Reginaldo Osnildo
Trust is everything in local journalism. Here's how to build credibility and lasting relationships with your Substack readers—without being a media giant.
Hey friend, Reginaldo Osnildo here again.
Let’s get real: in local journalism, trust is the whole game.
You can write great stories, grow your email list, even monetize…
But if your readers don’t trust you—none of it lasts.
The good news?
You don’t need to be a big media company to build trust. In fact, being independent is your superpower.
In this article, I’ll show you exactly how to earn and keep the trust of your community—one newsletter at a time.
1. Be Consistent (Even When You’re Imperfect)
Nothing builds trust like showing up when you say you will.
Even if your post is shorter than usual or life gets in the way, just send something.
Why it matters:
- Your readers know they can count on you
- It proves you’re serious about the work
- It builds routine and familiarity
Pro tip: If you miss a week, just explain it honestly. People respect transparency more than perfection.
2. Own Your Perspective
You don’t need to pretend to be a neutral robot.
In fact, your point of view is part of why people subscribe.
But here’s the key:
- Be honest about where you’re coming from
- Separate reporting from opinion (label them clearly)
- Acknowledge when your perspective is limited
When readers understand your lens, they can interpret your work fairly.
3. Use Sources and Link Out
Build credibility by showing your work.
- Link to official statements, meeting minutes, or city council documents
- Name your sources (unless anonymity is needed)
- Let people verify the information themselves
This builds transparency and authority—even if you’re a solo journalist.
4. Admit When You Don’t Know
No one expects you to know everything.
And pretending you do? That kills trust fast.
If something’s still developing or unclear, just say:
“We’re still gathering details. I’ll update this post as more comes in.”
This honesty makes you more trustworthy—not less.
5. Invite Feedback and Corrections
One of the best trust-builders? Opening the door.
At the end of your posts, include a line like:
“Did I miss something? Hit reply and let me know.”“Have a correction or tip? I welcome it.”
This shows your readers:
- You’re listening
- You care about accuracy
- You’re open to improving
It’s rare. And that’s why it works.
6. Highlight Local Voices, Not Just Your Own
You build trust by amplifying others.
Make space in your newsletter for:
- Community interviews
- Reader-submitted stories or photos
- Polls or surveys
- Public comments and opinions (respectfully curated)
This turns your newsletter into a shared platform—not just a broadcast.
7. Be Transparent About Monetization
If you’re charging for subscriptions, running sponsorships, or earning affiliate revenue—just say so.
Explain:
- What’s free vs. paid
- How subscriptions support your work
- Who sponsors you and why you partnered with them
Readers appreciate honesty. It makes your ask feel human and fair, not sneaky or corporate.
8. Show the Human Behind the Newsletter
People don’t trust brands. They trust people.
So let your personality show:
- Share behind-the-scenes updates
- Talk about your motivations and challenges
- Include a photo or personal story once in a while
When readers feel like they know you, they’ll trust your voice—and root for your success.
9. Respond to Emails and Comments
Even a one-line reply can mean the world to a reader.
It shows you’re:
- Present
- Approachable
- Grateful
This kind of personal engagement builds loyalty that lasts.
10. Keep Promises (Or Explain When You Can’t)
Said you’d post on Fridays? Do your best to keep that rhythm.
Teased an upcoming series or interview? Follow through.
When you deliver on small promises, your audience will trust you with the bigger ones.
And if something changes, no problem—just let them know why.
Want the Full Roadmap to Build a Trusted Local News Brand?
If you’re serious about turning your newsletter into a trusted resource for your community, I’ve got just the guide:
👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network
Inside, you’ll get:
- Trust-building strategies
- Reader engagement playbooks
- Templates for transparency and sourcing
- Monetization models that respect your audience
- A 30-day action plan to launch with confidence and credibility