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Audience’s trust in the media discussed in Prague – News Impact Summit 2022

Building trust in contested information spaces - News Impact Summit 2022
Building trust in contested information spaces - News Impact Summit 2022

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Audience’s trust in the media discussed in Prague – News Impact Summit 2022

Local and international media experts gathered in Prague on Thursday 6th October for the first in-person edition since the pandemic. The News Impact Summit 2022 aimed to celebrate innovation in journalism and to reimagine the future of news. 

The event powered by the European Journalism Centre and Google News Initiatives, focused on “the future of editorial”; “we will go back to our newsrooms and daily work more inspired and skilful to produce better journalism,” says Vera Penêda, EJC Director of Programmes & Impact.

More than twenty-eight speakers explored topics such as reorganising newsrooms and innovating storytelling to reconnect with their communities and win their trust.

News Impact Summit 2022

News Impact Summit 2022 – © EJC


Building and retaining trust amid war

Keeping a trusting relationship with the audience became even more challenging for journalists nowadays: “In the war where information is everywhere, the role of media shifts to curation, fact-checking and building cohesive narrative,” says Zakhar Protsiuk from The Kyiv Independent. 

The publication started growing after Ukraine’s invasion by Russian forces last February. Its audience is now estimated around 26 millions across all platforms. Protsiuk explained getting readers’ support is crucial and has been made possible thanks to social media. Indeed, sharing content and “being transparent about what you stand for brings trust as well as letting people know they can interact and talk with us” are key. 

The Kyiv Independent

The Kyiv Independent – © EJC


Cyber Activism and Cyber Elves – The ultimate game changer when fighting disinformation

To gain people’s confidence when reading the news, cyber activism plays a major role these days. Not so well-known, the cyber elves are a specific type of cyber activists operating anonymously in the Central & Eastern European countries, monitoring and countering Russia-led information and cyber operations.

Cyber activism and cyber elves

Cyber activism and cyber elves – © EJC

Open-sources intelligence are used to fight disinformation for media outlets: “There is an army of thousands of invisible warriors fighting a cyber war for us” explains Adéla Klečková from the German Marshall Fund. 

Fact-checking, communicating with readers and editorial independence from levels of power are key features to make audiences see news as reliable sources coming from professionals operating to secure truthful information, especially during war time.

 


 

 

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