Vanessa Lyons
ThinkNewsBrands, the peak advocacy body for Australia’s news media, has launched an initiative that gives audiences a behind-the-scenes look at how news is researched, verified and produced.
Featuring journalists from across Australia's major news publishers, the initiative will explore how stories are researched, verified and produced, how editorial decisions are made, and what legal and ethical standards apply before a story is published.
Content will be shared across ThinkNewsBrands' channels, participating publisher platforms and the @newsunlocked_au social handle.
The launch comes as ThinkNewsBrands' News Nation research found that nine in ten Australians consume news each week, while two in five actively use trusted news sources to verify information they see elsewhere.
The research also found Australians remain among the world's most concerned about misinformation and continue to place significantly greater trust in professional journalism than other information sources.
"Media literacy isn't simply about identifying misinformation. It's about understanding what professional journalism looks like, how it is produced, and why the process behind it matters,” said Vanessa Lyons, CEO at ThinkNewsBrands.
"Professional journalism is built on verification, accountability and editorial standards.
“We want to give Australians greater visibility into those standards and help them better understand why professional journalism continues to earn their trust.
"The more people understand the craft of journalism, the more they understand the value it brings to our communities every day.”
Lyons said the initiative also carried implications for advertisers, explaining that a better understanding of journalistic rigour reinforced why trusted news environments delivered commercial value.
"Helping people better understand that process contributes to stronger media literacy and greater appreciation for the role journalism plays in an informed society.
"Where brands choose to show up matters. Trust is one of, if not the most, valuable assets for a brand.
“Professional journalism provides an environment built on credibility, accountability and transparency – and those qualities influence how advertising is received."
"When marketers better understand the standards behind professional journalism, they also better understand why trusted news environments continue to deliver stronger attention, stronger trust and stronger commercial outcomes."
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