Public media stations are at a pivotal crossroads. With the rapid adoption of digital platforms and looming threats to federal funding, stations are under immense pressure to adapt and innovate. But in the race to embrace new technologies, there’s a risk of losing sight of what makes public media truly indispensable: meaningful, community-driven content. Digital delivery methods, while important, are not the endgame. They are merely tools to connect audiences with impactful storytelling.
To thrive, stations must focus on building strong relationships with their audiences, crafting compelling narratives, and making a clear case for community support. Content is the beating heart of public media, and community engagement is the key to ensuring it resonates, regardless of platform.
The platform pitfall
Digital platforms provide exciting opportunities to expand reach and innovation. However, stations that overly focus on the technology — whether it’s podcasts, apps or social media — risk forgetting that it is just a means to an end. The danger lies in chasing an elusive future without anchoring in the present. Public media’s strength is its ability to inform, inspire and connect through trusted storytelling. A strong app or polished social media presence won’t compensate for a lack of meaningful, locally relevant content.
This is especially critical as stations face potential cuts to federal funding. Public media can no longer afford to be passive in outreach. Building loyalty and making a case for financial support is a “contact sport” that requires stations to actively engage with their communities.
Community engagement: The heart of public media
At the core of any station’s success is a strong relationship with its audience. Community engagement is not an optional add-on; it is foundational. Here’s how stations can enhance engagement and build their case for support:
1. Listen actively
Engagement starts with listening. Use surveys, focus groups and in-person events to hear directly from your audience. What issues matter most to them? What role do they want your station to play in their lives?
KUOW’s Community Engagement team exemplifies this approach by regularly hosting listening sessions and events to stay attuned to the needs and concerns of the Seattle community. These sessions ensure that KUOW’s content remains relevant and impactful while fostering trust and connection.
2. Reflect the community in your content
Representation matters. Ensure that the voices and stories you feature reflect the diversity of your audience. When people see themselves in your content, they feel a stronger connection to your station.
For instance, KUOW partnered with Impact Architects to conduct a source diversity analysis. By evaluating the representation of voices in its reporting and comparing it to a prior audit from 2021, KUOW gained critical insights into areas for improvement. These findings directly inform the station’s editorial strategies, ensuring that its content is inclusive and representative of its community.
3. Leverage events for deeper connection
In-person and virtual events offer powerful opportunities to engage audiences and showcase your station’s value. From live broadcasts to town halls and community workshops, events foster direct interaction and relationship-building.
KUOW’s Strategic Impact Framework prioritizes live events as a key strategy for engaging with its audience. These include town halls addressing pressing local issues, panel discussions, and workshops that bring the community together to explore solutions. Such events deepen the station’s connection with its listeners and reinforce its role as an essential resource.
4. Create feedback loops
Engagement is an ongoing process. Act on audience feedback and show how it influences your work. Transparency builds trust, which is essential for sustaining support.
KUOW demonstrates this by openly sharing how listener input shapes programming and strategic decisions. By showing audiences that their voices matter, the station builds deeper trust and stronger relationships.
Building the case for support
Engagement alone isn’t enough — stations must translate these efforts into a compelling case for financial support. Here’s how:
1. Connect content to impact
Demonstrate how your work makes a tangible difference. Use real-world examples to illustrate how your station’s content informs, educates or inspires.
KUOW’s investigative reporting on climate change and local policy has sparked meaningful community conversations. By presenting these stories in multiple formats, KUOW is finding the tangible impact of its journalism, making a strong case for support.
2. Personalize the ask
Tailor your fundraising appeals to specific audience segments. A podcast fan might respond differently than someone who relies on local news.
Using audience data, KUOW crafts personalized campaigns that reflect listeners’ values and interests. This targeted approach has proven effective in building loyalty and increasing support.
3. Frame public media as essential
Position your station as indispensable. Highlight your role in addressing local issues, fostering dialogue and providing trusted information.
KUOW’s Strategic Impact Framework highlights the station’s role as an essential community resource, helping donors understand how their contributions sustain vital local journalism.
4. Engage major stakeholders
Beyond grassroots efforts, cultivate relationships with key community leaders, businesses and organizations. Their support amplifies your station’s reach and credibility.
KUOW works closely with local organizations to co-sponsor initiatives that address community challenges, further embedding the station into the fabric of Seattle’s civic life.
COPE: Create Once, Publish Everywhere
The “Create Once, Publish Everywhere” (COPE) model is vital for maximizing content’s reach and impact. By repurposing stories across multiple platforms, stations can engage diverse audiences while using resources efficiently.
- Radio: Air the story as a feature or series.
- Digital: Publish articles, videos or interactive elements on your website.
- Podcasts: Expand stories into in-depth audio explorations.
- Social Media: Use videos, infographics or polls to engage younger audiences.
- Events: Host live forums to bring content to life.
This approach not only enhances reach but ensures every piece of content delivers maximum value.
One success story from KUOW is The Wild, a podcast that explores the wonders of the natural world. Recognizing its popularity, KUOW transformed it into a weekly broadcast show. This adaptation not only exposed the series to a broader audience but also created new opportunities for cross-promotion and listener engagement. The success of The Wild demonstrates how repurposing high-quality content can amplify its reach and impact.
Public media’s path forward
As public media navigates potential funding cuts and the evolving digital landscape, stations must stay rooted in their mission. By focusing on community engagement and content, they can secure their future as trusted, indispensable resources.
This is not a time to get lost in the noise of platforms and metrics. Instead, it’s a time to double down on meaningful connections and impactful storytelling. Public media’s success will be defined not by how flashy its apps are but by how deeply it resonates with the communities it serves.
Now is the moment to make the case for support, to listen and lead, and to ensure that public media remains a vital part of our shared future. After all, it’s not about the platform — it’s about the people.
Kerry Swanson is Chief Operating Officer of KUOW in Seattle. With a career spanning over 40 years in media, Kerry has held leadership roles at Northwest Public Broadcasting in Pullman, Wash.; WABE in Atlanta; and KNKX (formerly KPLU) in Seattle/Tacoma. He has served two terms on the NPR Board of Directors, was President of the University Station Alliance Board, and held leadership positions with Western States Public Radio. Kerry was also a co-founder of the Integrated Media Association.