February 12, 2026 —Leaders of the Center for Integrity in News Reporting (CFINR) have spent the past several months delivering a consistent message to press associations across the country: trust in journalism has eroded, but it can be rebuilt through objectivity, transparency and discipline. Speaking to journalists, publishers and newsroom leaders at the Kentucky Press Association in Louisville, the Minnesota Newspaper Association in Minneapolis, the North Carolina Press Association in Cary, and the national Newspaper Association Managers conference in Washington D.C., CFINR Executive Director Rufus Friday outlined the organization’s growing national footprint and urged newsrooms to recommit to impartial reporting at a time of historic public skepticism. Additional speeches and visits have also included press associations in Tennessee, Mississippi and Arkansas. “Journalism still matters,” Friday told attendees at the Kentucky Press Association’s winter convention in January. “And journalism still needs every single one of you.” Across the four appearances, Friday emphasized that declining trust in the media is not anecdotal, but measurable. Citing long-term Gallup polling , he noted that public confidence in the news media has fallen to levels not seen in five decades, with just 28 percent of Americans expressing trust. “Trust in the media in America is at its lowest point in 50 years,” Friday said during his Minnesota address. “This is not just an opinion; it’s a reality backed by data.” Friday told press association leaders that trust has become polarized as well as diminished, with Americans increasingly divided over which outlets they consider credible. In that environment, he argued, objectivity and clarity are not abstract ideals but practical necessities. “In moments of tension, uncertainty and fear,” he said in Minnesota, “clear-headed, impartial reporting is not just a professional ideal. It’s a public service.” At all four stops, Friday framed the Center’s work as a response rooted in action rather than criticism. Founded in 2024, CFINR focuses on recognizing impartial and objective news reporting, strengthening state-level journalism awards, partnering with journalism schools and encouraging news organizations to publicly articulate their core journalistic values. “Our mission is simple, but it is not small,” Friday said in Kentucky. “To restore trust in journalism through fairness, objectivity and transparency.” A central focus of the speeches was the Center’s expanding awards program . CFINR now presents six national awards of $25,000 each for objective reporting across print, broadcast, cable, digital and investigative journalism, along with reporting by members of the White House Correspondents’ Association. Unlike many journalism contests, the awards have no entry fee and allow journalists to submit work directly. “These awards send one simple message,” Friday said. “Objective journalism still matters and we go all out in recognizing and rewarding these journalists for it.” The organization is also expanding state-level awards through partnerships with press associations. With support from the Southern Newspaper Publisher’s Association Foundation and the Stanton Foundation , CFINR will soon offer $5,000 awards for impartial reporting in nearly two dozen states, with the goal of eventually reaching all 50. Friday told national association managers that recognition matters most when it happens close to home. “Trust in media is built locally,” he said. “It is built in city halls, school board meetings and courtrooms.” Another recurring theme was transparency. Friday repeatedly urged news organizations to adopt and prominently display statements of core journalistic values , drawing a clear line between reporting and opinion. “When readers know what you stand for, they stop guessing — and start believing,” he said during the Kentucky luncheon. “Credibility is a newsroom’s greatest asset and impartiality is its strongest source of trust.” Throughout the speeches, Friday emphasized that rebuilding trust will not happen through a single initiative or message, but through sustained, everyday decisions inside newsrooms. “Trust isn’t rebuilt by one speech or one survey,” he said in Washington, D.C.. “It’s rebuilt one decision, one headline, one newsroom policy at a time.” Associations, universities, or organizations interested in inviting a CFINR speaker can contact Rufus Friday at rfriday@cfinr.org .

" Don’t blame rapacious owners for the loss of public trust. Blame biased, incompetent reporting. "