Ruby Jones didn’t set out to create a nonprofit that spans youth storytelling, media literacy, community news and workforce communications training, but that’s exactly what she did.
As a journalist, contributor and editor with years of experience, she saw gaps that traditional media wasn’t filling.
Those observations ultimately led to the creation of Empower Media Exchange, a Colorado-based nonprofit that earned Jones the 2025 Digital Innovation Award for Rising Star in Innovation from Local Media Association.
“Communities were being left out of media conversations at a time when the industry is changing so very much,” Jones said. “I wanted to do something about it.”
From journalist to nonprofit founder
Jones describes herself as a lifelong storyteller.
She discovered journalism at age 8, studied it in college and eventually worked as both a contributor and managing editor. Along the way, she worked in a variety of industries, including a stint as a merchandising manager for rapper Lupe Fiasco.
After nearly a decade in journalism, Jones recognized a growing need for stronger connections between communities, institutions and local media.
That realization led to the launch of Empower Media Exchange.
Today, the organization operates several initiatives, including Front Range Focus, the Community Information Commons, media literacy programs and youth storytelling projects.
Building trust through exchange
The name Empower Media Exchange reflects the organization’s mission.
For Jones, communication is not simply broadcasting information. It is an exchange.
Too often, she said, journalism can become transactional, with reporters entering communities, gathering information and leaving without building lasting relationships.
“Communication and media should be a two-way street,” Jones said.
That philosophy guides the organization’s work with community organizations, nonprofits, educators and residents across Colorado.
Teaching the next generation of storytellers
One of Empower Media Exchange’s most innovative initiatives is its NextGen Media Literacy Lab.
The program helps young people understand how information is created, distributed and evaluated while also teaching them how to tell stories of their own.
Students learn interviewing, writing, video production and editing skills while exploring issues that matter in their communities.
Jones believes media literacy must go beyond identifying misinformation.
It should also empower people to participate in storytelling themselves.
“We have so many technological advances and so many tools, and all of these are right in the hands of young people,” Jones said.
The organization also works with older adults, helping bridge generational divides around technology, information consumption and communication.
Front Range Focus provides a platform for community voices
When Jones launched Empower Media Exchange, she faced an unexpected challenge.
She no longer had a place to publish her own journalism.
The solution became Front Range Focus, a digital publication covering everything from community news and politics to arts, business and STEM topics.
The publication also serves as a home for youth writers, interns and contributors from partner organizations.
One of its signature initiatives is the Community Information Commons, a platform that allows organizations to distribute news and updates free of charge.
Jones said many community groups have important stories to tell but often lack the resources, newsroom relationships or communications expertise to get those stories published.
The Commons helps fill that gap.
Storytelling skills matter beyond journalism
Empower Media Exchange also works with professionals outside traditional journalism.
Its workforce-ready communication training helps participants develop skills in research, writing, multimedia production and strategic communications.
Jones believes storytelling has become an essential skill for everyone, from nonprofit leaders and government officials to entrepreneurs and community advocates.
“Communication is a skill, not an instinct,” she said.
That belief aligns with broader industry trends as organizations increasingly build direct relationships with audiences through newsletters, social media, podcasts and other digital channels.
The future belongs to storytellers
As journalism continues evolving, Jones sees opportunities for more people to participate in the creation and distribution of information.
The barriers to entry have never been lower.
“You don’t have to go to journalism school or J-school in order to tell a story,” Jones said. “You have to just want to tell that story, educate yourself and connect with people who care about that story.”
That vision — community-centered, collaborative and accessible — is one reason judges selected Jones as the recipient of the 2025 Rising Star in Innovation Award.
And if Empower Media Exchange is any indication, she’s only getting started.
***
Would you like to sponsor a future episode of Keep It Local? Our membership is comprised of more than 3,000 local media companies of every size and medium. We have a variety of ways to get you in front of key decision-makers within the industry.
Listen on Spotify: https://open.spotify.com/episode/2iBXVWLuRp7oGoexRoyJwz
Listen on Apple: https://podcasts.apple.com/us/podcast/rising-star-in-innovation-ruby-jones-on-community-storytelling/id1808196993?i=1000771736536
Watch on YouTube: https://www.youtube.com/watch?v=xfE2X13D8iE
If you’ve listened to and enjoyed this podcast, please take a moment to leave us a review. That helps platform algorithms surface the content so that it can benefit other newsrooms.
Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary