A public relations expert, Dr. Nkechi Ali-Balogun, has urged journalists to remain neutral, objective, and socially responsible in their coverage of the 2027 general elections, warning against reports capable of inflaming tensions and deepening divisions in society.

Ali-Balogun spoke in Abuja at the 13th Annual International Conference of the Association of Communication Scholars & Professionals of Nigeria (ACSPN), themed “Media, Technology and Elections in Africa: Navigating Digital Disruption and the New Dynamics of Electoral Communication”.

The PR expert, who spoke on the role of the media ahead of the elections, charged journalists to adhere strictly to the ethics of their profession by ensuring that their reports accurately reflect events without showing preference for any political candidate or party.

She urged media practitioners to shun inflammatory communication and deploy their platforms to promote understanding, dialogue and peaceful coexistence among citizens, especially during the election period.

According to her, journalists have a responsibility to shape public discourse in ways that contribute to the stability of society rather than aggravating existing tensions.

“It is time that journalists started helping us to comply with one of the core ethics and goals of journalism, which is social responsibility.

“It is the responsibility of journalists to help frame the news in such a way that sanitises whatever is happening in society, especially during elections.

“We should move away from inflammatory communication and use communication that will placate and bring people together instead of dividing and creating confusion in society,” she said.

Ali-Balogun also cautioned journalists against allowing their personal political preferences to influence their professional duties, stressing that election reports must not expose sympathy for particular candidates or political parties.

She said: “Your report must reflect exactly what is happening in society without inflaming, without inciting and without leaning towards any political candidate.”

On the safety of journalists during the elections, the public relations expert urged media practitioners to remain vigilant, assess their environment and take necessary precautions when covering potentially volatile situations.

She noted that journalists could become targets of violence where their reports or perceived political affiliations create the impression that they were supporting particular candidates.

“Journalists should remain neutral, and immediately they perceive areas that are dangerous, they should know how to navigate such areas. You must be able to assess the situation and take precautionary measures to avoid putting yourself in danger,” she said.

Ali-Balogun also urged journalists to verify information thoroughly before publication or broadcast, particularly with the growing use of artificial intelligence and social media platforms, which she said had made the production and circulation of false and manipulated content easier.

She stressed that professional journalism required journalists to authenticate information, provide context and resist the pressure to publish unverified material in the race to break election-related stories.

The PR expert maintained that responsible journalism would be critical to promoting credible elections, protecting citizens from misinformation and strengthening public confidence in the democratic process ahead of the 2027 polls.