Based on 29 interviews with journalists in Germany, I identify three main trust-building types within newsrooms: The quality oriented, the audience engagers and the transparent. While the first mainly focus on traditional journalistic standards, audience engagers stress the importance of the relationship to their audience and actively engaging them – while the transparent type points out the relevance of giving insights behind the scenes of news production. Find more at: https://journals.sagepub.com/doi/10.1177/14648849221141522