Fulbright Scholar, Professor Anthony Adornato, Instructs Journalists in Kosovo
Training for Kosovo Journalists Boosts Modern Reporting Skills
In a bid to enhance journalistic standards and counter foreign influence, Associate Professor Anthony Adornato recently provided training to journalists at Radio Television of Kosovo (RTK). The three-week Fulbright Specialist experience focused on field reporting, social media, and audience engagement.
Adornato, a former television anchor and reporter, and the chair of broadcast and digital journalism at Syracuse University, shared trends such as solutions journalism and audience engagement tactics with RTK journalists. During his stay, he worked directly with them on various stories in the field and led training sessions aimed at improving their use of social media platforms to better connect with and grow their audiences.
The training emphasised the importance of integrating social media strategically into journalism for enhanced audience interaction and engagement. This approach reflects a broader media trend where digital and social platforms play a critical role in how news is disseminated and consumed.
RTK, Kosovo's national broadcaster, established after the Kosovo War (February 1998 to June 1999), faces challenges common to public media in transitional democracies, including threats to editorial independence and lack of sustainable funding. Currently, RTK is navigating a severe financial crisis due to the failure of institutions to allocate the legally approved budget.
Despite these challenges, RTK journalists work under difficult conditions, including outdated equipment, staffing shortages, and low wages, yet remain dedicated to providing reliable information to the public. Their services are available through terrestrial and satellite networks, reaching not only people in Kosovo but also members of the significant Kosovar diaspora.
Adornato's training aimed to enhance RTK journalists' skills in modern, audience-focused reporting and digital outreach. He provided hands-on sessions focused on mobile journalism, multimedia storytelling, and social media strategy. The social media team at RTK quickly applied new Instagram approaches developed by Adornato, aiming to offer followers more meaningful content and interaction.
The collaboration between Anthony Adornato and RTK journalists is expected to continue into the future, with plans for ongoing knowledge-sharing and training. The International and European Federations of Journalists, along with the Association of Journalists of Kosovo, have urged authorities to ensure stable funding for RTK to secure its long-term sustainability and maintain its critical role in delivering news across the country and countering disinformation from foreign actors, particularly Russia and Serbia.
A Fulbright experience, whether through the Specialist Program or the U.S. Scholar Program, offers a unique opportunity to share expertise while learning from colleagues abroad. The programme, with its shorter-term nature, makes it accessible for those who are not eligible for a sabbatical. The journalism sector in Kosovo shares a passion for truth-telling and serving the public interest with the United States, despite operating with more limited resources and infrastructure.
- The training provided by Associate Professor Anthony Adornato to RTK journalists emphasized the importance of education and self-development in modern journalism, focusing on audience engagement, social media strategy, and mobile journalism.
- In an effort to improve their digital outreach and storytelling skills, RTK's social media team applied new approaches developed by Anthony Adornato, demonstrating a commitment to continuous education and self-improvement in Kosovo's journalism sector.
