Taking Australians behind the scenes of how news is gathered and verified

ThinkNewsBrands has today launched a new industry-wide initiative showcasing the craft of Australian journalism and giving audiences insight into the people, processes and professional standards behind the news they consume every day.

Featuring journalists from across Australia’s major news publishers, the initiative will feature content about how stories are researched, verified and produced, helping audiences better understand what distinguishes professional journalism and strengthening media literacy in an increasingly complex information environment.

Through a series of original behind-the-scenes stories, audiences will gain greater visibility into the editorial judgement, investigative work and rigorous processes that underpin trusted journalism.

The content will be shared across ThinkNewsBrands’ channels, participating publisher platforms, and the new @newsunlocked_au social handle, to bring Australians closer to the craft of journalism.

Understanding trusted journalism. ThinkNewsBrands CEO Vanessa Lyons said the initiative is in response to a growing need to help Australians better understand the process behind the journalism they rely on every day.

“Media literacy isn’t simply about identifying misinformation. It’s about understanding what professional journalism looks like, how it is produced, and why the process behind it matters.”

“Professional journalism is built on verification, accountability and editorial standards. We want to give Australians greater visibility into those standards and help them better understand why professional journalism continues to earn their trust.”

“The more people understand the craft of journalism, the more they understand the value it brings to our communities every day,” Ms Lyons said.

Behind the headlines. ThinkNewsBrands will share a series of recurring content formats, designed to take audiences behind the headlines and into Australian newsrooms.

Journalists will share the stories behind major investigations, explain how complex stories are researched and verified, answer common questions about newsroom practices, and provide authentic behind-the-scenes access to the daily realities of reporting the news.

The content will also explore how editorial decisions are made, why legal and ethical standards matter, how information is independently verified, and what happens before a story is published.

Rather than simply seeing the final story, Australians will gain insight into the people, judgement and professional processes that bring trusted journalism to life.

Why it matters. Australians are navigating an increasingly complex information environment, where AI-generated content, misinformation and an abundance of online sources make understanding information quality more important than ever.

Earlier this year, ThinkNewsBrands’ News Nation research found that 9 in 10 Australians consume news each week, while 2 in 5 actively use trusted news sources to verify information they see elsewhere. The research also found Australians remain among the world’s most concerned about misinformation and continue to place significantly greater trust in professional journalism than other information sources.

Ms Lyons said greater visibility into the journalism process will help Australians better understand what distinguishes professional journalism from other forms of content.

“Professional journalism is one of the few places where information is independently verified, challenged, edited and held to clearly defined standards before publication.”

“Helping people better understand that process contributes to stronger media literacy and greater appreciation for the role journalism plays in an informed society.”

Why it matters for brands. Ms Lyons said greater understanding of the rigour behind professional journalism also reinforces why trusted news environments continue to deliver value for advertisers.

“Where brands choose to show up matters. Trust is one of, if not the most, valuable assets for a brand. Professional journalism provides an environment built on credibility, accountability and transparency – and those qualities influence how advertising is received.”

“When marketers better understand the standards behind professional journalism, they also better understand why trusted news environments continue to deliver stronger attention, stronger trust and stronger commercial outcomes.”

News has never mattered more. By showcasing the craft of journalism and the people behind it, ThinkNewsBrands aims to strengthen understanding of the standards that underpin trusted news, while reinforcing why professional journalism continues to matter – for Australians, for society, and for advertisers.

To download videos shared on @newsunlocked_au, visit https://www.youtube.com/@ThinkNewsBrands

About ThinkNewsBrands

ThinkNewsBrands is the peak advocacy body for Australia’s news media. We champion the role of professional journalism which provides facts, accountability and public trust in an era increasingly shaped by misinformation, synthetic content and algorithmic amplification. We provide authoritative data, research and insights that demonstrate the enduring influence and commercial effectiveness of news publishing; equipping marketers, media agencies and brands with the evidence to make informed advertising investment decisions. At a time of growing uncertainty, news media offers Australia’s safest and most trusted advertising environment, creating clear commercial value for brands while strengthening the communities and democratic systems they serve.

Media Enquiries
Emma O’Sullivan
0402 466 459