As artificial intelligence, social media and digital platforms continue to reshape how information is created and consumed, media leaders, policymakers and communication professionals gathering in Mombasa have issued a call for journalism that prioritizes trust, ethics and public impact over speed and virality.

The message emerged during the launch of the inaugural Media & Communication Awards 2026, an initiative by Gilitics Media in partnership with the Mombasa Press Club that seeks to recognize excellence in journalism, digital communication, public relations and content creation across Kenya.

Speaking at the event, Mombasa Governor Abdulswamad Shariff Nassir said the rapid transformation of the media industry should not come at the expense of the profession’s core values.

“In a rapidly evolving media landscape shaped by technology, digital platforms and the race for speed, it is more important than ever that we retrace our steps to the timeless principles that define journalism: accuracy, fairness, integrity, accountability and service to the public,” he said.

Governor Abdulswamad Sheriff Nassir addresses guests during the launch of the MAC Awards 2026, reaffirming his administration's commitment to media freedom, ethical journalism and constructive engagement with the press.

The governor described independent and responsible media as a cornerstone of democracy, emphasizing that government and the press should work together through openness, professionalism and mutual respect.

“A vibrant, independent and responsible media is not an adversary of government; it is an indispensable pillar of a healthy democracy,” Nassir added.

The launch comes at a time when traditional media organizations are increasingly competing with social media platforms and user-generated content for audiences, attention and credibility.

Yet speakers at the event argued that this disruption presents an opportunity for journalists and communicators to distinguish themselves through quality, ethics and solutions-driven storytelling.

Jomvu Member of Parliament Badi Twalib noted that the role of media has expanded far beyond newspapers, radio and television.

“Today, media is a classroom, a marketplace, a protest sign and a lifeline. Communication is the bridge that carries truth, culture, and community across all of it,” he said.

He added: “In an age of numbers and AI, the work of ethical journalists, editors, creators and communicators is more critical than ever. You are the ones who ask the second question, verify the clip and tell the human story behind the headlines.”

Jomvu MP Badi Twalib speaks during the launch, urging journalists and digital creators to tell stories that are "not only fast, but fair; not only viral, but valuable.

The legislator challenged media professionals to produce stories that go beyond attracting clicks and views.

“Let us tell stories that are not only fast, but fair. Not only viral, but valuable. Not only loud, but true,” he said.

The awards initiative aims to bridge a recognition gap that many practitioners outside major media houses have long experienced.

Media Council of Kenya Coast Regional Coordinator Maureen Mudi welcomed the awards, saying they would create more opportunities for journalists and content creators from the grassroots to gain visibility and recognition.

She pointed to the success of journalists from smaller media organizations who have excelled in national competitions, arguing that talent exists across the country but often lacks platforms for exposure.

“There is a lot of potential at the grassroots and we really value your work,” she said.

MCK Coast Regional Coordinator Maureen Mudi encourages Coast-based journalists to explore underreported stories, particularly in the blue economy, while upholding ethical reporting standards.

Mudi also urged organizers to develop categories that reflect the Coast region’s unique identity, particularly in areas such as the blue economy and marine reporting.

“We need to look at areas that are still untapped,” she said, noting the limited coverage of underwater and ocean-related stories despite the region's strategic maritime importance.

The changing media landscape was another recurring theme during the launch.

Communications scholar Dr. Mwangi reflected on nearly three decades of transformation, from print production and websites to blogs, podcasts and short-form video content.

“Today, anyone can be a journalist. You only need internet access and a smartphone to tell a story,” he said.

However, he argued that trained journalists retain a critical advantage because of their grounding in ethics, verification and professional standards.

“Our communities still need to trust us to tell stories,” he said.

Coast-based journalists follow proceedings during the launch of the inaugural MAC Awards in Mombasa.

Dr. Mwangi encouraged journalists to focus on deeper reporting that addresses persistent social challenges such as teenage pregnancies, governance, youth crime and community-led solutions.

“We have a responsibility to tell stories in ways that change communities,” he said.

Veteran journalist George Sungu echoed the sentiment, warning that the dominance of social media has altered how audiences consume information.

“The main source of information today is social media, and social media is for everybody,” he said.

“But if we do not inform people the right way, they have every obligation to get information from elsewhere.”

Sungu expressed optimism that the awards would encourage higher standards of reporting by rewarding impactful journalism rather than content produced merely for consumption.

“Ask yourself: what impact is this information going to have? What solution is it going to bring to the table?” he challenged journalists.

For Gilitics Media Co-founder and Blue Radio CEO Gilbert Were, the awards are intended to recognize a broader ecosystem of storytellers whose work often goes unnoticed.

He noted that communication professionals, digital creators, public relations teams and social media influencers increasingly shape public understanding of issues ranging from crisis management and business growth to governance and public service delivery.

Gilitics Media Co-founder and Blue Radio CEO Gilbert Were explains that the awards were created to recognize journalists, communication professionals and digital creators whose work informs, influences and drives positive social impact.

“There are many people doing impactful work in communication and digital storytelling who are not getting recognized,” Were said.

He added that the initiative seeks not only to celebrate excellence but also to encourage ethical content creation and professional development among emerging creators.

The Media & Communication Awards 2026 will recognize outstanding achievements in journalism, digital media, public relations, corporate communication and storytelling.

Organizers say the platform is also expected to support mentorship, networking, training and innovation within the media and communication sectors.

As Kenya's media ecosystem continues to evolve, the launch signalled a growing consensus among industry leaders that credibility, public trust and meaningful storytelling remain journalism’s strongest assets in an increasingly crowded digital space.