04 May 2026   Sports journalists in Eldoret have been challenged to rethink how they engage with athletes and tell their stories, embracing empathy, depth, and integrity as the true hallmarks of impactful sports reporting. At a sensitisation forum organised by the Media Council of Kenya (MCK) for sports reporters, professionalism, empathy, and in-depth storytelling were placed at the centre of what it means to practice sports journalism with integrity. MCK Nakuru Regional Coordinator Mecha Joseph called for ethical and human-centred reporting in sports media. "Sports coverage should be focused on performance and verified facts. The media must not become a source of pressure or harm," he said. He urged journalists to lead with sensitivity, particularly when covering athletes facing personal or professional difficulty. "Professional sports journalism is not just about telling the story first. It is about integrity, respect, and humanity. When athletes are down, that is when journalism matters most. Be there, understand their struggles, and tell their stories with care," he said. Seasoned sports journalist Elius Makori emphasised that good storytelling begins long before the interview, urging reporters to invest in preparation and build genuine knowledge of the sports they cover. "Do your work. Know the athlete, know the sport, and ask questions that invite them to share experiences. Good questions do not just seek answers; they spark meaningful conversations," he said. Makori also cautioned against overly aggressive interview tactics, arguing that trust is the foundation of impactful sports reporting. "Do not turn into an investigator when you want insight. Create a safe space for conversation. This will build trust and respect between the journalist and the athlete," he said. He challenged reporters to look beyond match results and explore the fuller human narratives that sport produces. "The real story is often beyond the finish line. Write not only about winners, but also about those who lost. There is powerful storytelling in resilience and recovery," he said. Sports journalism expert Benard Rotich pointed to the opportunities that digital platforms offer for journalists willing to evolve with the industry. "Leverage online platforms such as podcasts and digital features and find ways to monetise your content while maintaining quality," he said. Senior Athletics Coach Nicholas Koech offered participants a window into the athlete's world, walking journalists through the preparation, discipline, and focus that underpin high-level athletic performance, giving reporters the context needed to tell those stories with greater depth and accuracy. The forum closed with a call for continuous learning, urging sports journalists to remain professional, culturally sensitive, and committed to meaningful engagement with the athletes and communities they cover.