• Course Code:  JN02

  • Term:  Self Paced - Available until April 2018

  • Open for Enrollment

  • Self-paced

  • Course Author(s)
    Jamal Osman
Jn02 banner edx

Building trust and reputation

Self Paced - Available until April 2018

  • Circles
    Thomson Instructors




Hello, I am Jamal, an award-winning London-based journalist and filmmaker specialising in Africa. I have produced and reported for Channel 4, the Guardian and Al-Jazeera English.I have won several awards including the Royal Television Society (RTS) Independent Award 2012, the Amnesty International Gaby Rado Memorial Award 2010, the news story of the year prize at the Foreign Press Association (FPA) Awards 2009 and the prize for Kingston University News Reporter of the Year 2009. 


I have recently set up a successful independent digital media organisation in Somalia called Dal Soor.


Today there is a lot of mistrust of journalists. This is due to the wider availability of information on social media where information is often biased, and sometimes fake.  In this course I argue that to win the trust of your audience, you have to be transparent and consistent, and this can be achieved by looking at your personal mission, and that of your organisation. The course will also look at how you can safeguard your reputation using a tool that is used in business.


The course is divided into four sections:

  • Section 1 provides an overview of the course and introduces the course trainer and media experts.
  • Section 2 asks you to examine and define what you consider as journalism.
  • Section 3 runs you through the use of mission statements to achieve transparency and to gain the readers trust.
  • Section 4 introduces you to a reputation management tool developed by international academics Charles Fombrun and Cees Van Riel.

By the end of this course you will be able to:

  • Define and articulate your approach to journalism to your self and your readers through your mission statement.
  • Use the Fombrun and Van Riel's tool to assess your organisation's reputation and identify how to safeguard it.

You can complete this course within 3 hours across multiple sessions.


Illustrations and video animation by Anthony Mwenda

Produced by Thomson Foundation

All rights reserved

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Building trust and reputation


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