Veteran American journalist Gary Kebbel encouraged Communication students and faculty from the University and Bicol University (BU) to rebuild public trust in media in the midst the age of Artificial Intelligence in a collaborative hybrid lecture, “Tech’s Role in Shaping Community Journalism” at the Cody Conference Halls and aired live via Zoom for BU participants on September 10.
Organized by the USLS Communication Department in partnership with BU, and supported by the U.S. Embassy in the Philippines and American Spaces Philippines, the event examined the challenges faced by contemporary journalists as rapid technological changes reshape the flow of information.
Kebbel stressed that newsrooms must strengthen their credibility for audiences to recognize the value of their work. “The key, I think, for news organizations is creating a brand of trust,” he said.
The US journalist emphasized that innovation and experimentation with digital technologies are now essential skills for journalists navigating the digital landscape.
During the open forum, students raised concerns about distinguishing journalism from public relations, to which Kebbel responded that while they are distinct fields, journalism could learn from PR’s strength in public engagement: “somebody who can explain to the public what journalists do.”
Highlighting the connection between media and democracy, he added, “Democracy functions when people are educated, when they have complete information [...] and serve the best of their interest.”
The interactive session also touched on AI in news reporting, the difference between journalists and content creators, and press censorship.
College of Arts and Sciences Dean Dr. Rowela Chiu reminded participants of the need to use media technologies responsibly. BU Journalism Department Chairperson Prof. Gladys Serafica, in a recorded message, reinforced the importance of equipping local media with digital tools to stay relevant.
Closing the program, USLS Communication Department Chairperson Prof. Agnes Jira Jundos emphasized the role of Lasallian communicators in promoting faith and peace within communities. “We will be forever eluded by peace unless we have responsible, communitarian, and Christian communicators,” she said.
The lecture was attended by members of the U.S. Embassy team, including Spokesperson Jameson DeBose, Deputy Spokesperson Mary Sturgis, Press and Media Specialist Camille Conde, Press and Media Coordinator Jovic Yee, and Digital Production Assistant Maika Torres. Also present were American Corner Bacolod Director Ma. Girlie de Guzman and Coordinator Shella Lucero.
