Journalist Cory James speaks to SkillsUSA students in 2024 at NLSC. Photo: Lloyd Wolf for SkillsUSA.
SkillsUSA graduate Cory James’ story is a testament to the power of perseverance, self-belief and trusting the journey — no matter how unpredictable it seems. SkillsUSA students on the brink of their own futures can learn from his path that success isn’t just about winning a competition or landing the perfect job. It’s about learning from each setback or pivot and never giving up on dreams even if they take time to accomplish.
The 2024 SkillsUSA National Leadership & Skills Conference (NLSC) Opening Session in Atlanta was buzzing with excitement as students from all over the country gathered to showcase their talents. Standing in front of the crowd of hopefuls and future leaders was one speaker whose story stood out — journalist Cory James. On stage at State Farm Arena with his eyes scanning the packed arena, James could see himself in every one of the students seated in front of him. He was once in their shoes, a high schooler with ambition and dreams of making it big. But what set his journey apart was the way he learned to trust the process even when everything seemed to fall apart.
A Dreamer with a Goal
James became interested in television news when he was in elementary school. He had a classmate whose parents worked at WSB-TV and they came to speak to his school, along with other anchors and on-air personalities. “That’s when the bug bit,” he says. In middle school, he started taking broadcast and journalism courses and that’s when he became certain that was the field he wanted to enter. “In fact, I honestly don’t think there was a day, especially after the 7th grade, when I didn’t think about doing what I’m doing now. It was an unusual dream that I talked about every day to family and friends.”
James’ SkillsUSA story began at Salem High School in Conyers, Ga. where he competed in Broadcast News Production at the SkillsUSA state competition, where the best and brightest future leaders in technical fields had gathered to demonstrate their skills. “SkillsUSA gave me an opportunity to live my dream sooner than I imagined in many ways — and the organization helped strengthen skills that are needed for this industry.”
“I was just like you guys,” James told the crowd. “Fifteen years ago, I was sitting right where you are. I wanted to win so badly. I wanted to be at the top of that podium.” James didn’t win first place at the SkillsUSA Georgia State Leadership & Skills Conference. His team placed second at state his junior year and first at state his senior year, which allowed the team to compete at the 2009 NLSC in Kansas City, Mo. Though his team came in fourth at nationals (just two points shy of medaling) that moment was a turning point. “I wanted to be the best,” he admitted. “But sometimes the outcome isn’t what you want or expect. That doesn’t mean you’re not meant for greatness. It just means things may take a little time.”
From Humble Beginnings to Major Markets
After graduating from the University of Georgia with a Bachelor of Arts in digital and broadcast journalism, James packed up his car and drove to California to start his career as a multimedia journalist in Santa Barbara. The job was demanding — he was expected to do the work of four people for the pay of one. But James wasn’t complaining. He leaned into the role and learning lots. The experience taught him what he wanted (and what he didn’t want) in his career.
Before long, James realized this job wasn’t a good fit. And then, he got a call about a new opportunity in Fresno, Calif. Someone else got the job he wanted, but a reporter position was open. Without hesitation, James took it.
“I was way underqualified,” James says now with a chuckle. “But I was ready to prove myself.” The job was tough. He was surrounded by colleagues with decades of experience, and he made mistakes. One day, after a difficult critique, he sat down with his boss and was ready to give it up. “If this isn’t working out, I can go,” James said. But his boss refused to let him quit. “We know you’re not there yet,” his boss said. “But we believe in you. Stay the course.”
And James did stay the course and kept pushing. Eventually the hard work paid off. After months of building trust with his team, James was sent on an assignment to Disneyland. He thought it would be an easy and fun day on the job — until he found himself screaming on a rollercoaster live on air while trying to report about the new Guardians of the Galaxy ride. “I was terrified,” James laughed. “The video of me screaming went viral and honestly it was one of the best things that could have happened to me.” Instead of losing credibility, James showed something even better: authenticity. People loved seeing him as a real person with fears and not just as a polished reporter. Soon after, he was promoted to weekend evening anchor. His journey didn’t stop there and he continued to work hard, take on new challenges and learned from each mistake.
The Setback That Became a Setup for Success
The next big challenge came when James was passed over for the coveted morning news anchor position. Once again, self-doubt crept in. Was he good enough? Was he in the right career? But as fate would have it, once again a rejection wasn’t a setback — it was a redirection. Soon James received an offer from New York City, the number one news market in the country, for a position as an anchor and reporter. It was the validation he needed and it proved to him the lesson he needed: give yourself time to grow.
“No matter how many times you feel rejected or think that you’re not good enough, just know this is part of your journey,” James said. “Sometimes the path you think you’re supposed to be on is not the path you need to be on. You just have to keep going.”
A Full Circle Moment
Fast forward to today and James is an award-winning journalist in Washington, D.C. who has made a real impact with his journalism work. From the struggles of his early days in Santa Barbara to the viral mishap on the ride at Disneyland to covering breaking news in major cities, James has earned multiple awards for his work, including recognition for his role in helping to solve a brutal kidnapping case.
“SkillsUSA gave me a foundation, a platform and a belief in myself that I never had before,” James said, as he wrapped up his speech to students and teachers at the 2024 NLSC Opening Session. “What I’ve learned over the years is that winning is not everything. What matters most is when preparation meets opportunity — and you’re all doing that preparation right here and right now.”
As he stood before the eager crowd, James words resonated with the students. “So, when you step out there this week to compete at SkillsUSA, remember that it’s not about perfection, it’s about persistence. Trust the process.”
With his final words, James counted down: “One, two, three… TRUST THE PROCESS!” And the students — feeling excited, inspired and more determined than ever — shouted back, united in a belief that a unique future is theirs to shape.
