased view. Challenge your own assumptions and narratives and explore different angles and aspects of the story. Showcase the diversity and complexity of the source or community.

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Baldwin Chiyamwaka

Development Administration | Communication | Human Rights | Research | Education |
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In addition, there is the need for feedback. Communities and sources want to see how the information they provide benefit them. Going to the community to gather information or stories but in the end neither not seeing the published stories nor directly benefiting from it eventually erodes trust. This often happens in marketing stories for international audiences and where the resources gained do not directly go to the community. One way to deal with this is to also use the information or stories gathered for the local media which the community has access or you may be able to share with them. The bottom line is share how the information was used, ie. feedback.

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5 Respect your sources and communities

Finally, the most important thing to remember is to respect your sources and communities. Respect their privacy, dignity, and autonomy. Respect their choices, opinions, and preferences. Respect their culture, language, and identity. Do not exploit, manipulate, or harm them for the sake of a story. Do not sensationalize, trivialize, or generalize their experiences or challenges. Do not tokenize, exoticize, or fetishize their differences or uniqueness. Treat them as human beings, not as objects or subjects of your story.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build trust with skeptical sources and communities?

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3

4

5

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1 Listen and learn

2 Be transparent and accountable

3 Build relationships and networks

4 Diversify your sources and stories

5 Respect your sources and communities

6 Here’s what else to consider

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