Reimagining the PIO-Journalist Relationship to Build Trust and Inform Society

As an appetizer…

I attended my first 3CMA Annual Conference in Orlando. My presentation tackled the crucial task of rebuilding trust in government, the media, and democracy. I emphasized the roles of government communicators and journalists in informing and educating the public about public affairs and stressed the need for greater cooperation between them. The historic friction between these groups has eroded, mirroring societal polarization. Technological shifts and declining public trust in both institutions have strained their effectiveness and public trust. To rebuild, both must engage their communities and each other. Increasing transparency and modernized, expanded engagement are key, and leveraging technology to bridge the gap. Collaboration is essential for a more informed, educated, and engaged public.

As the main course…

I attended the 3CMA Annual Conference in Orlando last month, marking my first attendance. My familiarity with this great organization of government communicators and marketers dates back to my days as a Public Information Officer (PIO) with the City of Louisville.

My presentation at the conference addressed the challenge of rebuilding trust and respect in government, the news media, and democracy. I focused on the pivotal roles played by government communicators and journalists, who are often the hardest-working and most visible individuals in their respective industries.

I addressed a topic that isn’t discussed a lot between these groups –the need for greater cooperation and collaboration. Why? Because their roles as primary providers of public information are central to informing and educating the public about their government. Moreover, the decline in public trust in both groups is intertwined and can’t be resolved in silos.

“To rebuild trust and remain relevant, both the government and the news media must establish meaningful relationships with the communities they serve and with each other.”

The historical and healthy friction that facilitates the press and public sector to keep their customers and constituents informed has eroded, often into high conflict. This strained relationship mirrors the political polarization seen across our society.

Over the last two decades, technological, economic, political, and social changes have dramatically shifted the dynamics between government communicators and the news media. This dysfunction hinders their ability to fulfill their roles effectively, contributing to growing mistrust in both institutions and in democracy itself.

To rebuild trust and remain relevant, both the government and the news media must establish meaningful relationships with the communities they serve and with each other.

No one is immune to these societal transformations, including members of political parties who distrust one another and believe that democracy is at risk. Journalists contend with growing disinformation that disrupts newsroom processes and jeopardizes community trust. Government communicators cite politics and disinformation as major obstacles to their work.

While both sides acknowledge the dysfunctional relationship and its adverse effects on their roles and institutions, grievances persist.

Government communicators, including PIOs, have become less reliant on traditional news media to reach and inform residents, turning to technology and social media. This raises concerns, It undermines the Founders’ intentions and First Amendment protection for the news media’s role as government watchdogs and as a third-party verifier and explainer of government information.

Journalists criticize government communicators for acting as gatekeepers rather than gateways to access public information and officials. They also note their lack of timely responsiveness when it comes to negative or controversial stories.

From conversations with many individuals from these professions including members and representatives from their national organizations, both government communicators and journalists agree on the general dysfunction and its negative impact on their roles and institutions, as well as the growing public mistrust.

The declining public trust in journalism and government reveals two similar symptoms found in both industries: inadequate transparency and unsatisfactory engagement with customers and constituents. While each industry can address these issues independently, it is by also working together in an unconventional, but doable, collaboration that will yield greater results to both organizations and to society.

Research on reputation management and trust-building in the digital age consistently begins with transparency as the first recommendation. Transparency issues are often raised regarding government and other public institutions through complaints and lawsuits from journalists and open government advocates. And since all states have legislation that addresses transparency, violating these rules means breaking the law.

While transparency in the news media isn’t legislated, they must establish and abide by their own standards of openness. This includes transparency to the public in how news decisions are made, what topics are covered, and how bias and fairness are addressed.

In today’s digital society, engagement with constituents and customers can and should extend beyond traditional occasions such as community projects, council meetings, and viewer satisfaction surveys. Expanding public engagement and distributing it across organizations improves public knowledge and engagement experiences.

Decentralizing traditional hierarchical processes and increasing engagement shifts the focus to tailored content that creates “mini-publics” whose members have specific interests in public affairs and policy areas, such as public safety, climate change, healthcare, and education.

Transformational changes like these can’t occur without engagement technology platforms. These platforms are essential for increasing capacity and diversity in participation and for integrating conventional and digital engagement processes.

Both local government and local news play vital roles in their communities’ civic infrastructure. They should focus on tapping into residents’ enthusiasm about their community and align it with their public affairs and reporting work. Collaboration on public information and education campaigns can be achieved without compromising their autonomy.

Rebuilding trust in news and government can’t be accomplished in silos. While reporters and PIOs are on different teams, both are needed to rebuild trust and respect in their institutions. And by fostering greater transparency and improved public engagement they create a more informed, educated, and engaged public.