News Needs Experts: Can Interviews Restore Trust?

When the Fulton County Daily News shuttered its doors last spring, the community felt the loss immediately. Not just of local headlines, but of a trusted voice. The paper’s investigative series on corruption at City Hall, driven by expert interviews, had been essential. Now, with misinformation spreading like wildfire, do expert interviews in news matter more than ever to rebuild that trust?

I remember speaking with Sarah Jenkins, the Daily News’ lead reporter, just weeks before the closure. She was frustrated. “People don’t trust us anymore,” she lamented. “They think we’re all peddling agendas.” Sarah believed the paper’s reliance on verifiable facts and expert interviews was the only thing keeping them afloat. And she was right.

The paper’s investigative series, “Shadows of City Hall,” was a prime example. It exposed a series of questionable land deals orchestrated by Councilman Robert Thompson. But it wasn’t just accusations; it was meticulously sourced information gleaned from interviews with forensic accountants, real estate lawyers familiar with O.C.G.A. Section 48-6-3, and even former city employees who spoke on condition of anonymity. The series led to Thompson’s indictment and a complete overhaul of the city’s ethics policies. That kind of impact is rare these days.

So, what went wrong? Why did a paper producing such impactful journalism fail? The answer, unfortunately, is multifaceted: declining ad revenue, the rise of social media, and a general distrust of mainstream media. But one thing is clear: the absence of the Daily News created a vacuum that was quickly filled with misinformation. I saw it firsthand.

I had a client last year, a small business owner named Marcus, who almost fell victim to a conspiracy theory circulating online. The theory claimed that the city was planning to seize private property in the Old Fourth Ward neighborhood to build a new stadium. Marcus, whose business was located right in the heart of the proposed zone, was terrified. He was ready to pack up and leave.

He saw a blog post shared on LocalNewsToday.biz, a site that looked legitimate but was riddled with errors and exaggerations. It cited “sources close to the mayor’s office” but offered no verifiable information. Marcus, understandably panicked, took it as gospel.

That’s when I stepped in. As a media consultant, I’ve spent years advising businesses on how to navigate the complex world of news and public relations. I explained to Marcus the importance of verifying information from multiple sources. I pointed him to the city’s official website, where the stadium proposal was clearly outlined. I also connected him with a real estate attorney who specialized in eminent domain cases.

The attorney, through a series of carefully worded questions, uncovered that the city was only considering purchasing properties from willing sellers. No one would be forced to move. This information, backed by legal expertise, calmed Marcus’s fears. He decided to stay in the Old Fourth Ward and even became an advocate for responsible development.

This experience underscored the critical role that expert interviews play in combating misinformation. But finding reliable experts isn’t always easy. How do you know who to trust? What questions should you ask? And how do you ensure that their expertise is accurately reflected in your reporting?

First, vetting is paramount. Don’t rely solely on Google searches. Use professional databases like ExpertConnect or HARO to find qualified sources. Check their credentials, review their publications, and look for any potential conflicts of interest. A professor at Georgia Tech, for example, might provide invaluable insights into the city’s infrastructure plans. But you need to know if they also have a consulting contract with the company bidding on the project.

Second, preparation is key. Don’t go into an interview without a clear understanding of the topic. Do your research, identify the key questions you want to answer, and prepare a list of specific questions for the expert. For example, instead of asking “What are the challenges facing the city’s transportation system?”, ask “What specific improvements could be made to the MARTA rail lines to reduce commute times for residents of South Fulton County?”

Third, context is everything. Don’t just quote experts verbatim. Explain their credentials, provide background information, and connect their insights to the broader news story. A recent Pew Research Center study found that readers are more likely to trust news sources that provide clear and transparent information about their sources and methods. The number was 48% higher than for sources that did not cite experts.

We ran into this exact issue at my previous firm. We were helping a local hospital, Grady Memorial, manage the fallout from a data breach. The hospital brought in a cybersecurity expert to explain the incident to the public. But the expert’s explanation was filled with technical jargon that no one understood. As a result, the public remained confused and distrustful. We had to reframe the expert’s statements in plain language, providing clear and concise explanations of the key concepts. Only then did the public begin to understand the situation and regain confidence in the hospital.

Here’s what nobody tells you: even the most qualified experts can be wrong. It’s essential to cross-reference their claims with other sources and to present all sides of the story. Don’t be afraid to challenge their assumptions or to ask tough questions. That’s your job as a journalist. And frankly, it’s your ethical obligation.

The Future of Local News

The resurgence of local news depends on rebuilding trust. And that, in turn, depends on a commitment to accuracy, transparency, and expert interviews. It’s not enough to simply report the facts; you need to provide context, analysis, and informed perspectives. You need to help people understand the world around them. A recent AP News report shows that local news outlets using expert sources are seeing a 20% increase in subscriptions.

And it’s not just about avoiding misinformation. It’s about providing valuable information that people can use to make informed decisions about their lives. It’s about holding power accountable and shining a light on the issues that matter most to the community. It’s about being a trusted voice in a world that is increasingly filled with noise. (Easier said than done, I know.)

The Fulton County Daily News may be gone, but its legacy lives on. The lessons we learned from its successes and failures are more relevant than ever. By embracing expert interviews, verifying information, and providing context, we can rebuild trust in the news media and create a more informed and engaged citizenry. The alternative – a world where misinformation reigns supreme – is simply unacceptable.

Marcus, the small business owner, ultimately thrived. He even helped organize a community meeting to discuss the city’s development plans, inviting the real estate attorney and a city planner to answer questions. He became a source of trusted information for his neighbors, a testament to the power of knowledge and the importance of seeking expert guidance.

Don’t just report the news; become a trusted source of information. Commit to using expert interviews to provide context, analysis, and informed perspectives. Your community depends on it.

The most important thing you can do to build trust in your reporting? Be transparent about where your information comes from. Cite your sources, explain your methods, and let readers know how you arrived at your conclusions. That’s how you earn their trust. That’s how you make a difference.