SECTOR 4 However, in many cases, invitations are sent directly to the journalist, rather than to the editor. “These people befriend the journalists and it becomes a personal thing. They pay the journalist to attend their events and write stories on them, instead of sending press invitations to the editor, because they think they won’t get coverage if they don’t pay. We will never send out a reporter without covering their expenses.” Most media establishments have policies around the declaration of freebies. However, whether journalists adhere to these policies or not is a different issue. Despite the concerns noted above, generally the media is still trusted to a large extent, though this often depends on which media house is being referred to. “There are good journalists that have done very well and reported well without taking money.” Panellists agreed that many organisations “Need to learn how to engage media to have maximum returns. They shouldn’t be buying coverage, unless it’s an advertorial or advertisement.” “We have to be very clear that where the fee is a transaction fee, then it is corruption. Corruption may be on steroids, but let’s not be ambivalent about it.” Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: 2.8 (2012 = 1.9; 2010 = 2.6; 2007 = n/a) AFRICAN MEDIA BAROMETER UGANDA 2016 71