In a time when misinformation is increasingly pervasive, local broadcasters are vital pillars of trust in the communities they serve. Their role in delivering accurate, unbiased information is critical – especially during elections when voters rely on them for facts about the candidates and the issues. Broadcasters are uniquely positioned to provide their communities with verified news that helps them make informed decisions and reinforces their role as the most trusted voices in local media.
As the 2024 election approaches, broadcasters are strengthening their ties with the communities they serve. By partnering with fact-checkers, staying informed on election laws and maintaining transparency, they ensure their coverage meets audience needs while safeguarding democracy. Broadcasters are at the forefront of this effort, taking proactive steps to verify information and deliver accurate news. Their ongoing commitment to integrity and community-focused reporting reinforces public trust and underscores broadcasters’ role in providing reliable, fact-based journalism.
Ellen Crooke, senior vice president of news at TEGNA, underscores the increasing challenges broadcasters face in today’s media landscape. “With the surge of AI and an historic political year, we made sure our newsrooms are equipped to identify and alert audiences to false information and images.” As misinformation becomes more sophisticated, Crooke emphasizes the critical need for newsrooms to stay ahead of evolving technology and its influence on election coverage, ensuring that audiences receive accurate and reliable information when it matters most.
Julia Ziegler, director of news and programming at Hubbard Radio’s WTOP, adds, “In a world where a lot of misinformation is shared from unverified sources and where that misinformation can go viral, it has become our job to debunk that.” Her station’s focus on dispelling misinformation ensures that communities can rely on their local broadcasters for clarity.
Tim Tunison, news director at Hearst Television’s WBAL-TV, speaks to the long-standing trust broadcasters have cultivated: “We’ve spent decades building trust with our audience—that’s not something we take lightly. We feel this responsibility each and every day.” This commitment to trust supports the role broadcasters play in being reliable sources for their communities.
Carlos Valdez, programming director at Bustos Media, reflects on the difficulty of ensuring accurate reporting: “Trying to ensure that information doesn’t result in disinformation, trying to ensure that information is as impartial as possible and as truthful as possible is hard work; it’s a difficult job; it’s not easy but, in any event, we’re going to try, above all, to achieve it.” Valdez emphasizes the responsibility broadcasters bear in protecting the public from misinformation.
As trusted voices in their communities, broadcasters are doubling down on efforts to verify information and build trust with their audiences during this critical election season. Armed with NAB’s 2024 Election Toolkit, stations are delivering transparent, fact-checked reporting for their audiences while standing as pillars of democracy.
