From credibility to sustainability: how newsrooms can create lasting support

Local newsrooms face a dual challenge: earn the trust of their communities while trying to build in financial resilience. Only, the two do not need to be mutually exclusive.

We heard from two events this week how newsrooms can attract support and drive revenue, by forging deeper bonds with their immediate community.

Earning trust and credibility

Becoming a trusted source of information is no small feat in today's market of news avoidance, distrust and scepticism.

Hyperlocal News Network (HNN) has empowered nearly 100 local news sites across the US for the last 17 years, helping small teams deliver original, impactful, community-focused journalism.

Its founder Michael Shapiro has seen firsthand the possible change as a result of community reporting and distilled 10 key lessons at an event this week (6 November 2025) held by the Local Media Association.

1. Show up and be present

• Attend local meetings, events, and games. Be the reporter in the room, even if you’re the only one.
• Capture original photos and quotes from on-the-ground reporting.

2. Set and uphold editorial standards

• Publish your ethical guidelines and make them accessible.
• Separate opinion from news, and fact-check all content.
• Correct mistakes quickly and visibly.

3. Engage and educate your community

• Explain complex issues in plain language.
• Teach readers how local government works and how they can participate.
• Highlight stories with tangible community impact.

4. Build meaningful partnerships

• Partner up with one or two local non-profits for mutual benefit.
• Use events and collaborations to grow your audience and brand awareness.

5. Foster healthy reader engagement

• Use social platforms and letters to the editor for community discussion.
• Launch reader surveys and interactive features to invite participation.

6. Lead by example and give back

• Get involved in local organisations and donate ad space to local charities.
• Recognise your team's and your publication's community service.

7. Use data to guide coverage

• Track which stories resonate using analytics.
• Ensure each community you cover sees regular, relevant stories.

8. Mentor the next generation

• Run internship programmes and mentor young reporters.
• Recruit staff who reflect the diversity of your community.

9. Embrace transparency and recognition

• Be open about sources and editorial decisions.
• Publicise awards and recognition for your team and your service.

10. Remember: human presence beats AI

• Focus on original, on-the-ground reporting. Do what AI can’t – attend events and build relationships.

In a nutshell:
Trust grows through consistency, transparency, and genuine local connection. Be present, be accountable, and be engaged – your credibility is cumulative, benefiting your newsroom and your community for years to come.

Earning support and revenue

In another online event this week (5 November 2025) Sembra Media co-founder and executive director Janine Warner joined Jazmín Acuña, co-founder and editorial director of El Surti in Paraguay, to discuss the next step: making credibility pay the bills.

Acuña is also a fellow at the Reuters Institute and has been looking into what she calls change-centric journalism —a framework for recalibrating newsroom incentives around real-world impact. Warner argues that this shift not only strengthens journalism’s mission, but also unlocks a range of benefits, including (but not limited to) revenue growth.

1. Revisit your mission: focus on change, not just content

• Your mission should answer why you provide information, not just how.
• Be intentional about improving lives and communities.

2. Design for impact from the start

• Before publishing, ask: "What is the best outcome that could follow from this story? Who needs to see it, and how can it reach them?"
• Identify key stakeholders, channels, and desired changes.
• Example: El Surti’s reporting on crypto mining in Paraguay included in-person meetings with affected residents, city leaders, and sources, sparking community action and legal accountability.

3. Build relationships, not just reach

• Move beyond clicks and views. Focus on building purposeful relationships with your audience.
• Create collective experiences — like community screenings or listening clubs — that strengthen civic life and trust.

4. Measure and document your impact

• Track both quantitative (data, reach) and qualitative (testimonials, stories of change) indicators.
• Document even small changes—these can build into bigger outcomes over time.

5. Share your impact stories

• Use impact reports, case studies, and testimonials to show donors, advertisers, and your own team the difference your work makes.
• Don’t be afraid to lead with your biggest impacts.

6. Involve your audience in the mission

• Invite your audience to participate in your impact through feedback, their own stories, or joining events.

7. Diversify your revenue streams

• Mix it up: memberships, events, training, consulting, advertising and grants are all possible when you have a more engaged audience.
• Two to six revenue streams is a “sweet spot” for resilience.

8. Use impact to strengthen your business case

• Show advertisers and supporters the tangible difference their investment makes in the community.
• Highlight unique forms of engagement (e.g., call centres, WhatsApp support) that go beyond clicks.

9. Foster a culture of learning and adaptation

• Encourage your team to experiment, learn from results, and adapt quickly.
• Share lessons learned with your team mates, including both successes and failures.

10. Close the loop

• Measure and report your impact to your audience, and compelling them to support your journalism for it to continue.

In a nutshell:
Sustainable journalism is built on a clear mission, intentional design for impact, and strong audience relationships. By making your impact visible, involving your community, and connecting your results to revenue, you can create a virtuous cycle that supports both your mission and your business.

This article was drafted with the help of an AI assistant before it was edited by a human