• Based online, JTI is a tool aimed at promoting the credibility of quality journalism and transforming it into a tangible competitive advantage.
• The initiative allows media houses to engage in trustworthy journalism, to stand out from the competition, and to be recognized as one of the most credible media sources globally.
Image: MELINDA KIRWA
Kenyan media outlets have been urged to be more accountable and adopt indicators for trustworthiness and transparency so as to stand out from the competition, as well as be recognized as one of the most credible media sources globally.
Speaking to media managers and publishers in Nairobi, Journalism Trust Initiative (JTI) for Reporters without Borders African region manager Marc Aboflan said that sometimes it may be complicated to disclose to the public who different media house owners are.
He said that, however, media houses are often obliged to disclose such information to other governmental bodies as well as regulators hence staying open with the public should not be an issue.
“We need to gain confidence from the public and gaining more confidence means more audiences which equally means increasing revenue,” Aboflan said.
“Trustworthiness is important as well when working with social media. Today, algorithms just put information out there that is both good and bad but it is up for media houses to promote and reinforce credible sources and this is the way to go.”
Aboflan was speaking during the JTI launch and workshop in Nairobi that saw the attendance of 30 Kenyan media managers and publishers.
Based online, JTI is a tool aimed at promoting the credibility of quality journalism and transforming it into a tangible competitive advantage.
The aim of the workshop was to highlight the importance of adopting the solution for the Kenyan media industry and outline the incentives and benefits it offers.
It was also intended to promote a healthier information space with the development and implementation of indicators for the trustworthiness of journalism and to promote and reward compliance with professional norms and ethics.
According to Aboflan, the initiative allows media houses to engage in trustworthy journalism, to stand out from the competition, and to be recognized as one of the most credible media sources globally.
“JTI is a standard put in place in order to change how journalism is perceived in the region and beyond,” he said.
“It also enables consumers and citizens, regulators, investors, donors and the private sector, like advertisers and distributors, to identify and reward trustworthy journalism.”
“This contributes to a healthier information space at large with an independent, transparent, systemic and potentially game-changing, self-regulatory mechanism.”
The platform allows for media outlets to self-assess themselves and get certified according to a set criterion.
“We came here to discuss this tool with media managers and publishers here in Kenya. We wanted to first let them know of the existence of such an initiative and also get feedback on how they can make use of the initiative,” Aboflan added.
“We also wanted to know how we can improve the initiative to better the industry in Kenya and give back journalism its real place and the role it plays in the democracy of our different countries.”
The tool contains 18 standard clauses that cover the institutional and process level of journalistic production.
This includes specifications on ownership transparency and editorial guidelines, covering independence, accuracy and correction policies.
Aboflan noted that for media houses to be a part of the initiative, they must register online and start the process of certification and accreditation by filling out a questionnaire.
In areas that have low internet, the document can be downloaded and responded to offline and once one comes across an area with good connectivity, they can transfer the answers to the online document.
He noted that they are currently working on a feature that allows for the document to be uploaded directly to the solution.
“Through this initiative, we also aim to better the SEO of different media outlets when they support this initiative by being a part of it,” Aboflan said.
“Our purpose is to work with all the major organisations that form the Kenyan media industry. We are in talks with professional organisations and the regulatory bodies in the Kenyan media industry and we plan to have all of them on board.”
On his part, Mtaani Radio news editor Kamadi Amata said that the Kenyan media industry today is all about accountability just like how the industry likes holding people accountable.
He said this could be achieved by letting the public know who the media are.
“The need to know with the news we gather and air, so and so is the one who owns this station,” Amata said.
“There might be resistance but at the end of the day, we will just have to trust it. “
“It is our duty as journalists to bring in the aspect of professionalism. If we board matatus that are owned by specific saccos and we know who owns them, that means that the matatu industry puts in a lot of professionalism and ensures they operate by picking and dropping passengers while still maintaining the same professionalism.”
He added that the workshop and launch provided one of the best opportunities for media managers and publishers to sit down and discuss a way forward.
“We need to go back to the drawing board and with such an opportunity, we need to push it as it protects our profession and gains us trust of our audiences,” Amata said.