First, there has been a great deal of bogus reporting recently, especially if it involves the Trump White House. There has been a great deal of sloppiness from the political press. Unscrupulous and naive reporters have shared false claims and hoax reports! None of this is untrue. Yet, we’re being told that it is a very serious thing indeed for Sinclair employees to say so.

Secondly, what Sinclair is doing here is called advertising. This is branding — we’re the trustworthy ones. Reporting the news is a serious business. It generates serious cash. As such, news companies take a keen interest in their public image. Every newsroom wants to be trusted. Newsrooms trade on trust. Sinclair is simply acknowledging there is a serious trust gap, and it’s assuring viewers that it’s not part of the problem.

Third, if you’re frightened by advertising efforts by local news anchors, wait until you see what’s happening with national cable news outlets and the country’s leading newspapers. Stop me if you’ve heard these before…