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Moving from Public Radio to Public Media
In 2007, NPR  adopted a multiyear plan to increase its digital footprint and begin transforming itself from public radio to public media. Achieving that level of change required that NPR staff not only improve their digital skills, but also understand this digital strategy's relevance to their work. NPR initiated the most comprehensive training in its history. Six hundred reporters, producers, and editors were taught to write for the web, create digital products, such as videos and photographs, and use the latest audio production tools. During the course of this major effort, funded by a $1.5 million grant from the John S. and James L. Knight Foundation, NPR and Knight learned important lessons about conducting effective digital media skills training.
In 2010, Knight asked TCC Group to evaluate the training to identify best practices for both NPR and other journalism enterprises. TCC's evaluation focused on measuring direct outcomes, including improvement in digital skills, integration of digital media throughout the organization, and changes in attitudes toward digital storytelling. Associate Director of Evaluation PeiYao Chen observed that "training participants reported significant organizational improvements that were even greater than their individual results." Generally, major shifts in organizational culture and capacity are difficult to achieve and build slowly on the growth of individuals. According to Chen, "this type of transformation requires ongoing resources and a supportive infrastructure to sustain individual progress." NPR's significant change likely reflects its leaders' commitment to organizational growth and advancement. Learn more here.
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