What's Happened to Trust in Local News?

DECORAH -- Impact. A word that gets thrown around a lot in journalism. But for local news, it means something very specific. It stands for a story that changes something.A question that gets answered.A decision that gets a second look.A community that feels more connected, more informed and more seen. That's what we're really talking about on Local News Day—not just news, but impactful news. And here's the part that matters: impact is what builds trust. According to research highlighted by Trusting News, trust doesn't just come from publishing information—it comes from how that information is gathered, explained, and connected back to the community. Newsrooms that are transparent about their process, that engage directly with readers, and that reflect the real concerns of the people they serve are far more likely to earn lasting trust. (Trusting News) In other words, trust isn't assumed. It's earned—story by story. Think about what a "healthy local news diet" actually looks like. It's not doomscrolling headlines or national noise. It's a steady, reliable flow of information that helps you navigate your daily life. What's happening at city hall. What decisions are being made about schools. What issues are shaping the future of Decorah and Winneshiek county. That's impact. And when readers see that kind of coverage consistently—when they see that it matters—something important happens: they begin to trust it. Research backs that up. Studies show that trust in local news remains significantly higher than national outlets, with about 70% of Americans saying they have at least some trust in their local news sources. (Pew Research Center) But that trust isn't automatic. It's tied to something deeper—relevance, accountability and connection. In fact, one recent study described local news as a kind of "good neighbor." People trust it because it's close, because it's verifiable, and because it demonstrates a real sense of care for the community it serves. (Sage Journals) That's impact in action. It's not just reporting what happened—it's showing why it matters to you, your family, and your neighbors. Newsrooms that are transparent about their process, that engage directly with readers, and that reflect the real concerns of the people they serve are far more likely to earn lasting trust. At DecorahNews.com, that's the standard we hold ourselves to. -Impact means showing up to meetings that most people don't have time to attend—and translating what happened in a way that's clear and useful.-It means asking follow-up questions when something doesn't add up.-That result is telling stories that reflect the full picture of this community—not just the loudest voices, but the real ones. And just as important, it means being open about how we do our work. It's about listening- a core skill of reporting. Because trust grows when people understand the process. Research from Trusting News has found that even small efforts—like explaining how a story was reported or why it was pursued—can measurably improve how audiences perceive a news organization. (Trusting News) That's not a marketing tactic. That's accountability. That's impact. So here's the takeaway on this Local News Day: If you want to build trust in local news, you don't start with branding or slogans. You start with impact. You start with reporters that show up, dig in, listen closely, and deliver something of real value to the community it serves. And when that happens—when readers can see the impact, feel the relevance, and understand the work behind the story—trust follows. Not automatically. But authentically. And in today's world, that might be the most important story of all. Today's editorial is third in a series to celebrate Local News Day. Learn how you can create impact by supporting DecorahNews.com. Every gift helps build trust in local news.