How do you build trust now? Acknowledge uncertainty. Describe the process. Let readers share in evolution that is vital, vulnerable, and human. From @NPR: no weakness here. (Grab from npr.org/2020/01/07/794…)
![Footer on @NPR article: This is a developing story. Some things reported by the media will later turn out to be wrong. We will focus on reports from officials and other authorities, credible news outlets and reporters who are at the scene. We will update as the situation develops.](https://pbs.twimg.com/media/ENxmf7lWoAEsErk.jpg)
Scientists do this when labs share updates about potential advances in treatment, stoking trust and interest, even if it's not final.
![On the Media's Breaking News Consumer's Handbook](https://pbs.twimg.com/media/ENxubyjXUAEkBFz.jpg)
Accountability, intent, and commitment to quality. We talk of "thought leadership," but without those components it's empty.
The tactics to foster trust literally make the news.