Media stakeholders have called for news organisations to play a more proactive role in advancing public interest advocacy, stressing the need for journalism that not only informs but also drives social change and accountability.
The call was made during discussions among media professionals and communication experts, who highlighted the growing importance of independent and responsible journalism in addressing societal challenges and amplifying the voices of ordinary citizens.
Participants noted that news outlets serve as vital platforms for promoting transparency, holding leaders accountable, and bringing attention to issues affecting vulnerable communities. They argued that the media must go beyond reporting events by actively championing causes that contribute to good governance, justice, and sustainable development.
The stakeholders also emphasised the need to strengthen media capacity through continuous professional training, adherence to ethical standards, and investment in investigative journalism. According to them, credible reporting remains essential to building public trust and fostering informed civic participation.
They further urged governments, development partners, and media organisations to create an enabling environment that protects press freedom and supports journalists in carrying out their responsibilities without intimidation or undue interference.
The stakeholders maintained that a vibrant and independent media sector is indispensable to democratic growth and social progress, reiterating that public interest journalism remains a cornerstone of accountable governance and an informed society.
