
Message Received: Trust Is Earned, but Not Guaranteed
Published: November 13, 2025
Hi Friends,
Thanksgiving is two weeks away, and the BG team is stirring the pot (literally). We want to know your take on the holiday classics: canned or homemade cranberry sauce? Dressing or stuffing? Pumpkin, apple, or pecan pie?
We’re taking votes, so let us know your favorites!
Also, don’t forget the turkey needs days to defrost (I swear, every year! 🙈)
We Have A Trust Issue
Our trust in information from news organizations continues to slide. According to the latest Pew Research Center survey, both Democrats and Republicans are feeling less confident in news, and younger folks are the most skeptical of all.
What we’re seeing:
- Trust in national news has dropped to 56%, down from 67% in March. Local news fares better at 70%, but that’s also down from 80%.
- Republicans register the most skepticism, with only 44% expressing trust, while even among Democrats, confidence has hit a record low of 69%.
- For adults under 30, trust in national news (51%) is now running neck and neck with faith in TikTok headlines (50%).
The bigger picture:
- Building or rebuilding trust requires tailored strategies that acknowledge generational and partisan divides.
- Younger audiences may need engagement that goes beyond traditional formats to meet them where they are, including social and local news outlets.
- For legacy news organizations and communicators to remain relevant and trusted, they must innovate and adapt their formats, channels, and engagement practices to rebuild confidence among skeptical, digitally native audiences.
Key takeaway:
Many Americans feel the news media is increasingly sensationalized and biased, with poor separation between facts and opinion pieces. This perception makes it hard for audiences to discern impartial reporting and increases mistrust, especially among those who see political bias from either end of the spectrum.

Tell the Full Story: Context and Comparability Matter
Andy Masley’s latest Substack post is a good reminder that when we talk about how AI impacts the environment, we should help readers understand how all the pieces fit together. Without clear comparisons and details, isolated facts risk misleading audiences about the real scale and impact of issues.
Key takeaways:
- Provide context by comparing AI and data center impacts to similar industries or uses, not just household consumption, so readers have a realistic perspective.
- Avoid implying hidden harms or secret water use without evidence, as this can undermine trust.
- Be transparent in reporting to prevent exaggeration of smaller issues and ensure audiences understand AI’s true environmental footprint.
- Focus on clear, accurate communication to build credibility and give readers a balanced view of AI’s environmental impacts.
Why it matters:
Without nuanced perspectives and proper context, readers end up with distorted views that obscure bigger challenges and misdirect attention. By sticking to transparency and comparability, communicators can help audiences make sense of complex environmental trade-offs and foster more informed public conversations.
CA Gubernatorial Candidates Discuss Healthcare in Inland Empire
Last week, our client The California Wellness Foundation, along with 10 other health-focused foundations, hosted a gubernatorial forum in Riverside titled Health Matters: A Conversation with Our Next Governor. The nonpartisan event focused on health access, affordability, and the broader social factors shaping well-being across California.
Bryson Gillette helped lead earned media efforts for the forum, securing coverage across print, broadcast, and radio outlets. The event drew hundreds of advocates and local leaders, with livestreams in English and Spanish provided by NBC4 and Telemundo 52.
If you are interested in hosting a gubernatorial forum or debate, let us know. We would love to help.
RSVP: AI & The Midterms — A Platform for Progressives
Join us for an exclusive conversation on tech safety and AI development. We are excited to share the latest, fast-evolving insights and discuss how Democrats can lead the conversation in the upcoming midterms.
Whether you are tuning in virtually or attending in person in DC, this is a great opportunity to get informed and engaged.
Don’t miss out. RSVP now: https://bit.ly/3XqspCs

Until Next Time
Let us know what is on your mind, the progress you have made or the hurdles ahead. We are here to listen and support.
—Bryson Gillette















































