Abu dhabi: BRIDGE Summit 2025 and the Alliance for Trust in Media have announced a cooperative effort to restore public confidence in journalism and guide audiences toward reliable sources of information. Eric Schurenberg, Founder of the Alliance for Trust in Media, emphasized the alignment of goals between the two entities, underscoring their shared commitment to reimagining the information environment and fostering trust between audiences and media.
According to Emirates News Agency, during the summit held at the ADNEC Centre in Abu Dhabi, Schurenberg outlined the Alliance's multifaceted approach to enhancing media trust. This includes supporting newsrooms in experimenting with new content formats, audience strategies, and technologies, as well as measuring the impact of these innovations on trust. Furthermore, the Alliance collaborates with universities and civic organizations to improve media literacy among adults, equipping them to identify credible content in a densely populated information landscape.
Schurenberg, an editor-in-chief at Amplify Publishing Group and a former CEO of Inc. and Fast Company, stressed the importance of educating both journalists and audiences. He noted that newsroom routines often prioritize peer approval over audience needs, while audiences must increasingly recognize trustworthy sources. He also highlighted the In Reality podcast, which he hosts, as a platform tackling issues of truth, disinformation, and media integrity through discussions with experts aiming to counter falsehoods and promote reliable information.
Reflecting on his career prior to founding the Alliance, Schurenberg shared insights from his tenure as a business journalist at prominent publications like Fortune, Money, Business 2.0, and CBS MoneyWatch, as well as his leadership roles at Inc. and Fast Company. These experiences, he noted, underscored the necessity for journalists to uphold competence, honesty, and integrity, with the success of any publication hinging on audience trust and the adherence to journalistic principles.