Public trust in journalism is in a bad place. But this is not news to anyone anymore.

It is a fact that has been trotted out regularly since the events of the Leveson Inquiry into phone hacking. But other than the creation of Impress, few practical steps have been taken to rebuild those vital bridges between the media and those they are seeking to inform in the name of democracy.

More than a decade after the creation of Impress, a new survey from YouGov and the Press Recognition Panel (the organisation that ensures the independence of Impress as a regulator) has shown that very little has changed for the public.

But in 2025, Impress has taken a huge step to help halt and reverse the declining trust in the journalism industry.

Creating Ethical Media and Journalism is a new CPD-accredited training course that upskills participants in crucial skills required to create accurate, public interest journalism that does not impinge on the rights of the public.

So, here are just some of the ways the course can address the problems highlighted by YouGov and the PRP. 

The central purpose of news is to provide accurate information to the public.

However, the YouGov survey found that every medium of news – except radio – is perceived to prioritise attracting a large audience over providing accurate information.

Blogs and online-only news outlets ranked the lowest in this section, with 70% and 69% of respondents respectively believing they value getting clicks and traffic over accurate portrayals of events.

What can we do?

While opinion and comment have their place in journalism, providing the public with facts should always be a publication’s top priority.

As part of Creating Ethical Media and Journalism, participants will receive a comprehensive grounding in the importance of accuracy and how skewing or misrepresenting information can lead to trust crumbling.

One section of the survey assesses which press behaviours the public have concerns about when it comes to news production.

More than 80% of respondents felt that political bias, exaggeration of facts, blurring of news and opinion, failing to represent groups and people fairly, and invasions of privacy were all frequently undertaken in the press.

Other behaviours that ranked high among concerns included publishing misleading information, failing to correct mistakes, employing unethical news gathering techniques, and using AI-generated content. More than 60% believed these behaviours were ‘often’ exhibited.

What can we do?

A lack of professional development opportunities for journalists has meant they are unable to upskill when fresh concerns from the public emerge or when news production changes.

As part of Creating Ethical Media and Journalism, participants learn how unethical behaviours impact on the public as well as practical steps they can take to enact change in their own news production.

Modules focusing on accuracy, right to privacy, community journalism, accountability, navigating personal bias, the use of emerging technologies, and more leave the course as the most comprehensive tool available to reporters to adapt to the desires of their audience.

Addressing issues you are facing in the present is always going to be important. But addressing long-term threats to trust is even more vital.

In the YouGov survey, the public say they believe practices such as using AI-generated content, publishing clickbait, unfairly portraying groups or people, and blurring news and opinion are becoming more common.

What can we do?

Ensuring that your publication has a clear ethical framework in place for its work is essential to implementing consistent practices that build trust with the public.

Throughout Creating Ethical Media and Journalism, journalists will formulate a framework that works for their specific environment, ensuring they can continue to hold power to account while maintaining responsible practices.

Built in collaboration with the University of Huddersfield, Creating Ethical Media and Journalism is a CPD-accredited course, meaning participants know they will receive professional development of the highest possible standard and receive a qualification for their work.

Featuring more than 40 hours of content, Creating Ethical Media and Journalism includes first-hand case studies from organisations such as the Poynter Institute, The New York Times and the BBC, as well as videos and podcasts to support and reinforce learning.

You will also learn from those who have felt the brunt of poor journalistic ethics in the past, including mental health charities, women’s rights campaigners and disability activists.

Over the nine modules, you will work to create your own ethical framework that will allow you to navigate future ethical issues with confidence, improving the quality of journalism available to the public in the process.

After an overview of ethical theories, you will go on to learn about the rights of the public – including privacy, freedom of speech and access to public information – bolstering their ability to operate in the public interest.

You will then learn more about topics such as:

• The importance of trust in journalism
• Navigating bias
• What it means to be accurate
• Attribution and plagiarism
• Defamation and how it can be avoided
• Creating ethical content on social media
• Using AI ethically
• Protecting personal data
• Carrying out investigative journalism ethically
• Discrimination and community journalism
• Mental health and working with vulnerable people

So, are you ready to rebuild trust with your audience? Find out more and begin your journey below.

About Impress 

Impress is a champion for news that can be trusted. We are here to make sure news providers can publish with integrity; and the public can engage in an ever-changing media landscape with confidence. We set the highest regulatory standards for news, offer education to help people make informed choices and provide resolution when disputes arise. 

Media enquiries

Louie Chandler: louie@impressorg.com / 02033076778