22 / Myanmar's media from an audience perspective Recommendations As described in the introduction, the purpose of the audience study went beyond merely uncovering the media habits of the people in Myanmar. Not only does IMS-Fojo hope that the study may inform future media development efforts in Myanmar, but we also believe that the findings can help improve news content production and distribution in the country. In an attempt to elevate the findings of the audience study into practical advice, this section therefore presents six recommendations for the consideration of media houses and journalists and six for the consideration of media development organizations and learning institutions. For media houses and journalists In short, media, journalists and other content producers are recommended to: • Go local: Be present in the local communities and report directly from where the action is taking place; • Connect with audiences: Build rapport with audiences and meet them in their local communities to establish and increase trust; • Be transparent and include documentation: People have a natural skepticism towards in formation they encounter and need to be convinced with facts and strong documentation; • Think in images and creative ways of story-telling, particularly on social media platforms: Images elevate trust and creative story-telling captures audiences in a competitive market; • Avoid making reporting too academic or heavy for readers: Elitist reporting alienates readers and keeps them from moving beyond the headline; • Consider means of distribution: Infrastructure affects news consumption and careful consideration of how contentis distributed is paramount for the success and survival of a news outlet.