The African Centre for Media Excellence (ACME) runs a media literacy training project aimed at helping public officials, members of civil society, the political class, business people, as well as high school leavers improve their skills in engaging with the media.

We believe that media literacy empowers members of the public to be active citizen who have an informed and critical understanding of the media—from media consumption, production, to analysis of media messages.

The training focuses on the role and place of the media in a democratic society and the professional context of journalism in East Africa. It offers a series of practical lessons on how to analyse media texts, and how to effectively present and package information for the media. This includes writing effective press releases; delivering professional media interviews; writing opinion articles; organising media events, such as press conferences and press briefings; and building a media contact list. The training also gives some insights into the structure of the media industry and journalistic profession in eastern Africa generally.

Specific Training Objectives

• To provide training that helps government officials, politicians, business people, civil society activists, as well as high school leavers to appreciate the place and role of the media in a democracy.
• To provide training that equips government officials, politicians, business people, civil society activists, as well as high school leavers with the necessary skills to navigate an evolving media landscape.
• To provide training that equips government officials, politicians, business people, civil society activists, as well as high school leavers with the skills to engage more effectively with the media.

Target Groups/Beneficiaries

• Government officials
• Politicians
• Civil society activists/officials
• Business people
• High School leavers

Expected Outcomes

We hope to achieve the following:

• A trained cadre of government officials, politicians, business people, civil society activists, and citizens that is able to engage effectively with the media.
• More plurality and diversity of voices in the media.
• Improved cooperation and collaboration between the media and civil society.

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