Voters Should Drive Election Coverage

Trainer calls for reporting rooted in local realities and rights

By Francis Maingaila ♥️ 

Lusaka, Zambia (03-02-2026) — Election reporting should be grounded in voters’ daily realities, stressing that the media has a responsibility to amplify the voices of ordinary people while holding political parties and candidates accountable to the electorate, media practitioners have been told ahead of the polls.

Media trainer Gregory Gondwe told journalists during the election reporting for journalists training themed “Voter-Centred Election Reporting: AI and Accountability,” held at Melsim Lodge in Lusaka, that journalists play a critical role in informing citizens about political parties, candidates and electoral processes, while also exposing irregularities that undermine democratic participation.

He said election coverage must go beyond campaign promises and political rhetoric, focusing instead on issues that directly affect voters, such as safety at polling stations, access to voter registers, intimidation, bribery, and logistical challenges.

Gondwe emphasized that journalists should act as the “voice of the voiceless,” reflecting the concerns of ordinary citizens and ensuring politicians are held accountable to the public agenda rather than political slogans.

He urged journalists to adopt a voter-centred perspective, paying attention to local development needs, neighbourhood challenges, and the questions voters want political parties to answer.

Highlighting the role of investigative journalism, Gondwe called for reporting on the character, integrity, and leadership capacity of electoral aspirants, while providing balanced platforms for debate and diverse political views.

He encouraged media practitioners to rely on credible and varied sources, including party manifestos, press briefings, civil society organizations, election experts, and ordinary citizens, to ensure fair and accurate reporting.

On voter education, Gondwe said the media must help citizens understand their rights, registration procedures, voting conditions, campaign rules, and the importance of participating in elections as a civic duty.

He also called on media institutions to develop and enforce clear editorial guidelines and codes of conduct that promote fairness, impartiality, respect for human rights, and equal coverage of all political parties, including women and minority groups.

Gondwe cautioned journalists against partisan conduct, including wearing political colours or accepting favours from candidates, and stressed that threats against media personnel should be treated seriously, with employers providing adequate protection, equipment, and insurance.

He concluded by urging journalists to rigorously verify information before publication, ensuring that election stories are accurate, balanced, lawful, and focused on the interests of voters.