A Moment That Calls for Leadership

Federal funding for NPR, PBS, and public media stations is once again at risk. As early as April 28, the current administration may propose a rescission plan that would reverse funds already approved by Congress. If that happens, lawmakers will have just 45 days to respond.

This could disproportionately impact smaller, rural, and underserved stations — but it’s also a chance to reinforce the essential role public media plays and help the public understand what’s truly at stake.

In times like these, being transparent and connected with your audience matters more than ever. Having supported public media stations for nearly 50 years, we’ve seen firsthand how strategic communication can strengthen trust, increase engagement, and mobilize support — even in uncertain times.

Three Things Stations Can Do Right Now

1. Share What’s Happening — With Context

Many supporters may not realize how modest public media funding is — or how far it goes. Start now by helping your audience understand:

According to the Corporation for Public Broadcasting, the federal investment is about $1.60 per person per year, supporting universal access to educational content, journalism, and emergency communications. Funding is not guaranteed, and decisions are being made quickly.

This context not only informs — it builds trust and reinforces the importance of continued support.

2. Reaffirm Your Local Impact

This is a time to speak directly to your community. What would be lost if your station weren’t there?

Whether you’re broadcasting emergency alerts, offering educational resources to families, or producing unique local journalism, your station plays an irreplaceable role.

Tip: Personal stories, testimonials, and local data go a long way. Frame your message around what your station means to your community — and be as specific as possible.

3. Engage Supporters Thoughtfully

Importantly, you don’t need an official vote to begin outreach. Your proactive engagement now can shape how your community responds.

Using your existing donor and member lists, consider:

• An informative email explaining the issue and what’s at stake
• A short text message linking to a page with more context
• Social media posts with shareable facts and simple messages

You can also direct supporters to national efforts like Protect My Public Media if advocacy is part of your strategy. The key is helping your audience feel informed and empowered, not alarmed.

Stay Centered on Your Mission

While these moments are challenging, they allow you to connect more deeply with your audience and remind them why your station exists. Your message’s transparency, local relevance, and consistency will serve you well.

If you need a second set of eyes on your messaging or would like to discuss community engagement ideas, we’re here to help. Through moments like this, we’ve supported public media and know what kind of outreach drives understanding and action.