Prior work on algorithmic accountability has focused on a retrospective understanding of the concept. In this chapter I suggest prospective accountability as a productive complement for addressing many of the underlying challenges to algorithmic accountability, including sociotechnical complexity and the various information deficits that stand in the way of retrospective blame assignment. I then elaborate a role for the news media to support prospective algorithmic accountability by contributing to norms for answerability and forward-looking responsibility assignments, as well as by helping to identify and normatively establish what is considered harmful and impactful in society and which therefore warrants mitigation. I argue that certain media activities such as editorial writing, solutions journalism, and predictive journalism could further enhance the media’s impact towards supporting prospective accountability.