Reporting on elections presents a unique and demanding challenge for the media. In a political climate often heightened public scrutiny, the integrity of your news organisation becomes the ultimate measure of its value.

These tips offer guidance for navigating ethical dilemmas, ensuring your election coverage is not only trustworthy but genuinely serves an informed electorate.

Settling clear ground rules

First and foremost, your newsroom requires crystal-clear editorial guidelines on election coverage This means drawing a sharp distinction between your news stories, analyses and opinions, and any content that constitutes a paid political advertisement. All sponsored material, regardless of its format, must be prominently and unequivocally labelled. Terms such as ‘advertisement’, ‘paid content’, or ‘political advertisement’ should be used, and this must apply rigorously to all programming, including talk shows and discussions where paid-for content is not always clearly disclosed, to ensure the public is not misled.

Maintaining consistent balance in your coverage is also vital. While providing equal airtime to every candidate may present a logistical challenge, the objective is proportional representation. Major parties and candidates will naturally receive more coverage, yet it is essential not to overlook smaller parties or independent candidates, particularly when they raise significant issues.

Transparency regarding your sources is paramount. Should a source require anonymity for their safety, clearly explain the rationale. Crucially, implement a clear policy for correcting errors. If inaccuracies occur, address them promptly and visibly.

How to put this into practice:

  • Write a code of conduct specifically for election coverage. Make sure everyone in the newsroom has a copy, and ideally, share it with the public too.
  • Run regular workshops and training for all your staff, including freelancers, so everyone’s on the same page and applying the rules consistently.
  • Set up an editorial oversight committee to review content, especially any controversial pieces, before they go out.

Being impartial and objective

Impartiality is the bedrock of ethical reporting. Your stories must be built on solid, verifiable facts, presented without any slant, so your audience can make up their own minds. Even a hint of bias can seriously damage public trust, especially when politicians and other actors are actively trying to sow distrust in the media.

Every single piece of information you publish or broadcast needs carefully fact-checking. This means cross-referencing from multiple, reliable sources. Never, ever, rely on just one source, especially for contentious claims. Encourage your reporters to constantly ask, “How do we know this is true?” This critical thinking approach is your best defence against the rapid spread of misinformation. When politicians throw around figures, be extra diligent. Always seek independent verification for those claims.

Journalists and editors must consciously put aside their personal political views. This should translate into no obvious or subtle endorsements, and making sure your language, tone and story framing do not betray a preference for any candidate or party.

Money, politics and influence

The influence of money in elections can seep into and impact media integrity. In environments where journalists often face precarious employment, low pay and unstable working conditions, the ethical line can become dangerously blurred.

Here are the key ethical obligations related to money and election reporting.

  • Implement a zero-tolerance policy for ‘brown envelopes‘ and any undeclared financial inducements. Establish clear disciplinary actions for violations and, importantly, work towards improving journalists’ remuneration and working conditions to reduce their vulnerability to such temptations.
  • Mandate absolute, unambiguous disclosure for all paid content. Newsrooms should have clear policies separating advertising departments from editorial teams to prevent influence.
  • When political campaigns directly fund a journalist’s transport, accommodation or even provide per diems for covering their rallies, it creates a direct ethical conflict. So, wherever possible, bear the full costs of journalists’ campaign coverage. If a campaign offers logistical support (e.g., a seat on a campaign bus), it must be explicitly declared to the editor, and the journalist’s reporting must demonstrate strict independence, including covering counter-rallies or critical voices.
  • Actively seek out and report on campaigns with less financial clout, ensuring diverse voices are heard.

The influence of politically-exposed owners

When a media house is owned by a politician, especially one actively participating in an election, the lines between commercial interest, political agenda, and public service journalism can become incredibly blurry. It is not always possible to separate ownership from editorial control, as the owner’s election objectives will naturally influence content.

In this case, what are your ethical obligations?

