Focussing on ‘the professionalism behind every editorial decision’

Taking audiences “behind the headlines”, a new industry initiative asks “what makes news one of Australia's most trusted environments?”

In ‘News Unlocked’, ThinkNewsBrands’ takes Australians inside newsrooms to showcase the people, processes and professional standards behind trusted journalism.

Original videos and behind-the-scenes content features journalists from ThinkNewsBrands members Nine, News Corp Australia and Seven West Media, who tell how stories are researched, verified and reported, with the aim of helping audiences better understand what sets professional journalism apart in an era of misinformation and AI-generated content.

“By shining a light on the craft of journalism, News Unlocked reinforces the value of trusted news environments for both audiences and advertisers,” the group says. “The answer lies behind every story, every investigation and every editorial decision.”