Journalists have been urged to safeguard the integrity and public standing of the profession by maintaining high standards of conduct, ethics and personal presentation while carrying out their duties.
The Acting Director General of the Journalism Accreditation Board (JAB), Patrick Kipangula, said journalists must recognize that the respect accorded to the profession depends not only on the quality of reporting but also on how practitioners conduct themselves in public.
Speaking during a presentation on “Media Freedom in the Digital Era: The Role of the Journalism Accreditation Board” at a Media Freedom Forum organised by the University of Dodoma (UDOM) through its Department of Arts and Media Studies, Mr Kipangula said journalism remains a vital institution in society and is widely regarded as the unofficial fourth pillar of democracy.
“As journalists, we have a responsibility to protect the dignity of our profession through ethical conduct, professionalism and the way we present ourselves before the public,” he said.
Mr Kipangula noted that a journalist’s appearance and behaviour can influence the level of trust they receive from both news sources and the wider public. Professionalism, he said, begins long before a story is written or broadcast.
“When you approach someone for an interview, the impression you create matters. The way you present yourself can reassure a source that you are a serious professional seeking credible information,” he said.
He stressed that while adherence to media ethics, legal requirements and professional standards in news gathering remains essential, journalists should also appreciate the importance of building a positive public image for the profession.
According to Mr Kipangula, maintaining public trust has become even more critical in the digital age, where information spreads rapidly across multiple platforms and journalists face increasing scrutiny from audiences.
He urged media practitioners to remain committed to accuracy, fairness and accountability while serving as ambassadors of a profession that plays a central role in informing citizens and strengthening democratic governance.
The forum brought together media professionals, academics and journalism students to discuss media freedom in the digital era and the role of professional institutions in promoting responsible journalism and safeguarding industry standards.
