Bigger challenges lie ahead for public media. Here’s how to prepare.
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For my public media colleagues processing what to do now that Congress has rescinded CPB’s funding for the next two years, here are my thoughts on how you can move forward.
Take some time to grieve and reflect, but not too much. The federal funding issue was an all-hands-on-deck situation. But now there’s an even bigger challenge — how to adapt to the changes in society and media. The world will not stop changing, and we’re already behind.
Recognize that you’re in uncharted territory. It’s disorienting and uncomfortable. But there’s no way around it. Only through it.
Trying to just hold on until the 2026 midterms to see if funding will be restored isn’t a strategy. Assume that the money is never coming back and plan/act accordingly.
Cash flow is the biggest challenge that organizations face when their financial model is disrupted. The longer you wait to make changes, the fewer options you will have in the long run.
If you are fortunate enough to have financial reserves, now is the rainy day when they are needed. Invest wisely with an eye to the future, rather than one in the rearview mirror.
Look for partners with whom you can work to reduce costs and boost effectiveness. Consider merging, acquiring or getting acquired by another local public media organization. To preserve public service, this may be a necessity.
Don’t outsource your strategy and future to NPR or PBS. They have their own strategies and futures to deal with that may not be aligned with your organization’s interests. No one else is going to care as much about your organization as you and your governing board. Like it or not, this is your problem to solve.
Reach out to colleagues for help and support. You’re all in this together. There’s a ton of wisdom at the local level in public media that doesn’t always get an opportunity to shine.
Finally, let’s thank our colleagues at CPB for their leadership. They’ve committed their professional lives to public media, and this is having a profound impact on their lives and livelihoods. The last 20 years have undoubtedly been public media’s best thanks to Pat Harrison and her team.
Steve Bass served as president and CEO of Oregon Public Broadcasting from 2006 to 2024. He began his public media career at WHA in Madison, Wis., and spent a decade at PBS, seven years at GBH in Boston and seven years at Nashville Public Television. He also served on the boards of NPR, PRX and the Station Resource Group, and chaired the boards of Greater Public and America’s Public Television Stations.
