After a recent lively one-on-one conversation with Greater Public CEO Joyce MacDonald, Vice President and General Manager of Jacobs Media, Paul Jacobs, answered some additional questions from station colleagues across the system about corporate support efforts in the wake of challenges from the past year.
Q: What are some best practices for operating public media outlets?
Jacobs: While I don’t have best practices to offer specifically, I can tell you that what used to be a much simpler task has grown significantly more complex in the past decade. The onset of digital, the aging of the core audience, the diversity of America, and new competitors all make operating a public radio significantly more challenging. Given this, I offer these suggestions:
- Embrace younger, diverse staff members. All media outlets, including public radio, tend to rely on old experienced hands (like me). But we know Millennials and even Gen Z have much different experiences and outlooks. To position your station for the future, get them into the conversation.
- Research the audience. One of the greatest things about digital platforms is that conducting ongoing audience surveys and Zoom focus groups is a lot easier. I find too many public radio stations don’t take the time to get real input from their audience and miss opportunities to serve.