Building Trust

Do you want to build trust with readers? A free pilot program's goal is to help in that process.  

The New York-based journalism ethics startup, Vett Inc. is offering its VettNews Cx product to up to 12 Louisiana State Press Association members' newsrooms during 2021 for free as part of a second-phase pilot.

Cx is a workflow automation tool that improves the corrections management and reader feedback process for news publishers. The tool is currently funded by a Knight Foundation grant and is currently in pilot use at a dozen news outlets including such as The Tampa Bay Times and Poynter.

The tool responds to research from Pew and Knight Foundation that points to corrections and reader feedback as a key place where newsrooms can and should rebuild trust.

Consider this: 56% of Americans agree with the statement, “Journalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations," according to Edelman’s annual trust barometer. 

It's just one of several studies show a lack of trust in media. 

Conversely, a 2018 report by the Knight Foundation showed nearly 90% of citizens said their trust in news organizations depends on the news organization’s commitment to accuracy and willingness to openly correct mistakes.

 "The journalists and technologists at Vett Inc. built a simple, effective system to help publishers improve their process of correcting mistakes and to involve the public in doing so," a release states.

How it works

The code (the size of a tweet) places a reader feedback button at the bottom of each article that allows readers to fill out a form to alert the newsroom to a potential typo, factual error or issue of bias or missing context. The reader receives an immediate automated email and a follow up when the issue has been resolved.

This tool aims to help improve audience loyalty and trust, which are vital factors in audiences paying for news subscriptions. You can see a 15-minute demonstration about the tool from the IRE conference last fall.

If you would like to be one of the 12 pilot users from LPA, email Jerry Raehal at jerry@lapress.com and Paul Glader at Paul@VettNews.com