Building trust, one conversation at a time
Meet the journalist training newsrooms to weather every storm in this moment
Trust in media is increasingly fragile. Newsrooms need all the support they can get to rebuild connections with their communities. A veteran journalist has stepped up to this challenge.
As an Engagement Trainer at America Amplified, María Arce works with public media organizations to foster community-centered journalism. From a career spanning leadership roles at Univision and Global Press, as well as prestigious fellowships at the University of Michigan and the University of Missouri, Arce has dedicated herself to making journalism more responsive and resilient.
Her journey into newsroom mentorship began in Puerto Rico, where she witnessed firsthand how Hurricane María devastated local journalism. That experience shaped her mission: to equip newsrooms with the tools they need to survive crises—whether natural disasters or shifting audience trust. Through engagement journalism and innovative coverage strategies, she is helping reshape the way local media serve their communities.
María Arce is a media leader and mentor with extensive experience covering natural disasters, such as Hurricane María in Puerto Rico. At America Amplified, she advises public media stations on community-centered journalism. Before that, Arce worked as the editorial coach for Global Press, as the multiplatform director of El Vocero in Puerto Rico; deputy digital director of GFR Media; and digital news director at Univision, among others. She was an RJI Innovation Fellow in 2023-2024 at the University of Missouri, where she developed a toolkit on how newsrooms can take advantage of ham radio in the aftermath of a natural disaster. She was also selected as a Knight Wallace Fellow in 2022-2023, and developed guides on how to cover natural disasters for small newsrooms. Arce was also an Ochberg Fellow at the Dart Center at Columbia University. She has won several international journalism prizes, including the Gabriel García Márquez Foundation Award. As of 2025, she’s the only woman in the world who has twice won the King of Spain International Journalism Award. She was born in Argentina.
In this conversation, Arce shares insights into the challenges and opportunities for small newsrooms. We also discuss the importance of planning, as well as why deep listening is key to earning back trust. 👇
What inspired you to focus on advising newsrooms and working with them?
It all started in Puerto Rico. I lived there for seven years and was working at GFR Media when Hurricane María hit. The island was devastated, and I saw small newsrooms shutting down everywhere. Some might see that as an opportunity for bigger outlets to dominate, but I saw it as a loss. Journalism thrives on competition, on having multiple voices holding power to account.
That crisis made me ask, “What can be done?” I knew that climate change would bring more natural disasters to places that are unprepared for them. So, I applied for the Knight-Wallace Fellowship at the University of Michigan and focused my research on how to help small newsrooms cover disasters. I developed three core guidelines—operational, editorial and wellness—to help news leaders to prepare.
That was just the beginning. Later, I worked on a toolkit for using ham radio in disaster coverage—something I wish I had known about when I waited seven days to hear if one of my videographers had survived María. That experience showed me how crucial it is to have alternative communication methods.
When the America Amplified role opened, I knew it was the perfect fit. They were looking for someone to help public media stations better serve Hispanic communities. As an Argentine immigrant who has worked with Hispanic audiences in the U.S. for over a decade, I understand those communities’ needs firsthand. It felt like a dream job, and I had to take it.
What qualities do newsrooms need to sustain themselves and do meaningful work?
The most important thing is planning. Newsrooms often say, “We don’t have time to plan.” But if you don’t plan, you will fail, especially in extreme situations.
Leadership has to prioritize planning, whether for natural disasters, immigration coverage, or LGBTQ+ issues. I’ve seen some newsroom leaders resist because they feel too overwhelmed by the daily news cycle. But if you don’t carve out time to plan, you’ll always be reacting instead of leading.
How do you respond to small newsrooms that say, "We don't have enough people to do engagement work"?
I tell them: “Listen to your audience.” Newsrooms sometimes get stuck producing coverage they assume is important, only to find their audience doesn’t even notice it. Why invest resources in stories no one finds relevant?
At America Amplified, we emphasize putting listening at the center of reporting. Many journalists think they’re listening, but they’re really just hearing. As my grandfather used to say, “You have two ears and one mouth—use them in that proportion.”
