How stations can strengthen public service amid political threats

Before the emergence of new political threats to public media’s federal and state funding, public radio was adapting to profound changes in its revenue models and audience behavior. Digital monetization efforts remain under-developed and content has become so ubiquitous that local public media operators must find new ways to connect with audiences and serve their communities. Now stations are navigating a complex and rapidly changing political landscape.  

Six weeks into the second Trump presidency, public media stations face difficult choices about how to uphold their values and strengthen their public service. For many operators, it’s a “damned if you do, damned if you don’t” scenario. Do they:

• Follow the money by accepting conditions on government funding or leaning into commercialism? Both choices risk alienating core audiences and undermining public trust. If public media operators follow the money and sacrifice their mission to qualify for tax-based funding, astute listeners and members will ask why they should continue to support public media. Then what?
• Follow the mission by staying true to public service commitments and brand values, regardless of financial uncertainties. Rejecting any restrictions that might be placed on government funding might put financial sustainability at risk but could also strengthen brand loyalty and donor support. “Follow the mission” is a simple strategy with an obvious North Star.

Loyalty is everything

Let’s remember that public radio’s financial success hinges on one word: loyalty. Strong ratings depend on loyal, engaged listeners. Donations flow from members who believe in the station’s values. Corporate sponsorship comes from businesses that value our mission and want to reach our audiences. Foundations support public media’s work because our missions are aligned. Community engagement thrives when audiences trust and support their local stations.

Even the appearance of betraying trust can have immediate consequences. One Paragon client recently reported membership cancellations after PBS closed its DEI office — even though this PBS member station had no role in that decision. Other clients have heard from listeners who are frustrated by perceived shifts in coverage and tone during NPR News programs. Major donors and foundations are probably watching closely to determine how public media will respond before committing future funding.

Brand loyalty is fragile, and the brands of public radio stations are driven by core values that resonate with loyal listeners. The moment a brand betrays trust, especially with its most devoted supporters, the fallout can be swift.

There are benefits to openly maintaining trust and loyalty when shared values are under attack. We’ve heard reports from Paragon clients about members and major donors who are increasing their financial support due to potential challenges to public radio’s funding and adherence to FCC underwriting rules.

New research from Sightly and MAGNA quantifies the impact of aligning brands with real-time cultural trends during media campaigns. The findings are relevant to public radio stations, which operate as continuous, year-round media campaigns with greater flexibility and inventory than traditional media efforts.

The study found that content on topical cultural “hot button” issues framed within a brand’s perspective outperformed general content approaches that avoid cultural flash points. Additionally, search intent doubled when culturally aligned content was employed in advertising campaigns.

Speed also plays a crucial role. More than 75% of consumers expect brands to respond to cultural moments within a week, while 56% expect a response within 48 hours. Delaying beyond a week led to diminishing returns. “Within that first week, we see great impact, but then once you move beyond that, after a couple of weeks, we lost all impact altogether,” said Kara Manatt, EVP of intelligence solutions for MAGNA. “That just really underscores the importance of timing, being nimble, and aligning quickly.”

The lesson for public radio to draw from this: during times of cultural upheaval, embrace your core position and respond quickly.

How to ‘follow the mission’

A station’s ability to follow the mission often depends on its license-holder. Educational licenses held by publicly funded institutions will likely have less flexibility than community licenses.

Here’s a roadmap for public stations that choose to prioritize their mission:

1. Stay focused

Internally, foster open communication and unity among staff. Ensure everyone feels heard and valued. Don’t accept threats as inevitable — stay committed to your mission. Take pride in your work, focus on positive outcomes and don’t let distractions derail your team from serving the audience you have now. Open dialogue and personal attention are needed with all organizational constituents — board of directors, community advisory boards, underwriters and nonprofit partners, etc.

2. Stand firm

Protect your mission, content strategy, and local partnerships from any disruption that strays from the mission. Avoid knee-jerk concessions like watering down your mission statement, removing DEI statements from your website or altering content created for underserved audiences. Simply put, don’t do anything that dilutes your brand or alienates core audiences in pursuit of securing the moving target of government funding. Your response in challenging times defines your station’s identity and commitment to local service.

3. Communicate with clarity

Externally, communicate your mission clearly and in unwavering tones. A key takeaway from the new Researching Unmet Needs study by Station Resource Group, Greater Public and Public Media Content Collective confirms that “There is a trust vacuum and a certain skepticism of authority.” Tell your audience what you stand for and who benefits from your work. This isn’t just idle messaging — it’s a statement of purpose that builds trust and reinforces your station’s role in the community. Consider increasing the frequency of your station’s Community Impact Statements. Don’t hesitate to shine a spotlight on how the community benefits from your public service. Think about airing creative productions or starting live reads that illustrate specific instances of community impact.

4. Prioritize localism

Update your strategic plan by centering it on local needs for the audiences you serve. The political threats to public media in Washington and some state capitals underscore why it’s so important to be deeply rooted in your community. Localism isn’t just a strategy — it’s a mindset that should guide every department and distribution channel. It’s worth noting another key conclusion from the RUN Study: “Public radio is well positioned to deliver unmet needs & specific services.”  

5. Build community

Public media’s strength goes beyond delivering content — it’s about bringing people together. This was the #1 takeaway from RUN study: “There is a powerful craving for community and live connection.” Rethink your station’s public service role compared to 1985, or even 2024. Audiences now have countless content choices but few spaces for connection. Create digital and in-person experiences that strengthen engagement, deepen loyalty and establish public media as a vital community hub.

“Community” is different from “audience,” and “community engagement” is different from “community building.” Know the differences and modernize your relationship and role within local communities. Conduct local research to quantify gaps in community resources and public service and evaluate how station members identify with various communities.

6. Reorganize for the future

Most public media stations are structured for content production and distribution — not for today’s evolving local needs. It’s time to transition to a community-driven approach. If you were building a public radio service from the ground up in 2025, what would it look like? Adapt your structure to meet local needs with a resource-driven, all-hands-on-deck approach to community engagement.

7. Plan for financial uncertainty

Prepare for the possibility of reduced government funding and develop contingency budgets. What will you do if CPB Community Service Grants disappear? How would your programming change without national suppliers who rely on federal support — especially if that funding comes with conditions that violate your mission and devalue your brand? Review your budget, plan for contingencies, and build a sustainable and independent future. Hope for the best while preparing for the worst.

These are challenging times for public media. Missteps could be costly. Now is the moment to deepen community trust, communicate clearly, and adapt strategically.

I believe there is only one reasonable choice for local public stations: Follow the mission. The road ahead is uncertain, but by prioritizing local service with unwavering integrity, public radio can continue to thrive in an evolving landscape.

Mike Henry is CEO of Paragon, a Colorado-based firm that advises public radio stations and groups. He’s a co-founder and brand manager of VuHaus Group, which produces the digital video series NPR Music Live Sessions, and has worked in public radio since 1979.