Trust is earned. It can be lost in an instant once words are spoken revealing an agenda, especially one of personal aggrandizement. This is the albatross hanging around media necks.
Passion can be understood and desired but it must be tempered with patience, wisdom and, for members of the press, an unselfish quest for verifiable facts. The last three qualities are what is lacking among the media since gaining notoriety drives too many, and a taste of fame taints their message.