Opening Radiocentre Ireland's Sounding Out 2026, broadcaster and journalist Sarah McInerney delivered a thought-provoking reflection on the unique relationship between audio broadcasters and their audiences, and the growing challenges facing trusted journalism in an increasingly polarised media environment.

McInerney began by highlighting the special connection that radio and podcast presenters develop with their listeners. Unlike many other media, audio accompanies people throughout their daily lives — at breakfast, on the commute, during a walk or at home in the evening.

This constant companionship creates a sense of familiarity and personal connection. Over time, broadcasters can become almost like friends or family members, establishing a level of trust that McInerney believes is particularly powerful.

However, she questioned whether this relationship alone is enough to protect trusted journalism in today's rapidly changing information environment.

The Growing Challenge to Trust

McInerney argued that the traditional foundations of journalism — facts, impartiality, objectivity and informed analysis — are facing unprecedented challenges from misinformation, polarisation and the changing nature of public discourse.

She illustrated this with a recent personal experience involving a social media post about political developments in Germany.

What she considered a straightforward factual account generated almost 1,500 responses, many challenging her description of events, attacking her credibility or promoting opposing political views.

The experience prompted her to reconsider a long-held assumption: that audiences would ultimately recognise the difference between factual journalism and misinformation.

She acknowledged that most people do not have the time to investigate every claim they encounter online. When a trusted broadcaster presents factual information but is confronted by hundreds of contradictory comments, audiences can understandably become uncertain about what to believe.

A Call for Trusted Journalism to Be More Proactive

McInerney suggested that traditional media can no longer rely solely on their established reputation for credibility.

Using the metaphor of a castle built on truth and facts, she argued that the walls protecting trusted journalism are increasingly under attack.

Rather than remaining behind those walls and assuming the truth will ultimately prevail, she called for journalists and broadcasters to engage more actively in challenging misinformation and defending factual reporting.

Her central message was that the trust audio broadcasters have built with audiences is an extraordinary asset, but protecting that trust now requires greater determination and a more proactive approach to defending the truth.

You can watch Sarah's talk by clicking the button below.