Kosovarian Journalists Taught by Professor Anthony Adornato with Fulbright Scholarship Program
News Article: Fulbright Specialist Training Boosts RTK's Digital Presence
In a bid to strengthen its connection with the community and combat disinformation, Radio Television of Kosovo (RTK) recently hosted a three-week training programme led by Associate Professor Anthony Adornato. The focus of the training was on new trends in communication, with a particular emphasis on social media and audience engagement strategies.
As Kosovo's public service broadcaster, RTK plays a pivotal role in delivering news across the country. Established after the Kosovo War (February 1998 to June 1999), RTK operates both radio and television platforms, reaching not only people in Kosovo but also members of the significant Kosovar diaspora.
The training addressed challenges specific to RTK, such as its role as a national broadcaster in a linguistically diverse country and concerns about editorial independence tied to its state budget funding. Adornato shared best practices for using social media platforms effectively to increase audience interaction and broaden reach, reflecting current global shifts in media consumption and communication techniques.
The training included practical, real-world reporting experience through joint field coverage, sessions on leveraging social media tools to enhance audience engagement, and discussions of evolving communication trends relevant to broadcast journalism. The aim was to modernize journalism practices at RTK by integrating digital tools and fostering stronger connections between journalists and their audiences in Kosovo and the Kosovar diaspora.
Adornato, who provided training on social media, audience engagement, mobile journalism, multimedia storytelling, and current trends such as solutions journalism and audience engagement tactics, sees the Fulbright Specialist experience as the beginning of a long-term partnership with RTK.
The Fulbright Specialist program is shorter-term, making it accessible for those who are not eligible for a sabbatical. This opportunity is not only professionally enriching but also personally rewarding, offering a unique chance to share expertise and learn from colleagues abroad.
The collaboration between Adornato and RTK journalists is expected to continue into the future. Post-training, the social media team at RTK has already started applying new Instagram approaches to offer followers more meaningful content and interaction.
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 critical role in building democratic systems, particularly a free press, and informing citizens in a post-conflict society.
RTK's role is indeed critical, particularly in countering disinformation from foreign actors, such as Russia and Serbia, in Kosovo. Despite working under challenging conditions with limited resources, journalists at RTK share a passion for truth-telling and serving the public interest.
[1] Adornato, A. (2022). Fulbright Specialist Training at RTK: Enhancing Audience Engagement through Social Media and Mobile Journalism. Retrieved from https://www.anthonyadornato.com/fulbright-specialist-training-at-rtk-enhancing-audience-engagement-through-social-media-and-mobile-journalism/
[2] Radio Television of Kosovo (RTK). (n.d.). About Us. Retrieved from https://www.rtk.rs/en/o-rtk/
- Participating in the Fulbright Specialist training program at RTK not only provides a unique opportunity for personal growth and professional enrichment by sharing expertise, but also fosters a deeper understanding of current trends in education-and-self-development, such as audience engagement strategies and social media usage.
- As the training aimed to modernize journalism practices at RTK by integrating digital tools, the learning experience encompassed the adaptation of personal-growth strategies that reflect global shifts in media consumption, communication techniques, and solutions journalism.
