Posted 4 September 2025
In an age of rolling headlines, shrinking newsrooms, and growing public distrust, the relationship between charities and journalists is arguably more vital, and more strained, than ever.
That was the central theme of discussion at Stronger Voices: Reimagining Relationships Between Charities and Journalism, a roundtable hosted by Media Trust in May 2025.
Held at the beautiful St Ethelburga’s Centre in London, the event brought together equalities-focused charities and journalists from national and local media to have an honest, off-the-record conversation about what’s working, what isn’t, and what needs to change.
The result was a conversation that surfaced thoughts often left unsaid, cut through formalities, and created space for real reflection and challenge.
The picture painted by journalists in the room was one of extreme pressure and diminishing resource. With one-person news teams becoming the norm, conversation’s focused on there being little time for in-depth research or prolonged dialogue with charities.
‘Churnalism’, the practice of producing content at speed, often at the expense of quality and in favour of clickbait, was mentioned more than once. It’s clear there’s now a heavy focus on what gets clicks, rather than what informs, educates, or challenges.
These pressures are worsened by wider structural forces, such as concentrated media ownership, political influence, and collapsing funding models. All of this and more shapes what stories are told, how they’re told, and who gets to tell them.
What does this mean for charities? It’s clear that there is a shrinking appetite for complex or ‘difficult’ stories, and when coverage does happen, it can feel rushed, decontextualised or unsafe – especially for charities working with vulnerable people.
As Claire from Headway East London put it, “There are very real consequences when news coverage goes wrong.”
There was a shared acknowledgment that trust between charities and the media is fragile. For many charities, particularly those led by or serving marginalised communities, engaging with journalists doesn’t often feel like a safe or collaborative experience. Others described feeling that they had to simplify complex realities to fit what publications would run.
Lara from the Migrant Democracy Project mention that they often feel pressured to present “the perfect migrant story” in order to get coverage – an approach that may win headlines in the short term, but can undermines the long term goal of changing narratives and tackling injustice for migrants in the UK.
Hardeep of Byline Times asked, “Who is this style of news actually for?” This question highlights how fast-paced, simplified news formats often exclude the nuance and depth needed for charities to feel that seeking media coverage is actually worthwhile.
Throughout, there was a strong sense that this wasn’t about blame. Instead, it was about recognising the systems and constraints at play, and asking what we can do, together, with a shared commitment to doing things differently.
Colourful illustrated notes from the roundtable by Tamara-Jade Kaz from Media Trust’s Stronger Voices roundtable. It highlights best practice tips for charities, like building reciprocal relationships, using cultural hooks, and seeking co-creation. It also covers challenges such as churnalism, declining trust in news, and extraction over collaboration. It features sketched portraits of speakers alongside playful icons, lightbulbs and doodles.
Whilst the very real challenges were voiced and discussed, practical and thoughtful next steps also emerged from the roundtable.
Journalists and charities alike agreed: relationships take time. But they’re essential. Mutual trust, built slowly and respectfully, makes it more likely that stories will be told well and with care. That might mean turning down a fast story now in favour of a deeper partnership later.
Linsey from Girls Friendly Society also encouraged fellow charities to research the journalists who get in touch, just as journalists will research them. Look at their past work, follow them on social, and consider starting a dialogue before the story is urgent.
Media coverage can have both positive and unfortunately, sometimes negative long-lasting impact. Several charity professionals said they regularly decline interviews from certain publications due to concerns around tone, accuracy, or safety for their beneficiaries. And they’re right to be cautious.
Journalists can help by offering off-the-record conversations, listening to concerns, and thinking creatively about how stories are told. Whether that’s using anonymised case studies or involving people with lived experience as collaborators, not just for click-bait quotes.
Stories in national high-reach media outlets aren’t the only route. Several participants shared how working with smaller, mission-led platforms can often offer more control, care, and collaboration.
Two such outlets, Greater Community Media (GCM) and Byline Times, were part of the roundtable and shared insights into how they’re rethinking journalism from the ground up. GCM focuses on rebuilding local trust through community-led storytelling, while Byline Times champions investigative, values-driven reporting often overlooked by mainstream media outlets.
Participants spoke of the rise of social media and algorithm-driven content has changed the landscape. As Lucas from GCM discussed, in today’s fast-moving media environment, charities aren’t just pitching stories, they can also be the storytellers. By creating content within their own communities, charities can take greater ownership of the narrative and push back against dominant, oversimplified media frames.
Charities asked whether more support could be given to help frontline staff and beneficiaries feel confident in engaging with the media. Programmes like Neon’s spokesperson training were mentioned as a valuable training programme. But there was also a wider call for journalist training too, especially around working with charities, trauma-informed interviewing, and ethical storytelling.
Don’t do media for media’s sake. Not every story needs to be told right now, and not every opportunity is the right one. Think about your audience, your values, and the long-term impact of sharing a story, not just the immediate reach.
Voiced by several people in the room was the sentiment that it shouldn’t fall solely on charities to ‘fix’ this fractured relationship. Journalists and mass media must also question the structures and incentives that shape the stories they tell. That includes challenging the demand for simplicity, the speed, and the way certain narratives are consistently amplified or ignored.
And yet, even with all the challenges on the table, there were sparks of optimism about what better collaboration could look like. “There are journalists across publications who care deeply about civil society, they may sometimes be in the minority, but they are there,” shared Joseph from The Guardian.
Participants highlighted collaborations that had gone well, from local series to national campaigns. Rabia from Hidayah LGBTQIA+ highlighted their collaboration with The Drum to create a podcast series, offering a thoughtful and nuanced platform for their community’s voices. Maya also pointed to the Independent’s Brick by Brick campaign with Refuge, which not only resulted in powerful storytelling but also supported fundraising and long-term relationship building.
15 session participants sit around a long table deep in discussion. They sit in a converted church building with tall ceilings and a exposed brickwork in view.
The message was clear: trust is not a given. It’s something we build. Story by story, contact by contact, and honest conversation by honest conversation.
The roundtable wasn’t about finding neat solutions, but rather, it was a chance to start asking better questions.
As the media and charity sectors both adapt to fast paced change, perhaps the most radical thing we can do is to slow down, listen, and co-create new ways of working, ones that centre people, context and care.
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The visual notes displayed on this page were created by the talented Tamara-Jade Kaz.
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