How can the BBC win trust when nobody trusts anything? Legacy media, disinformation, and winning tactics with Rebecca Skippage

Trust in news is down, and news avoidance is up. Many people don’t know what to believe, or who to trust. How can legacy media convince audiences to trust them when they're under attack – but loathe to change? Rebecca Skippage, the former Global Disinformation Editor at BBC News, joins Claire and James this week to discuss misinformation, disinformation, legacy media, meeting people where they are, and how organisations like the BBC can rise to the challenge. 

• Find out more about Rebecca Skippage: https://rebeccaskippage.com/
• In the UK, trust in news is at 30% (-5pp) – an all-time low – while news avoidance is at an all-time high of 50% (+4pp). More from the Reuters Institute Digital News Report 2026: https://tinyurl.com/mr36zdpx 
• Email your MP and ask them to support amendments to stop lies in election advertising (via Reform Political Advertising - a politically neutral campaign) https://tinyurl.com/59bbhz2w 

Can We Have Your Attention? is a podcast all about attention scarcity and the War for Attention. Join hosts Claire Coady and James Wickham as they dive into how your attention is attracted, tracked, traded, and manipulated in the modern attention economy. 

• Hosted by: Claire Coady & James Wickham
• Produced by: Phonogram https://www.phonogram.co.uk in conjunction with The Attention Practice https://www.theattentionpractice.com 
• Find out more on our website https://canwehaveyourattention.com 
• Got a story for us? Email us: [email protected] 

Like this episode? If you enjoyed this episode, please click subscribe. If you really liked it, please leave a rating - every rating helps this podcast reach more listeners like you.