From the Dean
Faculty, staff, students and alumni of the College of Journalism and Communications are proud to be members of the Gator Nation.
For many years, the college has provided the highest quality professional education in advertising, journalism, public relations and
telecommunication. In every survey or ranking over the past 25 years, the college is listed among the top programs in the nation. The
results are obvious. Today, our alumni are making a difference in a multiplicity of professions around the world.
The college truly enjoys an enduring tradition of excellence, but it is a tradition that could not have persisted without the generous
contributions of our alumni and friends. Florida Tomorrow is about continuing this tradition. Maintaining our role as a leader in journalism
and communications education will require new resources. Visitors to Weimer Hall quickly see the results of previous gifts from alumni -
from our new video production facility and research lab to our enhanced classroom and instructional facilities. But new challenges
require that we work harder to hire top-rated faculty and ensure that the learning environment is of the highest quality.
The faculty and staff of the college remain highly productive and dedicated to meeting these challenges. I hope that you will read
more about the college and how you can help us. Florida Tomorrow provides opportunities for increased collaboration and synergy
with alumni and friends of the college.
As the role of communication and media in society becomes more prevalent, powerful and complex, and as the media professions
continue to integrate and converge, the study of journalism and communications and the generation of new knowledge about the related
disciplines become more critical. I welcome any opportunity to discuss with you how your support can allow the college to remain a
world leader in the education of future journalists and other communication practitioners and in the preparation of teacher-scholars in
the various communications fields.
John W. Wright II
Interim Dean, College of Journalism and Communications
The Promise of Tomorrow
The University of Florida holds the promise of the future:
Florida Tomorrow a place, a belief, a day. Florida Tomorrow is
filled with possibilities. Florida Tomorrow is for dreamers and
doers, for optimists and pragmatists, for scholars and entrepre-
neurs, all of whom are nurtured at Florida's flagship university:
the University of Florida, the foundation of the Gator Nation.
What is Florida Tomorrow? Here at the College of Journalism and
Communications, we believe it's an opportunity, one filled with
promise and hope. It's that belief that feeds the university's capi-
tal campaign to raise more than $1 billion.
The Florida Tomorrow campaign will shape the university, cer-
tainly. But its ripple effect will also touch the state of Florida,
the nation and the entire world. Florida Tomorrow is pioneering
research and spirited academic programs. It's a fertile envi-
ronment for inquiry, teaching and learning. It's being at the
forefront to address the challenges facing all of us, both today
College of Journalism and Communications
Florida Tomorrow Campaign Goals
TOTAL $27 million
Student SuppSrt $3.5Smillio
TOTAL $27 million
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Florida Tomorrow is a place ...
where students transform into communication professionals.
Images of the World
John Kaplan's perspective of the world is tainted. He views it
on the faces of the prisoners, beggars, widows and poor he pho-
tographs. Kaplan, a Pulitzer Prize-winning photojoumalist and
professor at UF's College of Journalism and Communications,
focuses his camera on places and people often ignored. As a
teacher, he wants his students to experience the same thrill, shock
and satisfaction of bringing those almost-invisible sides of the
human condition to the forefront.
That's what the Florida FlyIns course is all about. Each summer
Kaplan and his students travel to a corner of the world not cir-
cled on most tourists' maps: a tucked-away village in Nicaragua; a
prison in Ecuador; a slum in Brazil.
"Students have so much to gain and learn from such a diverse
and challenging cultural experience," Kaplan says.
Students Vanessa Garcia and Morgan Petroski went with Kaplan
to an Ecuadorian prison in 2007. They wrote and shot a story about
mothers raising their children in jail. Petroski's photos placed sec-
ond in the renowned Hearst competition; and Garcia's storytelling
helped land her an internship at Oprah magazine.
"It was a mad rush to complete what we hoped would be a sig-
nificant body of work," Petroski recalls. "We found a story to tell."
The course is an opportunity for students to fine-tune their skills
by documenting Latin American regions through words and pho-
tographs. Their work is published in an online magazine (www.
internationaljournalism.com) and shown in a campus exhibition.