  • The most crucial step is absolute and unambiguous public disclosure of ownership. The audience has a right to know if a media outlet is owned by a political figure.
  • Internal policies should ideally aim to establish a firewall between the owner’s political interests and the newsroom’s editorial decisions. This means an editor-in-chief should have full editorial autonomy, free from interference. This is more easily said than done, but having a stated commitment and a robust editorial committee can provide some defence.
  • Despite ownership, the newsroom must rigorously adhere to universal journalistic ethical principles (accuracy, fairness, balance, verification, etc.).
  • Journalists should be fully aware of the ethical compromises inherent in such situations and have access to professional networks or unions that can support them if they feel undue pressure or need to leave.

Words matter

The language used by media is an incredibly powerful tool. It can either contribute to understanding and peace or contribute to division and violence. Therefore, for journalists, every word choice carries immense responsibility. Newsrooms must commit to language that promotes social cohesion and prevents harm, actively embracing the principles of peace journalism.

Explicitly ban hate speech, inflammatory talk or any language that could stir up violence, discrimination and tribalism. If politicians use such language and it is genuinely newsworthy, report it factually, but do not amplify or endorse it. This means:

  • If a politician uses a highly inflammatory term, describe it as a “tribalistic slur” or “hate speech” rather than repeating the exact words multiple times, which could normalise or spread the harmful language.
  • You should explain why certain language is problematic or what its potential impact could be. Include reactions from civil society, legal experts or affected communities who condemn such rhetoric.
  • Avoid language that is designed to shock, incite fear or stir up strong negative emotions without providing verifiable facts.
  • Consciously use language that reminds audiences of shared values and common ground, rather than focusing solely on differences.

Navigating conflicts of interest

A conflict of interest arises when a journalist’s personal interests, beliefs or affiliations could be seen to influence, or actually influence, their professional judgment, reporting and editorial decisions.

Conflicts of interest may manifest in several crucial ways:

  • A journalist might have a close family member working for a political party or a candidate’s campaign. They might have a business interest with someone running for office or perhaps a long-standing friendship or even a romantic relationship with a key political figure. These personal ties, however innocent they may seem, can create a perception, or indeed a reality, of preferential treatment or suppressed criticism.
  • If a journalist or their immediate family holds shares in a company benefiting from a particular political policy or has consulting gigs that touch on political campaigns, this poses a clear conflict.
  • Biases based on political party loyalty, tribal or ethnic identity, religious affiliation, or even regionalism can deeply colour how a story is framed, which voices are included, and what facts are emphasised or ignored.
  • If a journalist or media organisation has previously engaged in political activism, openly supported a candidate or made public statements endorsing a particular party, it becomes incredibly difficult for them to report impartially on the election.

Recognising these potential conflicts is the first step; actively managing them is the challenge. Here are actions newsrooms can take:

  1. Encourage all journalists, editors, producers, and key newsroom staff to proactively declare any potential conflicts of interest to their superiors or an ethics committee. This declaration should be ongoing, especially during election periods.
  2. When a declared conflict of interest exists, the journalist must be recused from covering that specific candidate, party or issue. It ensures fair assignment of duties, not punishment.
  3. Ensure there is a designated, confidential channel (e.g., an ethics ombudsman or a senior, trusted editor) where journalists can seek advice on potential conflicts without fear of negative repercussions. This encourages early and honest disclosure.
  4. Institute clear guidelines for journalists’ personal social media accounts. These should prohibit public political endorsements, partisan commentary, or sharing of unverified information that could compromise their professional impartiality.
  5. Conduct regular, interactive workshops focusing on recognising and mitigating personal biases, including political, tribal, religious, and gender biases. Encourage self-reflection and peer review in a constructive environment to identify blind spots in reporting.
  6. Editors and newsroom leaders must exemplify impeccable ethical conduct and actively enforce these policies, demonstrating that integrity is valued above all else.

As you continue your work, ethical dilemmas are bound to arise. Do you have a question for ACME Mwalimu on an ethical conundrum you’ve encountered? Write to us a training [at]acme-ug.org.