The East African Community (EAC) Secretariat has renewed commitments to engage the media to help accelerate the integration process. Government officials and EAC stalwarts recently had a candid discussion with media managers and practitioners from all the five partner states, during the Fifth EAC Media Summit in Kigali, with members of the Fourth Estate stating their concerns and urging for better engagement with the media, if they are to play a critical role in the integration agenda. Regional media was criticised for letting East Africa’s story be told by their Western counterparts, who do not necessarily have the EAC as their priority or look at the region through their own lens, which at times is biased or framed to suit their agenda or audiences in the West.By the end of the Summit, the recommendations made centred around bringing the media on board as an ideal vehicle for the integration agenda.The move could not have come at a better time. Currently, the five partner states are engaged in talks on the proposed Monetary Union even as ordinary East Africans are yet to realise the full benefits of the earlier integration stages, namely, the Customs Union and the Common Market. In the event that the citizens of the region are yet to appreciate the benefits of the integration process, it leaves the integration agenda in the hands of the political leaders yet EAC should be people-centred. Such a situation does not send positive signals for the future of the integration process, especially as the region set sights on the ultimate stage – political federation.Though EAC matters may not be that "juicy” in terms of being newsworthy, the media should still give regional integration priority and awareness is key to a successful block.