Punta Cana (October 18, 2025) — In a global context marked by declining trust in the media, Sonal Shah, CEO of The Texas Tribune, emphasized in a conversation with María Lorente, AFP’s Regional Director for Latin America, the importance of rebuilding credibility through direct contact with audiences and editorial and financial transparency.
“Today we are reimagining how to rebuild trust in an age of information overload. We no longer compete against other media outlets, but against the attention people give to their cell phones,” she explained. According to Shah, the loss of trust in the U.S. press has also been aggravated by the weakening of local journalism, which has led to a concentration of coverage in national outlets.
The arrival of Donald Trump to government also intensified the erosion of media credibility in the United States. “The president is using all his power and tools to carry out a strategy against the press. He has been talking about why the press shouldn’t be trusted since even before 2016.”
Local journalism: how to regain credibility
For The Texas Tribune’s CEO, one of the main ways to rebuild trust is by being available to local communities. “We are a public-interest organization that serves local communities, and the more we build trust there, the more people know they can come to us.”
For Shah, journalism must be present where the audience is. Although The Texas Tribune is a statewide news outlet, it is now reinforcing its local role: citizens can meet journalists, talk with them, and know there is space for conversation.
“We should focus more on what’s happening in the United States — in communities, in prices, in health care, and in housing loss — and less on what the president says every day,” said Shah. She emphasized that if journalism focused on serving the public, coverage would be more relevant.
“We want more local journalism: journalists in communities, writing about what happens there and generating shared conversations. It’s not about pleasing everyone but about establishing two-way dialogue,” she said.
The Texas Tribune does not publish editorials or its own opinions; it publishes objective news so people can make their own decisions. The outlet also pays attention to the language it uses, avoiding divisive and polarizing terms.
Audiences and artificial intelligence
Regarding the use of artificial intelligence, Shah said that while technology will revolutionize the journalism industry, The Texas Tribune does not allow AI to dictate which stories to tell, though it does use it to support its work.
For the digital outlet, understanding where audiences are and creating content specifically for them is essential. A year ago, they conducted a study on how to engage people who do not consume news. As a result, they began creating short videos on TikTok and Instagram to boost engagement. They also invite the public to ask questions, ranging from basic civic topics to the roles of judges or local elections.
“Recently, we created an AI chatbot alongside a report that allows users to ask questions and receive answers. When AI can’t respond, journalists step in. This creates engagement,” Shah explained.
Business models and transparency
Regarding the outlet’s funding model, The Texas Tribune does not depend on a single donor or organization. Twenty-five percent of its revenue comes from foundations, another 25% from individuals, 35% from events and digital activities, and 10% from memberships.
“We’re focusing more on membership — people who pay less than $100 a year. Today it’s only 10%, but if we raise it to 25%, that would be a significant leap. Texas has 33 million people; 250,000 members paying $100 each would be an achievable goal.”
The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.