Chances are you have heard the philosophical question; if a tree falls in the forest and no one is around to hear it, does it make a sound? This brain teaser has been around for a while, but let's
think about it for a minute.
One thing remains certain. We don’t know what we don’t know. Channeling the footsteps of its subject, this article will intentionally inform and enlighten you to know that the Atlanta University
Center is presently absent of someone who stood as a constant contributing force to the Atlanta University Center institutions and surrounding community-at-large. The Atlanta University Center
Neighborhood Association would be remiss not to give reverence to and report, posthumously, the loss of Mr. Lorenzo Jelks. Symbolically and yet, prophetically, AUC Digest publisher Lorenzo
Jelks departed from this earthly life, on the tail end of Black History month, in February 2023. Mr. Jelks, known to many as, Lo Jelks lived a purpose-driven life long before the phrase was coined. Jelks, a native of St. Petersburg, Florida discovered and nurtured his affinity for broadcast communications, early on; in high school. While in high school, he had the opportunity to work as a radio announcer for a local weekly radio station. From that point on, Jelks doggedly set out on a lifetime pursuit of what would ultimately become his first love... Broadcast Communications.
At the age of 22, Jelks received a BA degree from Atlanta Clark College. He then went on to serve, as a Communications Specialist in the United States Army Special Forces. At the end of his military career, Jelks ventured to north New Jersey, where he worked as an announcer for an R&B radio station. Fueled by a desire to share his love for broadcast communications with others, Jelks landed a position with WIGO-AM, Rhythm & Blues Radio, as Operations Manager. From that point on, Jelks set out to feed his heartfelt passion for cultivating the interest and careers of other Blacks in the Broadcast profession.
Merely 4 years away from graduation at his alma mater, Jelks, instituted his parent company the Collegiate Broadcasting Group, Inc. What better place to host a program like this, than on a campus of Historically Black Colleges and Universities.The “Campus Spotlight” segment became popular on HBCU campuses across the country, which led to Its content being
syndicated to markets nationwide.
On a meteoric career rise, Jelks was actively recruited by Atlanta’s own WSB-tv, to become the pioneer Black television news reporter of the Southeast. Translation: Lorenzo Jelks became the first Black journalist in Atlanta. Wait, there’s a backstory. But here’s the back story. For one whole year, news
audiences heard his voice and saw his name on the screen, but never once saw his face! In spite of it all, the excellence of the reporting and the voice opened the door of opportunity for other Black male and female reporters in the television and radio industry. All of which, attracted enough resources to gain support of the Atlanta University Center to build a carrier-current radio station, WAUC-AM radio station on the campus of Morehouse College, predecessor to the now popular WCLK-FM radio.
With the growing demands of his own enterprise, countered by offers to become a WSB-tv anchor or even a reporter for NBC news, Jelks resigned from his position in 1976. For over 20 years, Jelk’s National Association of Black College Broadcasters Association held an annual Black College Radio Convention in Atlanta. The event allowed young Black broadcasters opportunities to network with industry professionals In radio, television, newspaper, major record companies and communications representatives. Thereafter, Jelks devoted his time to expanding his Collegiate Broadcasting Group, Inc. Totally committed to providing meaningful opportunities for AUC students to work and learn the
business of broadcasting, he, along with others staffers, took the once upon a time newsletter “The AUC Digest” to another level. The AUC Digest achieved “unimaginable success” and evolved into a newspaper. Like clockwork, every Monday, Jelks delivered the paper to its own newspaper boxes around the AUC neighborhood for 47 years.
In a telephone interview with Jelks’ son Pastor Ken Jelks, we learned, though the weekly Monday morning ritual has been temporarily suspended, planning is in the works to revamp the
long-held tradition, on perhaps, a monthly basis in the near future. Jelks says that this time around, his father’s dream of providing internships and offering stipends for AUC students is definitely on
the table. Jelks added that his father would also want to further embrace representation and communication with the AUC sister schools of Morehouse School of Medicine, the International
Theological Center and Morris Brown College. Mr. Lorenzo Jelks was laid to rest on March 11, 2023.
Respectfully, this notice you are reading may have come late, but it is never too late to pay homage to a man who lived his life to leave a lasting legacy for his loving personal and AUC family.
In closing, my theory on ‘does a tree falling in the forest make a sound when there is nobody around to hear it’, is this: a tree that plants its seeds into the ground makes a loud noise and creates a deeply-rooted vibration that can be heard from miles around. You are welcome to make a donation to the Lo Jelks Broadcast Journalism Endowed Scholarship.
Text to give: LOJELKS to 44-321
Checks can be made payable to Clark Atlanta University or
CAU, Write Lo Jelks Broadcast Journalism Endowed
Scholarship on the check memo line and mail to:
Institutional Advancement
Clark Atlanta University or CAU
223 James P. Brawley Drive SW
Atlanta, GA 30314
Remembering one of our own
Lorenzo Jelks was a resident and property owner in the Parsons/Beckwith and Vine Street sector of the Atlanta University Center Neighborhood.