Northwest Public Broadcasting (NWPB), affiliated with Washington State University, has been selected as one of 50 public media stations to participate in a groundbreaking Digital Transformation Program by the esteemed Poynter Institute. This initiative aims to equip public media leaders with the necessary tools and strategies to enhance their digital operations and adapt to the evolving media landscape.
Key Takeaways
NWPB is among 50 public media stations chosen for the program.
The initiative focuses on digital transformation in public media.
Participants will receive coaching, training, and resources over nine months.
The program is funded by the Corporation for Public Broadcasting (CPB).
The Digital Transformation Program is designed to provide comprehensive online coaching and training for NWPB's General Manager, Cara Williams Fry, along with four to six other staff members. This training is crucial as public media organizations strive to remain relevant in a rapidly changing environment.
Fry expressed her enthusiasm about the selection, stating, "I am very pleased that NWPB was selected for this important program. This initiative is a testament to our dedication to serving our audience in new and meaningful ways."
Program Structure
The program will include:
One-on-One Coaching: Personalized sessions to address specific challenges and opportunities.
Peer Group Coaching: Collaborative learning with other participating stations.
Educational Webinars: A series of online seminars covering various aspects of digital transformation.
Work Exercises: Practical activities designed to apply learned concepts.
Resource Materials: Comprehensive materials to support ongoing learning.
The new phase of training, known as the Fundamentals Track, will be delivered virtually over nine months. Each year, two cohorts of 25 station leaders and their personnel will participate for three consecutive years.
Commitment to Innovation
Patricia Harrison, President and CEO of CPB, emphasized the importance of this initiative, stating, "CPB is committed to advancing innovation. 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."
The Poynter Institute, known for its commitment to journalism education, is excited to partner with CPB in this endeavor. Poynter President Neil Brown remarked, "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."
Conclusion
NWPB's selection for the Digital Transformation Program marks a significant step towards enhancing its digital capabilities and ensuring its relevance in the public media sector. As the media landscape continues to evolve, initiatives like this are essential for public broadcasting stations to thrive and effectively serve their audiences in the digital age.
Sources
NWPB chosen for digital transformation program | WSU Insider | Washington State University, WSU Insider.