Media Leaders Gather to Address Eroding Public Trust in News
Washington, D.C. – In a concerted effort to tackle the escalating crisis of public distrust in media, prominent journalists and executives from various news organizations convened at a summit hosted by Semafor, a digital news platform established in 2022. The summit, aptly titled "Innovating to Restore Trust in News," brought together a diverse range of voices from across the ideological spectrum to engage in a critical dialogue about the current state of the media landscape and potential strategies for regaining the confidence of the American people.
The event commenced with a stark warning from Gallup chairman Jim Clifton, who presented alarming polling data revealing that a mere 31% of Americans express either a "great deal" or a "fair amount" of trust in the media. Even more concerning was the revelation that only 8% of those surveyed indicated a "great deal" of trust. Clifton underscored the gravity of the situation, asserting that the media industry’s standing among American institutions is perilously close to the bottom, emphasizing the urgent need for corrective action.
The summit featured a series of insightful discussions and presentations from leading figures in the media industry. CNN CEO Mark Thompson, surprisingly, admitted to harboring skepticism towards "mass media" himself, citing his journalistic instinct to question everything. Thompson advocated for fostering a questioning audience rather than a blindly compliant one, urging the industry to move beyond the notion of viewers as passive "sheep" and cultivate a more mature, adult relationship with them. He emphasized CNN’s commitment to its long-standing brand as a reliable source of news and its dedication to accuracy as key elements in rebuilding trust.
New York Times executive editor Joe Kahn suggested that allowing consumers to become acquainted with the personalities of journalists through on-camera appearances or podcasts could help foster trust. He downplayed broad polls indicating growing distrust in media, labeling the data as "pretty flawed." In response to a question from Semafor’s Ben Smith about the newsroom’s perceived liberal bias, Kahn stated that he doesn’t focus on hiring conservatives or liberals specifically but seeks to diversify the newsroom by recruiting individuals from different geographies, backgrounds, and experiences. He emphasized that personal experiences, such as religious upbringing or military service, can provide valuable perspectives and enrich journalism. However, he clarified that his goal is not to hire individuals solely based on their political affiliations, such as those who voted for Trump.
NBCUniversal News Group Chairman Cesar Conde highlighted the importance of investing in local media as a means of combating media distrust. He emphasized the crucial role of a strong, free, and independent press in a democracy and identified local TV stations as the backbone of the media industry. Conde noted that local news stories increasingly serve as the foundation for nationally significant narratives, giving his company a huge competitive advantage for building trust and reporting news.
NPR CEO Katherine Maher challenged the conventional focus on earning trust, urging media outlets to "trust your audience." She argued that audiences are intelligent and capable of discerning information, advocating for transparency in newsgathering and reporting processes. Maher drew upon her experience at Wikimedia, emphasizing the importance of showing the work and clearly indicating the sources of information. At NPR, she stated the goal is not to be trusted but to be trustworthy. She also noted the self-regulating nature of journalism, where subpar journalists are often recognized by their peers. She argued for more transparency about the decisions behind news reporting and editing, similar to providing citations in Wikipedia, even if most users don’t check them.
Fox News chief political anchor Bret Baier advocated for a "tough but fair" approach to journalism, emphasizing the importance of removing emotion from reporting to earn trust. He believes that emotional coverage has alienated a portion of the audience over the years.
Wall Street Journal editor-in-chief Emma Tucker echoed the sentiment of removing emotion from reporting, agreeing that Washington journalists are overly concerned about President Trump. She stated that the Journal focuses on providing factual information without spin or emotion, allowing the stories to speak for themselves. Tucker emphasized that her journalists are "observers, not participants" and are instructed to check their biases. She stressed the importance of being "radically focused on the audience," prioritizing the delivery of useful and valuable information over seeking accolades or pleasing colleagues. She encouraged journalists to disregard potential consequences and focus on producing impactful journalism, citing the publication of a story about President Biden’s age as an example.
The summit also featured interviews with former MSNBC host Mehdi Hasan, Sirius XM host Megyn Kelly, and FCC chair Brendan Carr, further enriching the discussions.
The event, held in an intimate setting within the Gallup Building in Washington, D.C., drew a diverse audience comprising media journalists from prominent news outlets such as The New York Times, The Washington Post, NPR, and The Daily Beast, as well as Semafor journalists and staffers. Former CNN CEO Chris Licht and journalist Mark Halperin were also among those in attendance.
The "Innovating to Restore Trust in News" summit served as a crucial platform for media leaders to confront the challenges of declining public trust and explore innovative solutions for rebuilding confidence in the media. The discussions highlighted the importance of accuracy, transparency, impartiality, and audience-centric reporting, as well as the need to embrace diverse perspectives and foster a more mature relationship with the public. The insights shared at the summit offer a valuable roadmap for the media industry as it navigates the evolving media landscape and strives to regain the trust of the American people.
