Workers Trust Trade Publications Above All Other News Sources
In a media environment filled with conflicting messages, opinions, and constant content, workers in skilled trades and industrial markets are clear about who they trust for information about their work.
The latest findings from the Confidence in Action Workforce Study show that industry expertise is the foundation of credible communication.
Industry Publications Lead the Trust Hierarchy
Across all three waves of the study, industry specific publications are the number one trusted source for accurate industry reporting. Professional trade associations consistently rank second. No other category of media comes close. This ranking has remained steady throughout the tracking period.
Workers value these outlets because they focus on what shapes their day: operational realities, regulations, technology adoption, supply chain conditions, and workforce challenges.
Reporting from industry media is viewed as informed, relevant, and accountable to industry outcomes.
Industry publications do not just cover an industry. They belong to it.
Company communications and internal newsletters also maintain positive trust levels. Workers expect their employers to deliver clarity on direction, priorities, and upcoming changes. When internal messages align with what workers hear from trusted industry media, acceptance and understanding improve.
The most effective communication strategy pairs:
- Industry publications externally
- Company leadership internally
General Media Doesn’t Drive Industry Action
Local news outlets, major national newspapers, business news sites, and television networks sit in a middle tier of trust.
Workers believe these sources try to report accurately, but they lack depth on specific industry issues.
General media explains the economy. Industry media explains the impact.
Meanwhile, cable news networks, independent creators, and social media consistently receive the lowest trust ratings, with distrust being the dominant response. Workers believe these platforms prioritize attention over accuracy. Workers do not rely on these sources when business or safety outcomes are at stake.
In a separate measure of media trust (Q215), 51% of workers report they have little or no trust in media overall to accurately report on their industry. Neutral trust responses have also declined across the waves, meaning workers are more decisive about who they believe.
Trust isn’t shifting randomly. It is consolidating where expertise lives.
For Leaders, Channel Selection Is a Strategic Advantage
If companies want workers to:
- Embrace new technologies
- Respond to regulatory shifts
- Adjust workflows
- Engage in upskilling
…then they need to communicate where trust already exists.
The data indicates that leadership should prioritize:
- Industry specific publications
- Professional associations
- Internal communications from company leadership
These channels shape worker beliefs about what is real and what comes next.
This Is Where BNP Media Leads
Workers turn to outlets that understand their industries from the inside. BNP Media brands, serving food processing, HVACR, roofing, manufacturing, packaging, security and more, are already where the trust resides. The data confirms this advantage.
BNP Media publications:
- Reach the right audience
- Deliver informed reporting
- Provide context for decision making
- Support communication workers take seriously
Influence in today’s industrial environment lives closest to the work.
That is where BNP operates every day.
Where workers find clarity, brands find opportunity.
Partner with BNP Media to reach professionals who trust industry-specific reporting above all else. Discover how BNP connects trusted channels with measurable impact.
