Meet Jill Murphy, Editor-in-Chief and Head of Distribution

Our "Meet the Subject Matter Expert" series uncovers our team's superpowers and showcases the unique human talent behind our mission to improve the media landscape for kids and families. See our previous articles on Amanda Lenhart, Girard Kelly, Betsy Bozdech, and Merve Lapus.

With Common Sense for nearly 20 years, Jill Murphy built the editorial department with founding editor-in-chief Liz Perle. She oversees the ratings and reviews for all media channels, including movies, streaming, TV, games, websites, apps, and books. She also oversees the content strategy and development for parenting advice and has been instrumental in evolving our ratings, reviews, and advice to keep up with where parents and caregivers are. Jill also works closely with content partners to further leverage the library of Common Sense Media reviews and advice.

What do you bring from your life experience to your work at Common Sense?

I am definitely a product of the environment I was raised in. I love television! I am the youngest of five, and the oldest was 16 years older than me. I remember watching a lot of TV with my older siblings, like Cheers. Some of the shows—like ER or Knots Landing—were not aimed at my age group!

TV was a constant, growing up. I watched while I did my homework. It was background noise, meditation, and part of my bedtime routine. When my siblings weren't around, it kept me company, plus I could happily watch whatever I wanted.

When I got to college, I gravitated toward communications and began studying digital media and media literacy. I was thrilled to find my love of TV could translate into a career. I moved from being a more passive viewer to deeply investigating TV and other media. Learning about the roots of character development and storylines, putting together the pieces of why I liked something, and evaluating what made great programming for kids all validated my interest in TV as an important medium.

How did you find your way to Common Sense Media?

I was always attracted to nonprofit work and making a positive impact. Soon after I finished college, I saw [Common Sense Media Founder and CEO] Jim Steyer on a local news broadcast talking about the organization. It was exactly what I was looking for. There were only seven people on the team when I joined, and I have stayed with the organization through our considerable growth in people, reach, and impact. I still love this work as much or more than I did when I first started!

What's a top concern you hear from parents and caregivers?

Parents are constantly asking about kids and smartphones and how to manage everything that goes along with social media. Kids in all age ranges are using devices today, so parents and caregivers look to our research and guidance on how to navigate this landscape.

Families want to use movies and digital entertainment as a way to bring the family together, but parents often feel overwhelmed by the sheer volume of digital media. There are so many streaming options that many families just opt out rather than sift through to find something worth watching. Our editors have created Common Sense "Best Of" lists just for this reason. We help parents and caregivers narrow the field to find titles with positive attributes that kids and adults alike will find entertaining.

I'm a huge fan of family movie nights. Shared experiences like these spark conversations and strengthen family connections. My mom used movies as bonding time for our family. She was just as excited to go see new-release movies as we were. She took us to opening nights for big movies like Star Wars and Indiana Jones. She made it into a big event for us, whether at the movie theater or the drive-in. It was so exciting, and those are some of my favorite family memories.

Today my girls are 10 and 14, and TV is definitely a fun family habit for us. We're currently obsessed with family comedies. Abbott Elementary, Modern Family, The Goldbergs, and Blackish are some of our favorites.

How is Common Sense making an impact on families, educators, and industry?

Common Sense Media comes up anytime people are discussing quality content and media, and what to put in front of kids and families. We are doing large-scale work. We have close ties with creators. Our partnerships with researchers and academics help us better understand the real impact that media is having on kids. Through our programs with educators and schools, we're putting knowledge and tools in the hands of kids and families. And our advocacy team promotes the well-being and safety of our kids by pushing for legislation and for industry standards to protect kids as they consume media and spend time on social media.

I see the heart of our work as our communication with families. There is so much anxiety and uncertainty about this space, and it's far too much for any one person to stay ahead of. I'm most proud when I think about our balanced, relatable, and realistic approach to parent advice. We give parents a heads-up on what we think they'll love and where they may want to proceed with more caution. We're not judging what's right for their family, just providing trusted information to help them decide. Today's parents and caregivers are so busy and make so many decisions every day. We're just trying to make it a little easier.

What's something you do in your current role that would surprise people?

I try not to pore over all the media industry news and research too much. If I go down that road daily, it affects my approach to my work. I like being in the shoes of part of our audience. Being a working mom helps me tap into what family challenges might be going on. I'm not looking at the world with a Common Sense expert filter, and this helps me keep a healthy distance. It's incredibly important to me that we take that editorial tone of relatability across everything we do so parents know we're here to help.

What were some of your favorite shows when you were a kid, and why?

Mister Rogers and Sesame Street were two of my favorites. I guess my mom agreed because she never had me go to preschool. (I don't follow that parenting advice.) In Living Color and The Simpsons were my middle school obsessions. And then came 90210 and My So-Called Life, and my insatiable appetite for over-the-top drama and coming-of-age stories was solidified. I'm still waiting to grow out of this phase. ;)