At the 2020 State Leaders Institute, AACTE’s director of marketing and communications, Jerrica Thurman, shared some excellent “how-to,” exemplars, and resources that helped attendees understand How Educators Can Partner with Broadcasters to Keep Communities Informed. From the very basic level of helping us understand how each type of media outlet is organized and what drives each of their interests in news we might have to share, all the way to the very specific steps educators can take to sharpen our skills as subject matter experts, Thurman offered a session that all attendees valued.
The basics began with an eye-opening update about where most Americans get their news, revealing that local television, radio, and daily newspapers are still in the lead. In fact, Americans increased their average of watching local news from 4 hours to 5 hours per week over the last 15 years (RTDNA/Hofstra Surveys). Over the last 10 years, Pew Research surveys have also shown that the percentage of Americans who listen to radio (terrestrial or streaming) has increased from 25% to more than 50% over the last 10 years. Thurman laid this as the groundwork for educators to see that our potential audiences are seeking out more information sources during the same time period.