For the third year in a row, trust in the news media has fallen to a record low. According to Gallup, only 28% of Americans say they trust what they read or see. Among Democrats, that number is 51%. Independents: 27%. Republicans: just 8%.
That’s not polarization. That’s collapse.
When institutions lose credibility, the vacuum doesn’t stay empty. It gets filled by those who communicate directly—with clarity, consistency, and purpose.
Own the Message
You don’t need a reporter to interpret your message or twist it to fit someone else’s frame. Build your own audience. Tell your own story.
Every organization now has the tools to speak directly to its stakeholders. The question isn’t whether you can. It’s whether you will.
The Gatekeepers Have Lost Trust
The traditional gatekeepers no longer define credibility. Audiences are choosing who to listen to based on authenticity, not access. The future belongs to leaders and organizations who show up consistently, communicate clearly, and build community around shared values.
Build Community. Earn Trust. Drive Results.
When you own your narrative, you don’t chase headlines—you create impact. Direct communication builds trust faster than any media filter can. It connects your mission to the people who matter most.
The gatekeepers have lost trust. The future belongs to those who speak directly, build community, and show up with conviction.
That’s how you own the narrative and drive results.
Northbound Strategy helps organizations communicate directly with their audiences through owned short-form video, storytelling, and strategic content that builds trust and drives measurable results.