"We hope to expand the program to include other parts of the
world in the future, such as an Asian summer program," says
Kaplan, who has been named a UF International Educator of
Florida FlyIns has been widely recognized off campus. News
Photographer, photojoumalism's trade magazine, published an arti-
cle about it. China's largest photography magazine, Photo World,
printed students' pictures from Nicaragua, Brazil and Peru, and its
largest international photographic festival, Pingyao, showcased the
work of UF students. Student projects have appeared in such pub-
lications as The Orlando Sentinel and Jacksonville's Florida-Times
Union. The program has also been honored in the international Best
of Photojournalism awards.
The FlyIns has inspired similar ventures, including the sum-
mer Berlin Study Abroad and College of Journalism and
Communications Study Abroad programs.
What's made the course so successful, Kaplan says, are the stu-
dents. He credits their "talent and lack of pretension."
"We challenge them to think creatively," he says.
Florida Tomorrow is a day
when accurate, fair information flows freely.
In Good Company
Angela Buonocore and David Finkel are crossover hits. Both
have flourished in careers outside their original fields of study in
UF's College of Journalism and Communications.
Buonocore earned an advertising degree in 1978 and is now vice
president for corporate relations for ITT Corp. Finkel graduated a
year earlier with a degree in telecommunication, and ended up as
a Pulitizer Prize-winning writer with The '. i1: r t.:- : Post.
That kind of success is nothing new for the college. Its alumni
shine in careers ranging from public relations and advertising to
journalism, telecommunication and mass communication. Since
1916, when the university first began teaching journalism courses,
some of the country's most prestigious and promising commu-
nication professionals have studied at UF such as professional
baseball radio voice Red Barber (I -'4,i, advertising executive
Irvin Ashkenazy (1933), Gannett Broadcasting president Alvin
Flanagan (1941), television producer and "This Old House" host
Bob Vila (1969), Public Radio and ABC News correspondent
Deborah Amos (1972), Miami Herald columnist and author Carl
Hiassen (1974), Emmy Award-winning CBS News correspondent
Sharyl Attkisson (1982), and ESPN reporter and studio host Erin
Andrews (2000). In fact, UF's journalism and communications col-
lege is the second largest program in the nation, with more than
Buonocore and Finkel are prime examples of the caliber of
alumni. That both did well in communication-related careers out-
side their majors speaks well for their UF education.
Buonocore's responsibilities at ITT include overseeing brand-
ing. Although most people know the name, many have no idea
what the company does, she says. They're unaware of some of the
company's engineering and manufacturing feats.
"We advance human progress with our products and ser-
vices," Buonocore says.
While those products carry weight in their industries, she
believes ITT's brand can boost recognition.
"We should take the best of both worlds the corporate
brand with all the attributes it has built over time and the prod-
uct brands, which mean a lot to our customers in service and
support," she explains. "Product brands can coexist well with a
Finkel, meanwhile, is spending time in Baghdad's Camp
Rustamiyah one of Iraq's most dangerous, distressing areas -
writing a book about American soldiers serving there.
"I've never come across a story with the potential of this one,"
That includes his 2006 Pulitzer-nabbing series on the U.S. gov-
ernment's attempt to democratize Yemen, and stories filed from
Kosovo, Afghanistan and southern Iraq.
He started the book in spring 2007, spending two months
with the 800-troop infantry battalion. After filling 15 notebooks,
he managed to answer his most pressing question: Is this story
worth the sacrifice and risk?
"It's the most essential story of my lifetime," Finkel insists.
David Finkel in Kosovo
Su 6.\ <.,1 d
Florida Tomorrow is a belief
that effective communication is essential in a global society.
Eyes of the Beholder
It's a question that's plagued editors and designers almost since
Johannes Gutenberg invented the printing press in 1440: How can
ink on paper be crafted to draw an audience and keep it reading
from the first word to the last?
Six centuries later, there still isn't a complete answer. But it's
clearer in part because of UF Journalism and Communications
public relations professor Mary Ann Ferguson and her students.
