The first 50 public media stations from across the country have been selected to participate in a second phase of the Digital Transformation Program delivered by the Poynter Institute. The program educates, assists and coaches public media senior leaders and their staff on the best strategies and tactics to transform their organization’s digital operations and culture to meet the needs of local audiences.
Designed in partnership with the Corporation for Public Broadcasting (CPB) and funded by CPB, the new, enhanced program builds upon the strength and success of Poynter’s first Digital Transformation Program, which in 2022-23 trained 79 public media entities and 458 station personnel.
“CPB is committed to advancing innovation,” said Patricia Harrison, CPB president and CEO. “The Digital Transformation Program will provide coaching and resources to help stations accelerate their digital development and share best practices for achieving audience and revenue growth.”
This new phase of training includes two distinct tracks: a nine-month program known as the Fundamentals Track and a six-month program known as the Advanced Track. Each will be offered every year for three years beginning in 2025 with a capacity to train up to 225 public media stations.
This first group of 50 stations will receive Fundamentals training virtually, with stations participating in cohorts consisting of 25 station leaders and staff. The customized Fundamentals Track provides one-on-one and peer group coaching sessions, complemented by educational webinars, practical work exercises, and resource materials for the station leaders and their staff members.
“Poynter is excited to welcome these public media professionals to the program as part of our partnership with CPB,” said Poynter President Neil Brown. “We’re proud to be able to help these stations transform to a more audience-first, digital focus and build deeper connections with their community as well as grow revenues to strengthen their financial foundations.”
Each station team will receive digital transformation training focusing on core strategies, tools and practices while working on a specific digital project aimed at driving audience engagement and revenue growth. In addition, stations will receive intensive data analytics training to enhance their data literacy and improve decision-making capabilities.
The 50 stations selected for the 2025 Fundamentals cohort include 22 public radio stations, 12 public television stations and 16 joint license stations. One group of 25 stations will start in January 2025 and the other in March.
The stations are:
About CPB:
The Corporation for Public Broadcasting, a private, nonprofit corporation created by Congress in 1967, is the steward of the federal government’s investment in public broadcasting. It helps support the operations of more than 1,500 locally managed and operated public television and radio stations nationwide. CPB is also the largest single source of funding for research, technology and program development for public radio, television and related online services. For more information, visit cpb.org, follow us on Twitter @CPBmedia, Facebook and LinkedIn and subscribe for email updates.
About The Poynter Institute:
The Poynter Institute is a global nonprofit working to address society’s most pressing issues by teaching journalists and journalism, covering the media and the complexities facing the industry, convening and community building, improving the capacity and sustainability of news organizations and fostering trust and reliability of information. The Institute is a gold standard in journalistic excellence and dedicated to the preservation and advancement of press freedom in democracies worldwide. Through Poynter, journalists, newsrooms, businesses, big tech corporations and citizens convene to find solutions that promote trust and transparency in news and stoke meaningful public discourse. The world’s top journalists and emerging media leaders rely on the Institute to learn new skills, adopt best practices, better serve audiences, scale operations and improve the quality of the universally shared information ecosystem.
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