Public Media’s Survival Playbook: Embrace Personality, Shared Ownership, and Connection—Before It’s Too Late

In just the past couple of days, I’ve read compelling pieces from Gabe Bullard and Dan Kennedy arguing that public media needs to double down on local news. And while I deeply respect and applaud my peers and friends in media for their insights, I believe that doubling down isn’t enough. Public radio faces a moment of profound disruption, and incremental changes won’t save it.

The reality is this: it’s not about what’s delivering the news—it’s about who’s delivering it, and whether the audience connects with them. Public radio’s future depends on abandoning outdated models of institutional authority, embracing the personality-driven dynamics of today’s media landscape, and empowering the next generation of creators—not just as contributors, but as co-owners and collaborators in a shared vision of success. The days of legacy gatekeepers are over. It’s time to rethink everything.

The Personality Revolution: Public Media’s Missed Opportunity

The success of the creator economy has made one thing clear: audiences are loyal to people, not brands. Trust and connection are now personal. Public radio, clinging to its institutional identity, the NPR sound, has failed to adapt to this fundamental shift. Meanwhile, creators on platforms like Patreon, Substack, and YouTube have built massive followings by being authentic, relatable, and directly engaged with their audiences.

1. Trust Is Personal
2. Connection Over Content
3. Personality-Driven Media Wins

The Old Gatekeeper Model Is Dead

For decades, public radio (and legacy media in general) has operated with a top-down, gatekeeper mentality. A select few decided what content was made, how it was delivered, and who got to create it. That model no longer works. Audiences don’t want content dictated by institutional gatekeepers; they want creators who feel authentic, approachable, and in touch with their lives.

The solution? Share the power. Public media must radically rethink its structure, empowering creators to become part owners and investors in the shared success of the organization.

Making Creators Stakeholders

Public radio’s survival depends on attracting and retaining a new generation of media creators who have the skills, ambition, and relatability to thrive in today’s personality-driven media landscape. To do this, public radio must offer more than a paycheck—it must offer creators a meaningful stake in the organization’s future.

1. Empower Creators as Co-Owners
2. Invest in Their Success
3. Break Down Institutional Barriers
4. Attract Diverse, Entrepreneurial Talent

The New Public Media Model: Personality + Ownership + Connection

To reinvent itself, public radio must move beyond outdated institutional thinking and adopt the best practices of the creator economy. Here’s what this new model looks like:

1. Personality First, Institution Second
2. Shared Success
3. Audience Connection as the Core Mission
4. Digital-First, Platform-Agnostic Content
5. Collaboration and Consolidation

The Urgency: Act Now or Fade Away

Public radio has a window of only a few years to reinvent itself. Without immediate action, it risks following the same path as local newspapers—irrelevance, layoffs, and decline. Here’s the roadmap:

1. Take Stock of Resources
2. Make the Next Generation Co-Owners
3. Invest in People, Not Institutions, And DEFINITELY NOT BUILDINGS!!!
4. Experiment Boldly

The Future of Public Radio Is Personal, Collaborative, and Shared

Public radio’s success will not come from clinging to its legacy or doubling down on old models. It will come from empowering the next generation of creators to lead the way—by giving them ownership, amplifying their voices, and prioritizing the connections they forge with audiences. The days of the legacy gatekeeper are over. The future belongs to those who embrace collaboration, personality, and shared success.

If public radio can make this pivot, it will not only survive—it will thrive as the leading force in community-driven, personality-first media. But the time to act is now. The window is closing. Bold action today will define public radio’s tomorrow.