Between You and Media - Loraine Morrill
Posted by tmadison on Nov. 14, 2025 / Subscribe 0
You’ve built an incredible career in radio and community affairs. What first inspired you to pursue broadcasting, and how has your passion for storytelling evolved over the years?
I’ve always believed in the power of storytelling to connect people and create change. When I first started in radio, what drew me in was the immediacy — the ability to reach people in real time, to inform, inspire, and make them feel seen. Over the years, that passion has deepened. I’ve come to see storytelling not just as entertainment, but as a form of service — a way to lift up voices that might otherwise go unheard and to reflect the true diversity and resilience of our communities.
You wear many hats at iHeartMedia Philadelphia, from directing community affairs to hosting public affairs programming. What part of your work feels most meaningful to you?
What’s most meaningful is using our platforms to make a tangible difference — whether it’s connecting families to scholarships, promoting health and wellness, or shining a light on local organizations doing extraordinary work. When someone tells me they learned about a resource or felt inspired to act because of something they heard on one of our shows, that’s what fuels me.
You’ve spent much of your career amplifying community voices across the region. What makes a community story stand out to you or feel worth spotlighting on air?
Authenticity. I’m drawn to stories rooted in real impact — where people are solving problems, lifting each other up, or creating something beautiful out of struggle. I especially look for stories that show collaboration across communities and generations, because that’s where real transformation happens.
For public relations professionals reaching out to you or iHeartMedia, what’s the most effective way to get your attention? Are there certain elements you always look for in a strong pitch?
The best way is to make it local, human, and relevant. Tell me why it matters now and who it helps. A clear subject line, a concise pitch, and availability of a passionate spokesperson make a big difference. And if you can connect your story to a larger community need or solution — that’s gold.
Conversely, what are some common mistakes PR folks make when pitching radio or community affairs stories that you wish they’d avoid?
A common mistake is sending generic, news releases that have little to do with our local audience. Another is not understanding the format — radio thrives on conversation and emotion. We need people, not just talking points. And finally, don’t forget the follow-up: relationships are built over time, not just one pitch.
You’ve witnessed firsthand how Philadelphia has changed and grown. Is there a particular issue or trend you think deserves more coverage right now?
I think we need to continue focusing on how communities are addressing gun violence, education equity, and economic opportunity. But I also think we should be telling more stories of hope — of people doing the hard work to make Philadelphia better. There’s so much innovation and collaboration happening beneath the surface, and those stories deserve airtime too.
Just for fun: You’re constantly out and about in the community, when you’re off the clock, where do you go or what do you do to recharge and reconnect?
I love spending time with my husband, Gilberto, and our circle of family and friends — usually around good food and music. I also recharge through art and creative projects — filmmaking, photography, anything that lets me explore storytelling in new ways. And sometimes, I just need to walk by the river — that quiet space reminds me why I do what I do.
What is your contact information/preferred mode of contact?
The best way to contact me is through my email, [email protected]
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