Trust us

Since 2016, Trusting News has been working directly with professional newsrooms to teach journalists how to build trust with their readers, listeners, and viewers.

At ProCon 25, Trusting News will show you the same tactics the pros use…

Crafting content that resonates: Building trust and growing audience like a content creator

In an age of information overload, how your newsroom communicates can be as important as what you communicate. This session explores how to build trust by tailoring your tone, style, and formatting to align with audience expectations while also leveraging personal branding strategies. Designed for journalists who are considering moving from traditional settings to creator journalism, we’ll discuss how to:

Match your tone to your audience’s needs, balancing professionalism with relatability.
Use formatting techniques that make your content easy to consume and share, from scannable headlines to engaging visuals.
Adapt your style while staying authentic to your newsroom’s voice or personal brand.
Identify your unique value and content focus while choosing the right platform
Build and maintain trust as you transition to platforms like Substack or YouTube.

You’ll leave with actionable tips to enhance your content’s engagement, credibility, and alignment with your goals as a journalist or independent creator.

Lynn Walsh, Trusting News assistant director
Liz Kelly Nelson, former Vox vice president

1:30-4:30 p.m., Wednesday, Feb. 26

“You’re biased!”: Tips to depolarize your coverage

Too often, journalism amplifies extreme views and ignores more nuanced ones. With public trust in news at an all-time low, it’s crucial newsrooms understand what content feels divisive to their audiences and work to provide more nuanced, reflective, empathy-building coverage. In this session, you’ll see examples from newsrooms that are routinely working to reach more diverse audiences – across race and the political spectrum – and walk away with strategies and a newsroom-tested checklist you can bring back to your organization and use in your reporting.

Lynn Walsh, Trusting News assistant director

10 a.m. Thursday, Feb. 27

How to invite dissenting ideas during story pitches and planning

Journalists’ routines say a lot about what they value, and too often, they seem to value efficiency and hierarchy over complexity and diversity. That leads to decisions being made in echo chambers, by too few people. And that leads to coverage that misrepresents or ignores important stakeholders. In this hands-on session, you’ll practice strategies for pausing to consider what’s being left out, who you’re not hearing from or who you might be misrepresenting. The strategies work during meetings, story pitches, story planning and editing sessions.

Lynn Walsh, Trusting News assistant director

1 p.m. Thursday, Feb. 27

AI in journalism: Ethics, transparency, and trust

AI is transforming journalism and audiences want transparency. How can newsrooms disclose their use of AI in ways that build trust and demonstrate ethical practices? In this session, Trusting News will share research insights and practical strategies for crafting AI policies, engaging your community, and modeling responsible AI use. Learn actionable steps to build credibility with your audience and position your newsroom as a leader in ethical AI practices.

Lynn Walsh, Trusting News assistant director

4 p.m. Thursday, Feb. 27