Winning Over the Wary: Building Trust in Rural News Deserts

Turn skepticism into connection—learn proven tactics to earn trust and grow loyal audiences in rural communities at this free luncheon.

Trust in news is at an all-time low, particularly in rural communities where media skepticism runs deep. How can nonprofit newsrooms bridge the divide? This session will highlight proven strategies for fostering trust with skeptical audiences, from co-reporting with local voices to engaging through community events and partnerships. We’ll explore insights from INN-led collaborations that successfully built relationships in marginalized rural areas and discuss how transparency, accountability, and direct engagement can turn hesitant audiences into loyal readers. Participants will leave with actionable tactics for deepening trust and fostering long-term connections with their communities.

Schedule: Wednesday, Jun 4 12 – 1:30 PM CT

Questions: For questions, please contact our team at gatherings@inn.org.