Digital producer, PBS Nature
The WNET Group, New York City
Age: 29
In three words: “Hardworking, dedicated, experiment-minded”
What colleagues say: Since 2019, Amanda has helped grow PBS Nature, a legacy broadcast program of over 40 years, on all digital and social platforms. She is the genius behind daily uploads to PBS Nature TikTok, which was one of PBS’ first TikTok accounts. She is responsible for optimizing broadcast content into shareable digital material as well as helping to develop and promote original digital programming.
During Amanda’s tenure, Nature has reached several million people across platforms, many of whom are remarkably younger and of a more diverse makeup than traditional PBS audiences. On YouTube alone, her creation of shorts and community tab posts, and her experimentation with titles and thumbnails, has doubled our subscriber count and more than tripled the hours watched.
What Amanda says
Decision to work in public media: I grew up watching PBS with my family. Nature was one of my favorite programs because it introduced me to diverse animals and parts of the world that I was unfamiliar with.
Key accomplishments: Launching and managing the PBS Nature TikTok account, with the support of my team, is a significant accomplishment of mine. Since its inception in spring 2020, the account has gained close to a million followers and received multiple Webby Award nominations.
Inspired by: My colleagues at PBS Nature and WNET! Working alongside a team of passionate individuals who encourage creativity and innovation has been a blessing. Witnessing the engagement and profound impact our content has on our viewers is incredibly motivating.
Advice for young public media professionals: Given the ever-evolving media landscape, remain open to trying new things and thinking outside the box. Keep your eyes and ears open — you never know when or where you’ll stumble across something inspiring or thought-provoking!
Advice for public media leaders: Be open-minded to new strategies and platforms. As audience engagement evolves across the various platforms, stay informed on viewing habits and emerging trends. Invest in your team’s growth by offering opportunities for training, mentorship and skill development, especially in response to advancing technologies.
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