Thread by @mbloomstein

Trusted content used to be infallible, concrete, and privileged.

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…)

@NPR Let's unpack that footer. It's clear, brave, and informative--pillars of good journalism, but key to any good content that aims to engage and motivate its audience.

@NPR "This is a developing story," is common enough phrasing in journalism. It indicates breaking news. To my knowledge, NPR first used this footer in full in 2016 in reporting on the Orlando Pulse nightclub shooting. (poynter.org/ethics-trust/2…)

@NPR "Some things reported by the media will later turn out to be wrong." Yet they share information and bring audiences into the act of assessment.

Scientists do this when labs share updates about potential advances in treatment, stoking trust and interest, even if it's not final.

@NPR "We will focus on reports from officials and other authorities, credible news outlets and reporters who are at the scene." @NPR earns trust sharing the process to verify and augment early reports.

Marketers: don't say "trust us" or "we have a process" if you won't explain it.

@NPR This approach follows the guidance of @onthemedia's Breaking News Consumer's Handbook, first published in 2013, as well. (wnycstudios.org/podcasts/otm/a…)

@NPR @onthemedia Finally, "we will update as the situation develops." You can continue to check here to learn more.

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.