Sector 4. The media practice high levels of professional standards 4.1 The media follow voluntary codes of professional standards which are enforced by self-regulatory bodies. ANALYSIS: The media code of professional standards has been issued by the Media Council of Kenya (MCK). It is derived from some international standards like those issued by UNESCO. There is a bill that seeks to work towards statutory media self –regulation in applying the code of professional standards. The MCK code of professional standards is used mainly by the mainstream media and training institutions. In house codes of professional standards also exist in some media houses, although they are selectively applied to staff for example implementation in news rooms. The MCK is functional and receives grievances arising from the code of professional standards. As MCK’s arbitration function is voluntary, there is a greater challenge to editorial managers to enforce the codes. The sensitization of the code needs to be done. SCORES: Individual scores: 4, 3, 2, 4, 4, 4, 2, 4 Average score: 3.7 (2005=3.3) 4.2 The standard of reporting follows the basic principles of accuracy and fairness. ANALYSIS: Accuracy involves verification of facts. This at times is constrained by the demands of speed and deadlines. However consistent inaccuracies demonstrate professional incompetence. Editorial practice conforms to the editorial policy of news organizations. News organizations also define news. The entire news chain from reporters to editors must be committed to fairness and provide information without deliberate attempt to be one-sided. There should be effort to hear the other side of a story. Genuine mistakes can be quickly and prominently redressed. The mass media do not always follow these principles. 16