Every public media station is changing how they approach on-air fundraising in this moment. The drive structure, duration, and tone that worked so well a few months ago are being reassessed. What remains constant is the message of public media’s critical service, whose value is perhaps more important than ever.
A recent project in the newsroom at KPCC in Southern California captured that value in a way that could serve other stations, particularly during this time of change for on-air drives.
In 2019, KPCC newsroom leadership asked all reporters and producers to write mission statements for their work.