When we go into communities and actually listen, we discover what really matters to people. And that changes everything.
What are some of the most creative listening strategies you've seen America Amplified stations use?
I love when stations think outside the box. For example, WFAE held a political listening session in a barber shop and a nail salon—while people were getting their eyebrows waxed! It turned an everyday, intimate space into a forum for meaningful discussion.
Another station, WHSU, created a climate anxiety booth where people could express their concerns about the environment. Others have hosted listening sessions in laundromats. The key is meeting people where they already are.
What engagement work with Latino communities isn't getting enough attention?
Right now, much of the focus is on immigration, especially after the policies enacted during the Trump administration. But within the Hispanic community, every nationality has different needs. In Chicago, for example, many Latinos are Puerto Rican, meaning their concerns differ from those of Venezuelans in Florida or Mexican immigrants in Arizona.
Stations are working hard to provide explainers and address fears, but we need even more localized efforts. One-size-fits-all coverage doesn’t work for Latino communities.
What’s next for America Amplified?
We’re wrapping up our 2024 election initiative, which extended beyond Election Day to analyze voter reactions and unexpected outcomes. But moving forward, I believe 2025 is the year we need to listen more than ever.
I recently attended a listening session held by Arizona Public Media, where a man said, “It took a decade to lose trust in the media. It will take a decade to regain it.” That hit me hard. The work of engagement journalism isn’t just for this year. It’s a long-term commitment.
What's your advice for newsroom leaders who want to start this kind of work?
Try. Just start. The results might take time, but you will see them.
Remember, this isn’t a sprint—it’s a marathon. We lost trust over a decade, and it will take just as long to rebuild it. But engagement journalism works. I’ve seen the difference between stations that embrace it and those just starting. And I can tell you: it’s worth it. 🟢
Cafecito: stories to discuss ☕
Explainer. If you’re following the growth of the Latino Freeze movement and its potential implications in your community, this website lays out the vision and arguments as simply and directly as anywhere. 🍧
Following. One of the new battleground communities to watch amid the immigration crackdown? Latino evangelicals. ⛪
AI impacts. A new UCLA report finds Latino workers, particularly in construction, retail and food services, face heightened automation risks due to limited digital access and skill gaps. 🤖 Targeted workforce training, education and language support to boost Latino economic mobility are among the recommendations.
End of DEI. The Hill reports on PBS’ decision to end its DEI efforts. 🤕
Felicidades. South Florida PBS CEO Dolores Fernandez Alonso was elected board chair of America’s Public Television Stations, according to Current. 📣
El radar: try this 📡
Watch how others are covering immigrant/Hispanic worries beyond the protests. 🎱 Immigration stories are dominating public media’s attention, and there are plenty of thoughtful angles. Blue Ridge Public Radio, WUNC, St. Louis Public Radio, Aspen Public Radio and KOSU are among many coming at this story from unique angles.
Talk about needs of rural Latine neighbors. 🧵 WHYY has a thoughtful report on economic issues facing Latinos in southern Delaware, a primarily rural community.
See how GOP wins are reshaping state Latinx politics. 🤝 KCRA covers the launch of a new California Hispanic legislative caucus created by Republican lawmakers after they were barred from an existing group. As Latino/a political winds shift, one can expect such flashpoints may play out nationwide.
Related: NPR’s piece on Arizona legislator Ruben Gallego, a Democrat who sided with Republicans on matters like the Laken Riley Act. Gallego counters arguments against his moves, saying they’re in line with working-class Latine sentiment.
Find the joy. 🖼️ I appreciated Northwest Public Broadcasting’s story on a new exhibit chronicling the contributions of Hispanics to their Washington State community.
Explore the spike in Latino SMBs. 🏬 Latino-owned small and medium businesses (SMBs) are growing rapidly, with Latinos starting more businesses per capita than any other U.S. racial or ethnic group. New research suggests Latino SMBs have significant growth potential, and could generate $1.2 trillion in revenue.
The next OIGO arrives Feb. 28. I’ll be in the Minneapolis next week as part of a public media advisory group. Drop me a note if you’re in the area and want to say hey.
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