Trust and Information in a Changing World: Insights from Ellen McCarthy

In a recent episode of Navigating Noise, I had the privilege of speaking with Ellen McCarthy, CEO of the Trust in Media Cooperative and former Assistant Secretary of State for Intelligence and Research. Her diverse career journey—from journalist to intelligence officer—provides a unique perspective on trust, information, and the evolving dynamics of media and intelligence. Here are the key insights from our conversation.

The Overlap Between Journalism and Intelligence

McCarthy drew parallels between her experiences in journalism and intelligence, emphasizing their shared mission of uncovering the truth. While journalists aim to inform the public and hold institutions accountable, intelligence analysts focus on delivering "decision advantage" to policymakers. Both require rigorous research, critical analysis, and the ability to present complex information clearly.

However, the divergence lies in their audiences: journalists serve the public, while intelligence analysts cater to private stakeholders like policymakers and military officials. This difference in readership creates distinct challenges in building trust and delivering actionable insights.

The Decline of Trust in Media

Gallup’s research, which McCarthy leverages at Trust in Media, highlights a disturbing trend: trust in major democratic institutions—including the military, schools, and media—has been in decline since the 1970s. Media has faced the sharpest drop, with only 32% of Americans expressing trust in traditional media. McCarthy believes this figure will decrease further.

Interestingly, local institutions—such as local media, government, and businesses—have retained relatively stable levels of trust. McCarthy attributed this to the power of personal relationships. Whether in intelligence or media, trust is fostered through proximity, engagement, and a deep understanding of the audience's needs.

The Role of Intelligence in Policymaking

McCarthy shared fascinating insights into the U.S. intelligence community, particularly the Bureau of Intelligence and Research (INR) at the State Department. INR's small size and close proximity to policymakers allow its analysts to develop strong, trusted relationships, resulting in highly impactful analysis.

Unlike larger agencies like the CIA or DIA, INR analysts often stay in their roles for over 17 years, fostering deep expertise. This long-term commitment, coupled with their focus on unclassified, open-source information, positions INR as a model for integrating new technologies like artificial intelligence into intelligence workflows.

Addressing the Challenges of the Digital Age

The digital era has transformed both journalism and intelligence. For journalists, the shift toward commentary and revenue-driven content has created echo chambers, eroding trust. McCarthy argued that media organizations must return to a straightforward reporting approach: “Tell me what you know, what you don’t know, and what you think.”

In intelligence, the integration of open-source intelligence (OSINT) has been slow, partly due to cultural and security concerns. INR, with its expertise in working with publicly available information, serves as a potential testbed for advancing OSINT practices.

Rebuilding Trust Through Local Connections

McCarthy emphasized the importance of local media and grassroots engagement in rebuilding trust. Podcasts, for example, have emerged as a popular medium for fostering human connection and sharing information in an accessible, relatable format.

The challenge ahead lies in bridging the gap between quality information and public trust. McCarthy’s Trust in Media Cooperative aims to address this by promoting awareness of what constitutes reliable information and providing tools for consumers to identify it.

Looking Forward

As the intelligence and media landscapes continue to evolve, McCarthy’s insights highlight the critical need for transparency, integrity, and relationship-building. Whether it's journalists holding power to account or intelligence analysts supporting policy decisions, the core principles of trust and clarity remain constant.

What steps can institutions take to regain public trust in an era of rapid change? The answer may lie in prioritizing local connections, embracing innovative tools, and reaffirming their commitment to truth.

Join the Conversation

To learn more about Ellen McCarthy’s work with Trust in Media, visit www.timcoop.org. Your ideas and contributions can help shape the future of trustworthy information.

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