Navigating Media Trust
Published on March 3, 2025, at 5:27 p.m.
by Gracie Powell.
As more people today turn to social media, websites and apps for news rather than established print publications, it can be difficult to know what and who to trust. Social media platforms prioritize engagement, which can amplify the use of sensational or misleading content to gain likes, comments and shares. Distrust in news media has grown exponentially over the past decade, fueled by false reports.
Misinformation vs. disinformation
Dr. Courtney Boman is an assistant professor in the Department of Advertising and Public Relations at The University of Alabama. Her recent research examined the dissemination of misinformation and disinformation in today’s society. She explained the difference in the two is intent: Misinformation is inaccurate but unintentional, while disinformation is deliberately false and manipulative.
“Misinformation and disinformation aren’t new — people have been twisting the truth since, well, forever,” Boman said. “What’s different about the ‘post-truth era’ isn’t that lies are being spread, but how fast and how effectively they can be spread now. Think about it: The internet and social media have made it ridiculously easy for information, whether true or not, to go viral in seconds.”
Key skills for identifying false information
Boman highlighted some essential skills for detecting misinformation and disinformation:
• Critical thinking: analyzing information objectively, identifying underlying assumptions and recognizing logical fallacies
• Media literacy: understanding how information is created, disseminated and potentially manipulated
• Research and verification: finding credible sources, cross-referencing information and fact-checking claims
• Skepticism and intellectual humility: questioning information, even if it aligns with one’s personal beliefs, and acknowledging the limits of one’s own knowledge
The role of journalism ethics
Dr. Chris Roberts is an associate professor in the Department of Journalism and Creative Media at The University of Alabama and the vice chairman of the ethics committee of the Society of Professional Journalists. He cautioned consumers to be wary of phrases like “sources say.” Readers should ask: Who are the sources, and are they credible? In an online world, transparency is key.
Roberts also noted that social media presents all content in the same manner — from news to ads to personal updates — making it harder to recognize true journalism. This is where it becomes crucial to check the sources of the news you’re reading.
Dr. Dianne Bragg, associate professor in UA’s Department of Journalism and Creative Media, advises relying on multiple reputable sources for information. “Branch out if you are just looking at one media source all the time,” Bragg said, emphasizing the importance of consuming news from various outlets, especially given the prevalence of political biases.
The importance of branding
With the rise of misinformation in media today, it is important for news outlets to identify and brand themselves well to gain trust with their publics. Bragg said, “You need to have a really good logo and a really good motto for whatever it is your site is, so that people come to depend on that.” She said that “branding matters,” and it is important not to alter your branding much once it is established to help people recognize the brand and its credibility.
For example, the Associated Press has been known to “inform the world of many of history’s most important moments” throughout its almost 180 years of journalism. It has recently modified its logo for the first time in 30 years.
There are many steps journalists can take to establish trust from their consumers, such as using reliable sources and being transparent about their reporting process. However, Roberts emphasized that credibility is ultimately perceived by the message receiver. This can be influenced by factors such as biases, public misconceptions and more.
Ways to spot false news
The SPJ Code of Ethics states that journalists should “seek truth and report it, minimize harm, act independently, and be accountable and transparent.” With this code in mind, journalists should be responsible for the accuracy of the information they represent and holding other professionals to the same standards.
Given the prevalence of misinformation, news consumers should be vigilant in fact-checking news with multiple news sources. Cornell University recommends the following to spot false news:
• Consider the source.
• Read beyond the headline.
• Research the author.
• Check the supporting sources.
• Fact check.
Ethical obligations in public relations communication
In the world of public relations, practitioners have an ethical obligation to be honest and accurate in all communications, whether favorable or not. Roberts, who dealt with hundreds of PR practitioners while covering business and politics, stressed the fact that “if you’re not able to be there when it’s tough, then I don’t have a whole lot of respect when you’re pitching something on your side.”
Trust in PR professionals depends on honesty, accuracy and the ability to engage in open, two-way communication. Maintaining transparency and ethical standards strengthens relationships with journalists and the public, reinforcing the integrity of the profession.
Final thoughts
Building trust in the media requires both journalists and consumers to take an active role in seeking accuracy and transparency. As misinformation continues to spread at an unprecedented rate, media literacy and critical thinking skills are more important than ever. While journalists and public relations professionals must uphold integrity in their work, the responsibility of discerning truth ultimately falls on everyone who engages with the news.
