The media’s role at the intersection of science and society cannot be overemphasized, and deliberate efforts from all interested quarters are necessary to bolster its operations so it remains a prominent and relevant player, experts agreed during the launch of the One Health Communication Guidelines for Rwanda.
In a webinar held on June 20, 2025 titled One Health, One Story: Strengthening Journalism at the Human-Animal-Environment Interface, health and media experts discussed common areas of interest, and how to equip journalists with the skills to report flawlessly.
The webinar culminated in a colourful launch of reporting guidelines, which draw a course that will help the media communicate in a timely, accurate and comprehensive manner.
Dr. Anselme Shyaka, assistant professor of One Health, University of Global Healthy Equity, called the launch of the guidelines “a renewed commitment to better communicate at the human-animal-environment interface”.
ISAAA AfriCenter Director Dr Margaret Karembu highlighted the importance of The Africa Science Dialogue, an interactive portal which already identified a way to make it easy for journalists to access scientists and other key resources, therefore aiding their work.
She said that it aims to bridge the widening gap between science and society by bringing together key players, especially in One Health.
“The One Health concept promotes a collaborative, multi-sectoral, and transdisciplinary approach to sustainably optimize the health of people, animals, and ecosystems. In the face of accelerating climate change, this vision becomes even more urgent,” she said.
“In this context, the media stands as a key ally. Journalists possess the power to amplify science, shape public discourse, and influence policy. This webinar affirms our belief in journalism as a critical partner in achieving better health outcomes and environmental sustainability through informing, educating and of course entertaining us.”
Emmanuel Mugisha, The Executive Secretary of The Rwanda Media Commission, spoke about the need for journalists to be properly capacitated, with their influence in society huge, and with it the ability to actively shape public policy.
“Journalists are not just information recipients and sharers; they help shape policy reforms and rally people to action. We all need to make sure they tell evidence-based stories,” he said.
Mugisha explained the need to have journalists understanding concepts, following cross-sector storylines, simplifying science, centering on vulnerable communities, investigating gaps in surveillance, using available data wisely, and being vigilant against misinformation.
He also spoke about the tenets of ethical and responsible reporting: accuracy, verification and source credibility; avoidance of sensationalism and fear mongering; respect of privacy and ethics.
But the media has had to contend with a series of challenges, including limited access to scientific data/experts, complexity of interdisciplinary topics, and balancing urgency with accuracy.
ISAAA AfriCenter’s Senior Program Officer Bibiana Iraki acknowledged gaps in the chain of communication which has media at the centre, explaining the discovery that necessitated the process of coming up with guidelines.
“When we conducted a stakeholder analysis using net-mapping, we identified media as a key player in achievement of One Health goals, but then we realized that there is little engagement with the media from all the other players. There were no noticeable linkages with the media,” she said.
She outlined the process of coming up with the guidelines, starting with the inaugural media café of February 2024, capacity building workshop of June 2024, and validation of draft guidelines of May 2025.
The media, she said, needs capacity building, regular engagement, availability of experts, incentives such as grants and awards, and to leverage on social media amid a proliferation of influencers who are keen to make a killing out of passing misleading information to trigger public emotions.
Speakers discussed the menace of misinformation and disinformation, dubbed an infodemic by the World Economic Forum. Decrying these hulking dragons, ISAAA’s Dr Karembu said:
“In Africa, where access to reliable information in many areas is limited, the societal impact is even more profound. The consequences include lost lives, wasted resources, and missed opportunities to harness science and innovation for development. While the drivers of misinformation are often well-funded and organized, so too must be our response. This is where the media comes in– not just as reporters, but as truth defenders.”
On August 26-28 this year, the Africa Biennial Biosciences Communication (ABBC) symposium will be happening in Lusaka, Zambia, focused entirely on the misinformation challenge. We are all encouraged to apply and to join the warfront in this battle against an enemy that could completely dull the future of science in Africa- and of much more.
By Peter Theuri, Digital Communications Officer, ISAAA AfriCenter