Media students have been urged to prioritise ethical journalism, responsible use of artificial intelligence, and early content creation as they build their careers.
The call comes as the media industry continues to evolve rapidly, with professionals urging the next generation to adapt and equip themselves with the skills needed to navigate an increasingly digital and competitive landscape.
Speaking during a career talk for students from the Technical University of Mombasa's Department of Communication Studies, Media Council of Kenya (MCK) Mombasa Regional Coordinator Maureen Mudi emphasised that professionalism, credibility, and strict adherence to the Code of Conduct for Media Practice remain the cornerstone of a successful media career.
She encouraged students to begin building their professional identity early, rather than waiting for formal newsroom employment, noting that digital platforms such as blogs, podcasts, and social media now provide practical avenues for storytelling, portfolio building, and audience engagement.
"Ethics begins long before you enter the newsroom. As students, you are already shaping your professional reputation. In journalism, credibility is your most valuable currency," she said.
Head of the Department of Communication Studies, Dr Abdirazak Guyo, encouraged students to take advantage of engagements with industry practitioners, noting that such forums help bridge the gap between classroom learning and real-world practice.
"Learning directly from industry practitioners gives students a clearer understanding of what the profession demands and prepares them for the realities of the media environment," he noted.
Communication lecturer Dr Victor Lutsili also challenged students to remain adaptable and versatile, observing that the media sector is undergoing rapid transformation driven by digital technologies and changing audience behaviour.
"The industry is evolving quickly. Students must therefore cultivate agility and diverse skills if they are to remain relevant and competitive," he said.
During the session, media analyst Moses Muia guided students through practical approaches to fact-checking and the responsible use of artificial intelligence in journalism.
"AI is a useful tool for research and efficiency, but it cannot replace editorial judgement. Journalists must verify information and remain accountable for the content they publish," he emphasised.
The engagement forms part of MCK's ongoing initiatives to mentor emerging media professionals and strengthen ethical, innovative, and responsible journalism within the country's evolving digital media ecosystem.