This brief article explores the key role that strong, open, and free media play in contributing to achievement of development objectives such as the Millennium Development Goals (MDGs). Focusing on the African context in particular, the Economic Commission for Africa (ECA) argues that, unless such goals are publicised, explained, and discussed publicly, their impact will be small. Especially in developing countries, ECA suggests, "effective action depends on effective information." While often ignored, the media's role in disseminating information and stimulating dialogue is characterised here as central.

There are challenges associated with pursuing this strategy of open exchange of information, however. For instance, ECA explains that press standards and dissemination vary widely from one African country to another, so that media coverage is "patchy". Many local journalists lack easy access to information, and press freedom in some countries is a constraint. Interviewees may not be willing to go on the record and criticise government performance, ECA claims, for fear of retribution. Also, in many cases "the powerful simply use media outlets to spread their propaganda."

To address these challenges, ECA recommends continued training and more back-up for African journalists so that they have the skills to explain issues such as the MDG objectives clearly and concisely. Tools such as the African Peer Review Mechanism (APRM) might be helpful in strengthening media capacity, "but in the view of many media professionals, it does too little", in part because it does not stress the importance of free and independent news media. ECA also highlights the potential role of the media of the developed world in giving more-than-fleeting coverage to African issues, and in sharing news of success stories as well as failures. Finally, ECA asserts that African governments might do well to "reassess their hostility towards the media - particularly local newspapers and broadcasters - and provide room for responsible, fair and objective reporting."