The Media Council of Kenya (MCK) has reiterated the importance of ethical journalism, professionalism and legal awareness to enhance the credibility of the media.
MCK Director for Media Training and Development Victor Bwire emphasised the significance of adhering to the Code of Conduct for the Practice of Journalism in Kenya, which is currently under review to address emerging industry needs.
“The media code of ethics must be followed. Journalists should be well-versed in professional guidelines and the legal framework governing the industry”, he stated during a media training session at the Aga Khan Academy in Mombasa.
He urged media practitioners to produce content relevant to their audience and advised presenters on the impact of their communication styles.
Mr Bwire also stressed the importance of verifying information before publication, avoiding photo manipulation and upholding the right to reply.
“It is a professional duty to report fairly and truthfully. Journalists must exercise discernment and consider the public good in their reporting”, he emphasised.
MCK’s Assistant Director for Training and Curriculum Development Christine Nguku highlighted the value of strong interview skills.
She encouraged journalists to conduct thorough research and prepare for unpredictable situations.
“A well-structured interview delivers clarity and context. Journalists must remain neutral, avoid reinforcing stereotypes and use ethical language”, she said.
MCK’s Mombasa Regional Coordinator, Maureen Mudi underscored the role of local content in shaping Kenya’s media industry.
She encouraged journalists to leverage regional stories. “Even the smallest community events can provide premium content. We must embrace opportunities to tell our own stories”, she remarked.
The training also covered legal and ethical considerations, including media laws and constitutional provisions on press freedom and access to information. Journalists were reminded to uphold conflict-sensitive reporting by avoiding harmful stereotypes and using graphic content only when necessary.