Making Executive Decisions
By Paige Hill
When watching news programs, viewers likely focus their attention on the reporters who are presenting information that is important and of interest to themselves. However, what watchers do not see is the person who is behind the camera.
Ciara Campbell, a media studies graduate of Clark Atlanta University in Atlanta, Georgia, is one of those with a behind-the-camera job.
Campbell says that she initially didn’t want to pursue journalism as a career, but it was her senior year of high school that was a turning point.
“I like to tell people I fell into journalism. I’ve always wanted to tell stories that would impact the community I just didn’t know how at first, but after watching the coverage of Hurricane Katrina in high school it really sparked my interest for telling the stories of the unheard,” she said.
Campbell is currently the executive producer at 13WMAZ, a Tegna-owned and CBS affiliated news station in Macon, Georgia. Campbell says she started with the station four years ago as a multi-platform producer, and in 2017 she was promoted to her current position.
“I learned as much as I could from veteran anchors and producers in the newsroom and then jumped at the opportunity to produce different shows. Over time, I was promoted to Senior Producer, taking on the 6 p.m. and 11 p.m. shows. I was then offered the executive producer position,” Campbell said.
The competition for entry-level news producing positions is intense, according to an article by the Princeton Review. Therefore, candidates should have a wide range of knowledge and a will to work hard.
Campbell agrees with this notion. She says being able to adapt to your work environment is vital.
“Being a team player, adaptability, creativity, and having strong writing and communication skills are imperative to have in today’s journalistic climate,” she said.
Campbell also says graduating journalists today should focus on the skills that make them better journalists.
“I wouldn’t undersell myself. I think I spent a lot of time focusing on my lack of experience in journalism instead of focusing on my strengths,” she said.
As the executive producer, Campbell is responsible for managing the daily execution of all newscasts at the news station. She is also accountable for providing support for her team of fellow producers.
“Communicating with my team from the production crew to the newsroom is an important aspect, making sure they all trust me is very important,” Campbell said.
However, having a job like Campbell’s can often be strenuous and demanding. Holding the title of executive producer, she is tasked with producing a successful and cohesive show.
“My role requires me to make a lot of decisions from how shows are produced to when and how breaking news is covered, so it is always important that my decisions will help us better serve our audience,” she said.
Still, Campbell says the impact her work has on others is what’s most fulfilling.
“The longest days are often the most rewarding, knowing people are relying on us to help keep their families safe, and informed is always gratifying,” she said.
However, Campbell is constantly growing and continuously drawing inspiration from people such as April Ryan, Soledad O’Brien, Steve Hartman and Oprah Winfrey.
“I’ve always admired the work of Oprah Winfrey, she’s great with making people feel comfortable or noticed no matter who they are. She asks the tough questions and people are willing to answer for her,” she said.
Which is why Campbell’s work stems from reminding herself why she chooses to do the work she does every day.
“The recent project I’m most proud of is producing the elements for 13WMAZ’s 65th anniversary. The project was a collaborative effort across the board to celebrate the station both on-air and for digital,” she said.
Campbell says bringing truth, balance and relevance to each show is what creates longevity in journalism. She says anyone considering a career in journalism should focus on the opportunities a starting job may offer and not solely on the money.
“Opportunities for growth will take you farther when you’re trying to get your feet wet. This business will also test you, from the long hours to the stories that tug on your heart and more. If you love it, you won’t lose sight of why you’re doing it,” Campbell said.
