ThinkNewsBrands pulls back the curtain on Australian newsrooms

ThinkNewsBrandshas launched an industry-wide initiative that takes Australians behind the scenes of professional journalism.

The project will explain how journalists research, verify and produce stories. It aims to improve media literacy by showing audiences the people, editorial decisions and professional standards behind the news they consume.

Content will feature journalists from major Australian news publishers and appear across participating publishers’ platforms, ThinkNewsBrands’ channels and the new @newsunlocked_au social account.

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How professional journalism is produced

The recurring content series will explore the work behind major investigations and complex news stories. Journalists will explain how information is checked, how editorial decisions are made and what happens before a story is published.

The initiative will also examine the legal and ethical standards followed by newsrooms. Audiences will receive behind-the-scenes access to the daily work involved in reporting and verifying news.

Vanessa Lyons, chief executive officer of ThinkNewsBrands, said the project responds to a growing need for Australians to understand how professional journalism operates.

“Media literacy isn't simply about identifying misinformation. It's about understanding what professional journalism looks like, how it is produced, and why the process behind it matters.”

“Professional journalism is built on verification, accountability and editorial standards. We want to give Australians greater visibility into those standards and help them better understand why professional journalism continues to earn their trust.”

“The more people understand the craft of journalism, the more they understand the value it brings to our communities every day,” Lyons said.

Responding to misinformation and AI-generated content

The launch comes as audiences navigate an information environment shaped by misinformation, AI-generated content and a growing number of online sources.

ThinkNewsBrands’ News Nation research found nine in 10 Australians consume news each week. It also found two in five people use trusted news sources to verify information encountered elsewhere.

According to ThinkNewsBrands, Australians remain among the world’s most concerned about misinformation and place greater trust in professional journalism than other information sources.

“Professional journalism is one of the few places where information is independently verified, challenged, edited and held to clearly defined standards before publication,” Lyons said.

“Helping people better understand that process contributes to stronger media literacy and greater appreciation for the role journalism plays in an informed society.”

Why news environments matter to advertisers

The initiative will also highlight the commercial value of trusted news environments for marketers and advertisers.

Lyons said understanding the standards behind professional journalism could help brands assess the environments in which their advertising appears.

“Where brands choose to show up matters. Trust is one of, if not the most, valuable assets for a brand. Professional journalism provides an environment built on credibility, accountability and transparency – and those qualities influence how advertising is received.”

“When marketers better understand the standards behind professional journalism, they also better understand why trusted news environments continue to deliver stronger attention, stronger trust and stronger commercial outcomes.”

Videos published through @newsunlocked_au will also be available through the ThinkNewsBrands YouTube channel.