Today, being skeptical is the default…
In today’s distrustful culture, it’s important for ministries and organizations to adjust their strategies when skepticism is the default. Approaches that may have worked for you in the past won’t be able to stand the criticism of a society increasingly distrustful of institutions and the news media, compounded by AI which is “intensifying a ‘collapse’ of trust online.”1
To meet the challenge, Phil Cooke, founder and CEO of Cooke Media Group, shares five ways ministries and nonprofit organizations can build their credibility in a distrustful culture. Here’s how to tell your story in an authentic way that will resonate with audiences today.
Telling Your Story in a Distrustful Culture
We’re living in a time when people don’t automatically trust institutions—especially churches and ministries. Scandals, political polarization, social media outrage, and overpromising have left many audiences skeptical before you ever open your mouth.
That doesn’t mean storytelling is less important. It means it’s more important—and it has to be done differently.
1. Stop trying to sound impressive.
In a distrustful culture, polish can feel like manipulation. Audiences are far more drawn to honesty than hype. Instead of talking about how “amazing” your church is, talk about why you exist, what you’ve learned the hard way, and where you’re still growing.
Transparency builds credibility faster than perfection ever could.
2. Tell stories about people, not platforms.
Most ministries instinctively lead with programs, buildings, attendance numbers, or vision statements. But people don’t trust systems—they trust people. Highlight changed lives, quiet faithfulness, unexpected redemption, and small moments of impact.
Real names. Real struggles. Real outcomes. When people see themselves in your stories, walls come down.
Need help telling your story? The award-winning team at Cooke Media Group can help. Check out our work here and contact us here.
3. Show your work.
In the past, organizations could simply declare their values. Today, values must be demonstrated. If you say you care about your community, show up there—consistently—and then tell those stories with humility.
If you talk about compassion, generosity, or justice, let people see how those values are lived out week after week, not just during a campaign.
4. Listen before you speak.
Storytelling is not a broadcast; it’s a conversation. Pay attention to what people are afraid of, angry about, or exhausted by.
When your stories reflect real questions people are asking, they feel heard—and trust begins to form.
When was the last time you shared the origin story of your church or ministry? Here’s our top tips: Origin Stories: Why Your Story Matters and How to Tell It
5. Remember that credibility compounds over time.
You don’t rebuild trust with one viral video or clever slogan. You do it by telling the truth repeatedly, behaving consistently, and refusing to exaggerate results for applause.
In a suspicious world, steady faithfulness stands out.
The churches and ministries that will break through today aren’t the loudest or flashiest. They’re the ones brave enough to tell honest stories, grounded in real people, lived values, and quiet integrity.
In a culture desperate for something real, that kind of story still has power. —Phil Cooke
This blog first appeared on PhilCooke.com here.
1Yang, Angela. “AI Is Intensifying a “Collapse” of Trust Online, Experts Say.” NBC News, 9 Jan. 2026, www.nbcnews.com/tech/tech-news/experts-warn-collapse-trust-online-ai-deepfakes-venezuela-rcna252472.
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Phil Cooke, PhD., has been called “one of the most innovative communicators of our generation.” As the CEO/founder of Cooke Media Group, media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story.
Sign up for his blogs on faith, media and culture here.