This chapter is an introduction to the ideas and concepts that will serve as a foundation throughout the book. The concept of news personalization is introduced as defined by the authors as when news outlets attempt to make a news story connect with audience perspectives through word choices and framing approaches, transparency cues (making the news gathering and reporting process visible to the audience), responses to audience comments, and the disclosure of personal information about the journalist. The importance of media organizations investing resources into personalizing information to build relationships with community members, as well as using this personalized information to communicate transparency, are highlighted as important ways for these organizations to build credibility and trust with audiences.