In 2015, I predicted that this would be the year news organizations needed to get their ethical houses in order to build trust with audiences. “It doesn’t matter how much content they post on Snapchat, Instagram, or Twitter — if users don’t trust journalists, they won’t buy what news outlets are selling.”
It remains true today. But until and unless news organizations figure out how to build trusting relationships with users, nothing will change.
Currently, most — if not all — news organizations struggle to figure out who their existing users are, and they aren’t even close to knowing who their potential users are. What’s worse is that users don’t know us either, and many don’t seem to care. News organizations have been indifferent toward communities and audiences for so long that now communities and audiences are indifferent toward us.
So how do we fix this?
It’s all about relationships. Building them takes time, is expensive and is made even more difficult by the lack of trust between the American public and news organizations. Still, if anything is to change for the better in 2017, this is where we’ll have to start.
Happy New Year! Here’s to healthy relationship building in 2017.
Tracie Powell is founder of AllDigitocracy and a senior fellow with the Democracy Fund.
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