5 Ways to Build Confidence With Media Contacts

These days, the media we consume is saturated with questionable content, political polarization is deeply ingrained in our communities and the public’s trust in the news is alarmingly low. According to a 2022 Gallup poll, just 7% of Americans have a “great deal” of trust and confidence in the media, while only 27% of respondents have a “fair amount” of trust. 

Put simply, the media is struggling to reclaim the trust and legitimacy it once took for granted. As news organizations work to regain the confidence of their audiences, their trust in us — the people who offer a connection to important news and quality content — is more important than ever before. 

Trusting relationships between PR professionals and journalists are the foundation of our industry. A sense of trust and openness allows for more effective collaboration. It expands our opportunities as PR practitioners, and it lends credibility to our reputations, as well as the reputations of the clients and organizations that we serve. 

Whether you’re new to public relations or you’ve been cultivating relationships with journalists for years, prioritizing trust and open communication will help ensure more successful pitches and lasting partnerships. 

Here are five simple, but vital ways to build trust with our media contacts.