The News Co/Lab conducted more than 60 in-depth interviews with members of the public, journalists and doctors to learn more about what creates a trusting relationship between professionals and their community. The report below describes how professional expertise alone is not enough to earn the trust of the public; rather, trust is built through a combination of professional expertise and authentic engagement with the community. This manifests itself in different, but often similar, ways in journalism and healthcare, and by examining relationships within these two institutions, we are able to offer insights that may also help other institutional actors build trust with their constituents.
Private: Expertise and Engagement: Understanding and Overcoming the Public Trust Crisis