Patti Smith: May No Man Put Her Under

By: Kendra Garcia

The world of mass media is

constantly changing, and to

work in it you have to be ready for anything.

Patti Smith, president and general manager of KVUE-TV, spoke of these changes in the newsroom Tuesday Oct. 20 at 11 a.m.

“Everything changes every single year,” Smith said. “Truthfully, that’s why I love it.”

Smith explained that her newsroom has not only downsized, but also that all her employees have taken on more responsibilities. She stressed that mass media are ultimately public service providers, and the minute that is forgotten is when money is lost.

“This is not a fast path to riches,” Smith said. “You truly have to love what you do.”

She, like many others, had to start from the bottom and work her way up. However, Smith’s journey to the top was not the easiest.

When a college professor at UT wrongfully graded her and told her women didn’t belong in TV, Smith vowed to prove him wrong.

Smith recounted her first job and gave the students first hand experience as to what to expect. She also discussed what she, now on the other side of the desk, looks for in interns and first-job applicants.

Smith explained that with the constant changes in the economy, demographic and society she has to be very aware about her audience.

“I get to decide who my audience is,” Smith said.

When a student asked Smith how she kept up with the constant changing she explained that on a day to day level it can be difficult however, the grand scale of goals never changes, and that is what KVUE-TV strives for.

After the session, electronic media senior Tyler Garcia expressed his approval of the lecture.

“Patti was awesome,” Garcia said. “She’s really been there, and her honesty of the business was really refreshing.”

Advertising junior Martin Doporto also had positive feedback for Smith.

“Patti definitely made me think about what exactly I want to do,” Doporto said. “She’s right; if I didn’t love this I would be miserable for the next 20 years.”

Smith’s lecture was livestreamed on the Mass Comm. Week’s website.

Photo Credit: Kendra Garcia