The Poynter Institute famous for its media studies and pro-
grams for professional journalists commissioned Ferguson
to help figure out how people read and absorb news, both in
print and online. She and eight graduate students spent more
than 2,000 hours over six months extracting detailed data on
more than 500 variables from footage of people in Denver,
Philadelphia, Minneapolis and St. Petersburg reading print and
Among their discoveries is that people read deeper into stories
than anticipated, especially online; that most readers stick with a
story that jumps to another page; that graphics help readers grasp
and retain information; that color ads attract twice as much atten-
tion as black-and-white ones; and that ads surrounded by news
copy can elicit a better response than full page ads.
EyeTrack07, as the project was slugged, is proving vital to the
news industry. Findings have been presented to news operations
and organizations as far away as Denmark and India.
Pegie Stark Adam, EyeTrack07's co-director, says The Poynter
Institute plans to continue studying the data and working with
Ferguson and her group.
"We couldn't have done this without the college," she says.
Besides overseeing the coding part of the study, Ferguson
assisted in designing the research and analyzing the data. One of
her team members, doctoral student David Stanton, is doing his
dissertation around EyeTrack07, focusing on the online side.
"The project gave our graduate students a chance to work on
applied research and real-world experience," Ferguson says.
Other research at the college ranges from a National Institutes
of Health grant to look into the accuracy of media information on
breast cancer to a Department of State grant for the creation of the
United States Institute on Journalism and Media.
Our Vision of Tomorrow
"Good communication," writer Anne Morrow Lindbergh
once noted, "is as stimulating as black coffee and just as hard to
That simple truth is the heart of UF's College of Journalism and
Communications. Effective communication whether through
newsprint, radio, television, Internet, advertising, public relations
or documentary filmmaking is essential to a democratic society
and to the human condition throughout the world.
Here at the College of Journalism and Communications, we
embrace our role indeed, our responsibility to prepare
students for the challenges and opportunities ahead. For nine
decades the school has been committed to training new genera-
tions of communication professionals. Our alumni excel in careers
in every aspect of communication, from public relations and
advertising to journalism and telecommunication. They include
publishers, reporters, writers and producers. They are also cor-
porate and agency executives, professors and communications
practitioners working in the public sector.
As mass communication continues to evolve in the 21st
century, we are acutely aware of the importance of instilling a
strong sense of ethics and social responsibility in our students
that will help define their careers. Our graduates have the tools,
confidence and integrity to explore and mandate strategic com-
munication strategies and tactics to make their organizations
- whether corporations, government agencies or not-for-profit
The college's strength is its faculty and alumni. Faculty members
prepare students for professional and academic careers and create
original knowledge that is transferred through journal articles,
textbooks and creative works. Our faculty members are steadfast
in their quest to maintain high levels of expertise and are commit-
ted to our students and the mission of the college. We believe that
excellent faculty members and the relationships they build with
students, professionals and other academics are what make the
College of Journalism and Communications a world-class program.
We are proud of our history and accomplishments. Since
the University of Florida first began offering journalism
classes in 1916, over 23,000 students have graduated from
our programs. Our alumni are making a difference all over
the world. Our faculty members win the most prestigious
teaching and research awards. Our students have won
national championships in writing, advertising, telecom-
munication, public relations and visual communications.
As we look toward Florida Tomorrow, we recognize that
the College of Journalism and Communications, like the
University of Florida itself, is on the threshold of great-
ness. To reach our potential, we need philanthropists to
invest in the mission of the college its professors,
students and programs.
The university's Florida Tomorrow capital
campaign will generate funding for:
> A multi-media center where students can work, learn
and receive professional training in all
> A converged newsroom where students can work
across print and electronic platforms;
> A Hispanic journalism program for undergraduate
and graduate students;
> A program focused on social responsibility in
journalism, advertising and public relations;
> The college's Documentary Institute;
> Faculty development for new initiatives in journalism
and communications; and,
> Professional masters and doctoral programs.
We invite you to help us achieve our shared vision of
Florida Tomorrow a vision where the University of Florida
is a world-class leader in journalism and communications
education in the global society.
. N O M IA