Clarissa Beyah and Melanie Cherry lend the Bass Lab expert PR advice

By Ava Brown

Storytelling preserves culture.

That is the guiding principle that Profs. Clarissa Beyah and Melanie Cherry use to help grow the USC Charlotta Bass Journalism & Justice Lab as Faculty Fellows.

Profs. Melanie Cherry (left) and Clarissa Beyah (right) offer the Bass Lab expert PR advice as they grow. They serve as the inaugural Faculty Fellows for our growing research center.

The dynamic public relations professionals were drawn to the Bass Lab's mission of preserving and sharing the stories of both prominent and hidden figures central to Black social justice movements in America. This mission took on even greater significance in the wake of George Floyd's death and the subsequent surge of interest in the Black Lives Matter movement.

Since the Lab’s launch in 2022, Profs. Beyah and Cherry have helped the Bass Lab source public relations students who can help manage the center’s social media presence. They have also been instrumental in providing leadership coaching to the founding director and chief program officer as they strategize the center’s growth.

Prof. Beyah said: “For me personally, the Lab embodies some of the principles of who we are as a people. As long as a story is being told, you remain relevant. It is because stories were told that we have the privilege to have these conversations right now.”

For Prof. Cherry, the Lab creates a chance for increased cultural representation at USC Annenberg and beyond. She said, “[I] remember a time when we didn't have people [in the media], or who cared about our story, or about our point of view — but having this opportunity now with the Lab is so interesting.” This Lab represents the opportunity to address this historical gap and amplify the voices of marginalized Black communities, Cherry added.

The Lab's dedication to exploring different storytelling mediums appealed to the dynamic faculty members too, especially through social media. They appreciate the Lab's ability to not only acknowledge the challenges faced by society but also to present these issues in a compelling and engaging manner. Through these projects, the Lab effectively teaches the importance of leadership, respect, and creating space for diverse perspectives, ultimately paving the way for meaningful dialogue and change.

Prof. Beyah shared: “Something that the Lab does is teaches us how to lead, how to lead each other, lead ourselves, how to respect one another and make space. Leadership isn't easy, it's not a pretty start, it's not a pretty story. Any startup that is launching something that hasn't been done before is not easy… but it is so meaningful.”

Both Prof. Beyah and Cherry said they view their Faculty Fellow roles as advisers, guiding the Lab toward clarity and understanding, embodying the essence of leadership and empathy in the pursuit of social justice. Through their involvement in the Lab and their broader advocacy for inclusive storytelling, they exemplify the change-makers we need to foster a more empathetic society.