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The media industry has come a long way from an era where one could count the number of enterprises on one hand. At the time, it was clear who was a journalist, and it was easy to distinguish wheat from chaff.

An unprecedented explosion of the industry in the digital dispensation has come with its benefits but has presented turbulence for an industry whose practitioners, in the words of author Janet Malcolm, “are supposed to be connoisseurs of certainty”.

The changing anatomy of the media industry has led to a crisis of trust. The question that lingers is how can the public demand certainty or even trust an industry in which anyone with access to a social media account can easily morph into “a journalist” and dispense news through their platforms? Many see this as a trend that poses a threat to the profession.

This needs to be checked as a matter of urgency. One way of ensuring this is through accreditation so that those affiliated to the industry, and working in any platform, are held to a higher threshold of accountability. It is important for the public to appreciate that media have changed considerably. Not all journalists work in mainstream media houses; some are independent content producers while others work for community media houses. With the looming redundancies in the sector, this trend will invariably rise. 

It is also critical that public institutions make peace with this trajectory and cease undue restriction of access and harassment  of journalists with valid press cards simply because they do not work for mainstream media. In response to this existential threat to the industry and in keeping with its mandate, the Media Council of Kenya has been working with relevant stakeholders to ensure journalists and media practitioners uphold professionalism.

Accreditation helps in professionalising the industry, ensuring that those with press cards get access to events. It enhances protection and safety of journalists and media practitioners in the performance of their duties. Accreditation is equally critical as media workers can easily access information from duty bearers on matters of national interest. Those with valid press cards also have access to grants and trainings. 

As we start the 2023 accreditation cycle, it is important to encourage those actively practicing in media or working in related sectors to renew or apply for accreditation so as to get a valid press card. Newly established media houses in electronic, print and digital space are also encouraged to register for their journalists to be accredited. 

MCK has leveraged technology to bring services to our stakeholders and since the launch of the accreditation portal, we have seen an increase in the number of journalists and media practitioners seeking press cards.

Further, MCK is exploring cost-effective ways of enhancing the security features of our press pards, including the introduction of a QR code that can be scanned from any smartphone to lock out quacks who attempt to forge the cards in order to gain access to news events.

Institutions and the public must be vigilant by demanding that everyone who presents to them as a journalist produces their press cards as proof irrespective of the platform they work for. Validity of MCK press cards can be verified through a toll-free number — 40314 — and also through the MCK website.

At the core of the MCK accreditation function is the desire by all stakeholders, including Government to restore trust in the industry. It is, therefore, the responsibility of all accredited journalists to adhere to the Code of Conduct for the Practice of Journalism in Kenya because we must all bear the duty of upholding the ethics of our profession.

— The writer is CEO of the Media Council of Kenya