How to build trust with your audience: The case of public media in Latvia and Estonia | 5

In this episode of Media and Society, we turn our attention to the heart of journalism: trust. What does it take for public broadcasters to build and sustain meaningful relationships with their audiences. Our guests, Anita Brauna, Editor-in-Chief of Latvian Public Media (LSM), and Mart Luik, Board Member of Estonian Public Broadcasting (ERR), join us for a conversation about how public service media in Latvia and Estonia are working to reach wider — and often underrepresented — groups, including Russian-speaking minority. Together, we explore the challenges of integration, the rise of digital platforms, strategies for engaging young people, and why local, independent journalism matters more than ever in divided information spaces.   The Media & Society podcast offers a platform for in-depth conversations about how people experience, think about, and feel regarding media and journalism. Aimed at media professionals and scholars, it explores the multifaceted relationship between media, journalism, and audiences in two Baltic countries — Latvia and Estonia. The podcast series is hosted by Līga Ozoliņa, a PhD student at Rīga Stradiņš University and a researcher at the Social Sciences Research Centre. Theme song: Jeremy Blake, Science Montage, Youtube audio library The podcast series is recorded at Rīga Stradiņš University’s multimedia studio and is produced as part of the Researcher Grant 'Making Sense of Media: A Non-Media-Centric and Open-Ended Approach to the Study of Media-Related Experiences and Perceptions' (No. RSU-ZG-2024/1-0007), which is carried out under the project 'RSU Internal and RSU with LSPA External Consolidation' (No. 5.2.1.1.i.0/2/24/I/CFLA/005). The project is funded by the European Union’s Recovery and Resilience Facility and the state budget. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Commission. Neither the European Union nor the European Commission can be held responsible for them.