Administration Secretary at the State Department of East African Affairs Christopher Musumbu has identified media as a key player in providing timely and relevant regional development information due to its consistent interaction with citizens.
He said media should facilitate public understanding of the region in line with its objectives.
Speaking during a media workshop on the East Africa Community integration at Naivasha, Musumbu also emphasized the importance of journalists equipping themselves with the necessary skills to be able to perform their duties effectively.
"Media remains the biggest platform in ensuring regional development and therefore there is much need from media practitioners to acquire necessary skills to be able to effectively articulate and disseminate timely EAC regional agenda," he stated.
The administration secretary also urged the media fraternity to report information that will benefit the public rather than creating controversy in the region.
"I appeal to the media fraternity to report analytical and educative information that clearly outlines the benefits aimed at attracting interest from the public," Musumbu further stated.
The workshop brought together more than 150 journalists practicing in the southern and central Rift Valley region, an area that also falls within the northern transport corridor of the Eastern African trading community.
Musumbu also asked the media to own the information and release it to the public with adequate authority and confidence to influence a positive public perception of the EAC integration process.