NWPB chosen for digital transformation program

Northwest Public Broadcasting, which is licensed to Washington State University, is among 50 public media stations selected to participate in a Digital Transformation Program by the internationally recognized Poynter Institute.

The virtual program is designed to educate, assist, and coach public media senior leaders and their staffs on the best strategies and tactics to transform their organization's digital operations and culture.

"I am very pleased that NWPB was selected for this important program," said station General Manager Cara Williams Fry. "This initiative is a testament to our dedication to serving our audience in new and meaningful ways. As public media continues to evolve, it's essential that we embrace digital tools and strategies that will enable us to remain relevant in a rapidly changing media landscape."

The program includes online coaching and training for Fry and four to six other staff members, to accelerate their digital transformation efforts. Designed in partnership with the Corporation for Public Broadcasting (CPB) and funded by CPB, the new program builds on the strength and success of the first Digital Transformation Program, which in 2022-23 trained 79 public media entities and 458 station personnel.

"CPB is committed to advancing innovation," said Patricia Harrison, CPB president and CEO. "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."

In addition to one-on-one and peer group coaching sessions, the program will include a series of educational webinars, work exercises, and resource materials that span the program curriculum. The new phase of training, known as the Fundamentals Track, will be delivered virtually over nine months to two cohorts of 25 station leaders and their station's personnel each year for three years.

"Poynter is excited to welcome these public media professionals to the program as part of our partnership with CPB," said Poynter President Neil Brown. "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."