By Aria Brent
AFRO Staff Writer
abrent@afro.com
Rodericka Applewhaite was selected to serve as the new director of Black media at the White House. She’s committed to ensuring equity for Black journalists. Although she’s only been in the position for about three months, the young director has championed inclusive efforts, creating new ways for the Black press to connect with the White House.
“I think the future of the Black press is a self-fulfilling prophecy. Between the things that we’re doing and the policy things that are happening here, and then you bring in press that is specifically talking to audiences that are looking for that information,” Applewhaite explained. “As audiences continue to consume that, it allows me to go back and say, ‘I need more time with x, x and x, because look at the interest we’re getting.’”
“It’s allowing me to expand our reach, which is ultimately increasing the amount of black Americans that are becoming aware of the work that we’re doing,” she continued.
She brings to the table a wealth of information with experience in political strategy, policy research and data.
“I’ve tried to bring the press and communication strategies that have served me well over my career into this. I also want to be as accessible as people,” said Applewhaite. “Those are the two things I hope I’ve brought to the role. I’m making sure we’re doing enough to highlight the work that’s happening here.”
Applewhaite is a native of Carrollton, Ga., and a graduate of George Washington University where she majored in political science. Noting that she was always interested in politics, the young scholar grew up participating in debate teams and with dreams of attending law school. It wasn’t until she arrived in the nation’s capital that she realized there were so many career choices she could pursue with a political science degree.
“At the time, I had aspirations for law school because I thought that’s where you went if you had my interest and growing up in a small town in Georgia didn’t know what other outlet there was,” Applewhaite recalled. “I wasn’t really aware that campaigns and politics was a career choice. Going to college in D.C really opened my eyes to that. It was a really fulfilling and enriching experience.”
Following graduation she began working in political research, which led her to a series of jobs on campaign teams for statewide races in both Georgia and New Jersey. As Applewhaite’s experience with political campaigning continued she eventually began to work on presidential campaigns which ultimately led her to the start of communications career.
“I ended up getting scooped up by Pete Buttigieg for presidential campaigns, and from there that was my first foray into communications,” Applewhaite shared. “I was in charge of all of Pete’s mayoral research, and it ended up being too difficult for me to explain it to our communications team, and then have them explain it to reporters. I ended up doing it.”
After working with Buttigieg, she served as the senior communications advisor for the Michigan Democratic Party and joined the campaign team that supported the 2022 re-election of Gov. Gretchen Whitmer. The seasoned communications expert returned to D.C following the successful campaign in Michigan and she was working at a communications firm until the White House called offering her the opportunity of a lifetime.
Prior to Applewhaite taking on the position it was most recently held by Erica Loewe and Kevin Lewis was the first director of Black media when the role was established under the Obama administration. Although the role isn’t especially old it’s played a significant role within the Black press and it is now Applewhaite’s to carry forward. While in this position, she is focused on the relationship between the Black press and the White House, however there are several other things she plans to implement as well.
In spite of her unorthodox introduction to the Black press, Applewhaite shared some very notable Black journalists that have inspired her, including April Ryan and Simone Sanders. As she begins to create her own legacy that is bound to inspire the next generation of media and communications professionals, she is also working to assure the future of the Black press is well secured.
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