by Olivia Ding
As trust in mainstream media erodes, a new breed of community-focused journalism jobs is emerging.
Trust in media is at an all-time low. The 2025 Edelman Trust Barometer shows that only 52% of people around the world trust the media to “do what is right.” Even worse, 67% believe news organizations care more about pushing their own ideas than telling people what’s really happening. In 14 out of 28 countries studied, people simply don’t trust their media anymore.
But there’s another story happening at the same time – one that shows a brighter future for journalism. The answers aren’t coming from glass towers or corporate boardrooms – they’re bubbling up in local communities.
“The problem with trust comes from the big corporate news outlets,” says Alex Stonehill, Associate Director, who worked in community media for over ten years before joining Comm Lead. “At the community level, people are pretty loyal to local publications that actually connect with them. The key is being there and staying visible.”
It turns out Alex is onto something. When communities see themselves in the news, and when journalists actually stay in their neighborhoods instead of just showing up for big stories, people trust them more. We can see this working right here in Seattle.
The International Examiner started in 1974 and is now the oldest Asian Pacific American publication in the Northwest. They’ve built trust by telling stories that actually matter to people in the Chinatown – International District. The South Seattle Emerald has done the same by focusing on stories from neighborhoods and areas long ignored by mainstream media. Even outlets covering local politics like Publicola and The Stranger work because of their authentic personality.
New Career Paths in Community Journalism
This exciting shift toward community-focused journalism is opening up career opportunities that didn’t exist just a few years ago. Sure, we still need reporters, editors, and producers. But now media companies also want people who can understand audiences and build real relationships with communities. These jobs include community engagement specialists, audience outreach teams, and product marketing managers.
These roles are real — and growing fast. For example, KUOW, our local public radio station, has hired three Comm Lead graduates recently – Alex Rochester, Smridhi Ahluwalia, and Doris Yasmin Torres. Local news organizations are investing in people who understand both good journalism and how to connect with communities.
Building Skills for Journalism’s Future
This transformation requires new skills, and that’s where programs like our Master of Communication in Communities and Networks (MCCN) come in. Through courses in Community Engagement, students learn to build authentic relationships with diverse communities. Audio Storytelling and Data Storytelling provide hands-on experience with narrative techniques that reach audiences where they are. Communication for Advocacy offers lessons in how media can serve genuine public interest.
Most importantly, the MCCN curriculum emphasizes ethical storytelling and sustainable media practices. Students don’t just learn how to churn out content – they learn how to build lasting partnerships with communities and create media projects that truly serve the public good.
The students and professionals leading this transformation understand something that many legacy institutions are still learning: trust isn’t something you demand – it’s something you earn, story by story, relationship by relationship. As journalism continues to evolve, the organizations that survive and thrive will be those that genuinely connect with the communities they serve.
Ready to be part of this transformation? The future of journalism isn’t just about reporting the news – it’s about building the trust that makes journalism matter.
University of Washington
Department of Communication