This paper analyzes one of the basic actions of SOS-Imprensa,
the mechanism to assure Media Accountability with the goal
of proposing a synthesis of models for the Brazilian reality. The
article aims to address the possibilities of creating and improving
mechanisms to stimulate the democratic press process and to mark
out and assure freedom of speech and personal rights with respect
to the media. Based on the Press Social Responsibility Theory,
the hypothesis is that the experiences analyzed (Communication
Council, Press Council, Ombudsman and Readers Council) are
alternatives for accountability, mediation and arbitration, seeking
visibility, trust and public support in favor of fairer media
