This article examines the key requirements that should be observed in journalistic speech in modern mass media. It emphasizes that journalists must use language accurately, clearly, appropriately, and expressively in order to deliver information effectively and influence the audience responsibly. The paper discusses the role of literary language norms, speech culture, stylistic appropriateness, objectivity, brevity, emotional impact, and the correct use of lexical and phraseological resources. Special attention is given to the influence of new technologies, the internet, democratization, and spontaneous public speech on the weakening or transformation of traditional language norms. The article also highlights the importance of training future journalists to develop linguistic sensitivity, avoid jargon, clichés, excessive emotional vocabulary, and inappropriate borrowings, and create media texts that are understandable, socially meaningful, and communicatively effective. Overall, speech culture is presented as an essential professional competence for journalists in contemporary written, oral, and digital media environments across society today.