Public trust in the media is one of the key issues of contemporary society. In my guest appearance on the Biznis Priče podcast, I spoke about the reasons behind the erosion of trust, how digital platforms have reshaped the media industry, and what media organizations can do to rebuild their credibility.
This conversation opened up important topics that go beyond the media sector itself and address the relationship between information, responsibility, and audiences in the digital age.
The crisis of trust in the media: How did we get here?
One of the central themes of the discussion was the crisis of trust in the media. Today’s audiences are exposed to an overwhelming volume of information, yet they increasingly struggle to distinguish reliable sources from manipulative or sensationalist content.
The decline in trust is driven by several factors, including the dominance of speed over accuracy, pressure from algorithms and performance metrics (clicks, reach, engagement), the blurring of lines between editorial and commercial content, and a lack of transparency in editorial processes. Trust is not lost overnight, but it can quickly collapse when clear professional standards are abandoned.
Digital transformation of the media and the impact of Social Platforms
Digital transformation has fundamentally changed the way media operate. Social networks and platforms have become the main distribution channels, while at the same time taking control over content visibility. During the conversation, we emphasized that social platforms must not replace media identity, that algorithms cannot substitute editorial responsibility, and that media organizations must develop their own digital strategies independent of platforms. Websites, mobile apps, and a direct relationship with audiences remain the foundation of long-term media development.
How public trust is built in the digital environment
Public trust cannot be “optimized” through technical tricks. It is built gradually and systematically. Key elements in building trust in the media include consistent editorial standards, a clear distinction between news, opinion, and advertising, transparency in newsroom operations, and respect for the audience’s intelligence. Today’s audiences are highly capable of recognizing authenticity—but also manipulation.
The role of leadership and organizational culture in media
We also discussed leadership in media organizations and the internal challenges newsrooms face in the digital era. Digital transformation is not merely a technological issue; it requires changes in mindset, organizational culture, and attitudes toward content. Without strong leadership, teams lose focus, strategy becomes short-term oriented, and content quality becomes secondary. Media organizations that aim for sustainable growth must invest in people, knowledge, and clearly defined values.
Why trust is the most valuable asset in media
One of the key messages of the conversation was that public trust is the most valuable asset any media organization can have. Without trust, there is no loyalty, no sustainable business model, and no long-term impact. In an era of short attention spans and rapid information flow, media outlets that commit to quality, credibility, and responsibility have a real chance to survive and grow.
Guest appearance on the Biznis Priče Podcast
Biznis Priče is one of the most influential regional podcasts focused on business, leadership, and professional development, led by the author Vladimir Stanković. This conversation about media and trust provided an opportunity to examine the topic from a broader social and business perspective.
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