Florida Focus, a distinguished program in the Zimmerman School of Advertising and Mass Communications (Z School), earned second place in the Broadcast Education Association’s (BEA) Dr. Marjorie Yambor Signature Station Competition. This noteworthy achievement also signifies the program's debut in the competition.
Dr. Stephanie Anderson, assistant professor of instruction. (Photo courtesy of Stephanie Anderson)
Florida Focus, which is overseen by program director Dr. Stephanie Anderson, is a student-run newsbreak that airs on WEDQ, a local PBS station in Tampa. The objective of the program is to provide an opportunity that allows students to gain experience in all aspects of a television newsroom, from news production, content creation, on-air talent, social media, studio and field production, and web design. Students focus their coverage in the following areas: business community, environmental, climate and weather, health, medical, education, and sports.
“The student’s work is aired in Florida’s number one media market and the 12th largest in the nation, providing them with job-ready reels, resumes, and experience,” Anderson said.
The BEA Competition seeks to identify programs that promote hands-on experience in various aspects of the broadcasting field, including professional development, content creation, social media, and community service. Despite only being in her second year at USF, Anderson was confident in her students' performance and their potential to be strong contenders in the competition.
“This isn’t a normal lecture course, students get real-world experience in the classroom. The students must come up with story ideas, conduct research and interviews, shoot videos, write scripts, produce newscasts, make social media posts, and write for the web — all on a strict deadline. The partnership that the Z School has with WEDQ is a huge advantage that other schools in the country can’t offer their students. The class is run like a real newsroom, which prepares students to step into a professional newsroom upon graduating. I believe students learn best in an experiential learning atmosphere and that is how I operate the class,” Anderson said.
For their BEA Competition submission, material from the spring and fall 2023 Florida Focus classes was included. Students covered notable events and opportunities in the Tampa Bay area during those semesters.
Florida Focus student, Haley Zarcone, reports on President Biden's landing and take-off on Air Force One. (Photo courtesy of Stephanie Anderson)
Florida Focus students visit local Tampa Bay news station WFLA with lead anchor and USF alumna Jennifer Leigh (left). (Photo courtesy of Stephanie Anderson)
“The most notable opportunity was being able to cover President Joe Biden’s visit to Tampa. One student was at the airport and covered Air Force One landing and taking off, and another student was with me at the University of Tampa, where President Biden spoke. They had to go through all of the same security checks with the Secret Service that all of the national and international media did,” Anderson explained. “They stood alongside and watched as broadcasting networks such as CNN did live coverage and prepare their stories for the nightly newscasts. It was experiential learning at its best. Most journalists never get to cover a sitting president in their careers, and these students were able to do that while still in college. It’s just another way that the Z School and USF are helping prepare students for top-notch jobs in the industry.”
Anderson’s program not only provides students with hands-on experience in news production but also instills a sense of responsibility and community involvement. Through these experiences, the students' collective efforts on the newscast have enabled them to make a positive impact on the community.
“Students chose to partner with Feeding Tampa Bay for a food drive during the Thanksgiving and Christmas holidays. They put flyers around campus, promoted their drive on social media and put donation boxes in multiple locations on campus to collect the food. The students took the donations to Feeding Tampa Bay at the end of the semester and were able to feed 27 families with their efforts. This is an activity completely spearheaded by students,” Anderson said.
Anderson accepted the award in April at the BEA national convention in Las Vegas.
“It’s amazing to see the hard work of my students recognized. I was incredibly proud to represent my students in Las Vegas. This award not only shines a light on Florida Focus but also the Z School and USF. We’ve known for a long time that the Z School has an outstanding broadcasting program, but now the rest of the country knows it as well. However, getting the phone call from my students that Florida Focus helped them land their first TV job in markets like Tampa, Ft. Myers, and Lexington, Ky. is the real reward for me as a professor,” Anderson said.
Florida Focus students organizing donation boxes as part of their partnership with the local charity, Feeding Tampa Bay. (Photo courtesy of Stephanie Anderson)
Starting in fall 2024, Florida Focus will undergo a rebranding initiative and will be known as Z News. The program will maintain its broadcasting schedule on WEDQ, airing every Wednesday, Thursday, and Friday evening at approximately 6:55 p.m.
Alongside its rebranding effort, Florida Focus is actively engaged in its next project with the Dress to Impress Closet scheduled for August 2024. This initiative addresses concerns about a lack of professional attire for students in the class to wear on-air, prompting donations to expand the professional clothing collection for students. They are preparing to unveil a space where students can access these clothes and elevate their on-air appearance without the worry of financial burden.
“Students need professional clothing to wear when filming Florida Focus, however, many can’t afford the additional costs. I don’t want students to feel isolated or that they can’t participate in the program because they can’t afford to purchase new clothes. The closet will be open to all Z School students. Whether they need a professional outfit for Florida Focus, an internship or a job interview, we want to be a resource for them. We welcome donations to the closest.”
To contribute gently used professional attire, please contact Dr. Stephanie Anderson.
To learn more about Florida Focus, please visit their newly rebranded YouTube Channel, Z News or program website.