European Federation of Journalists

Trust and quality in journalism

With the proliferation of the so-called “fake news”, rebuilding trust and  ensuring quality in journalism are becoming ever more important to fight against disinformation. How can journalists and media reach a diverse audience and provide trustworthy information to citizens to participate in the democratic processes and make informed choices?

Meanwhile, the question of finding sustainable financing for journalism remains as a challenge. Today, journalists are working in an increasingly precarious condition – more workloads, longer hours and more demands on multiple skills. Without decent working conditions and sustainable financing models, quality journalism can barely thrive.

The new project, Trust and quality in journalism, with key social partners European Broadcasting Union (EBU) and the European Newspaper Publishers’ Association (ENPA), aims to find innovative ways for latest training needs and cooperation to address all these key issues.

Overall objective

The main objectives of the project are to promote best practices, exchange ideas on key issues that influence the main topic of the project through five workshops and a final conference. It also aims to engage in social dialogue with national and European partners.


Five thematic capacity-building workshops focusing on:

A final conference with a focus on Gender equality and diversity, building upon EFJ adopted Gender Manifesto with a focus on violence against women (Malaga, Spain), March 2022.

Expert Exchange Visits: personal and intensive coaching from a one-on-one, hands-on approach to deal with specific issues and develop tailor-made strategies.

Studies: an updated study on digital journalism and new financial models; a manual for the Copyright national implementation work; and a case study on how long journalists stay in their profession.


New EFJ study: Sustainable innovative journalism and new business models

Today, the European Federation of Journalists (EFJ) published a report examining initiatives that aim to promote sustainable innovative journalism, including those that explore new business models. This report, written by international media expert Marc Gruber follows and updates a previous report on digital journalism and new business models and a workshop held in 2018. Against the backdrop of a collapsing traditional business model for media, journalism has to constantly reinvent itself and be viable and financially sustainable. Structured in six sections, this report provides numerous examples and approaches that show common trends and ideas to reach this much-needed sustainability and innovation. The survey found that successful…

Takeaways of webinar “Trust in media: Trends, skills and training in journalism”

On 23 and 24 June, the European Federation of Journalists (EFJ) organised a two-day webinar on trends, skills and training in journalism as part of the Trust and quality in journalism project. Invited speakers addressed what journalistic skills are needed to thrive in the digital world and how media companies and journalists’ organisations can provide support to journalists. Day 1 The first day’s speakers were media professionals from various fields who shared their insights on the latest trends in journalism and skills required. Monique Hofmann, General Secretary of the German journalists’ union, dju in ver.di, opened the webinar by emphasising…

Online seminar “Trust in media: Trends, Skills and Training in Journalism”

The journalistic profession is rapidly changing as a result of the emergence of new technologies. Journalists are expected to acquire new skills and do multi-tasking. They have to be an all-in-one journalist, photographer and camera operator. At the same time, they are caught up in the 24-hours news cycle and lack the time to take part in training in order to learn new skills. Instead, most of them are learning these new skills while performing their jobs. Media companies are less and less interested in offering training for their journalists due to budget cuts. How can we solve this dilemma…

Media need to work on their brand identities to gain trust, report says

The Reuters Institute for the Study of Journalism (RISJ) published a new study on what trust means to news audiences based on focus groups and in-depth interviews in four countries: the UK, US, India and Brazil. The report found that there is a certain gap between what journalists versus what audiences associate with trust and that news media need to re-define and better communicate their brand identities. The report “Listening to what trust in news means to users: qualitative evidence from four countries” was published on 22 April as part of RISJ’s £3.3m Facebook-funded Trust In News project. It comes after…

How to build trust and engage audiences? Our takeaways from journalism experts

How can audience engagement and artificial intelligence help regain trust in quality journalism in an age of information overload and disinformation? This and further related questions were at the core of the Trust in media webinars taking place on 25 and 26 March. The European Federation of Journalists (EFJ) hosted two webinars as part of the Trust and quality in journalism project, which is co-funded by the European Commission. Here is a summary of the main themes and statements expressed during these webinars. Spread over two days, eight distinguished speakers and two moderators shared their knowledge and research on how…

Online Seminar “Trust in media: Audience Engagement & Artificial Intelligence”

In an age of information overflow when disinformation is on the rise, media plays an ever-important role in providing trustworthy and quality information to citizens. With insights offered by our experts in the field, this workshop will address the pressing questions: How can fostering audience engagement and artificial intelligence properly improve quality in journalism and regain trust from audiences? How has Covid-19 changed the trust relationship between the media and its audiences? Registration You can already register for the workshops. Click here to register for Day 1, click here to register for Day 2. Below, you find the draft agenda…