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CPB, Poynter Expand Digital Training Program

Applications are open for the virtual program, which starts in January

A stylized image to the fight of the earth as seen from space, with electronic communications networks visible, and the logos of Poynter and the Corporation for Public Broadcasting to the lef

Public media managers and staff in the United States will get additional support in developing digital competencies. The Corporation for Public Broadcasting has named the Poynter Institute to develop a second phase of its Digital Transformation Program.

CPB said this round, to launch in January, will be significantly larger than the first.

“The training will educate and coach up to 225 public media entities and hundreds of station leaders and their staff to develop and optimize an audience-first, multi-platform approach to their organizational strategies, operations and culture,” it said in a release.

The virtual training will be funded by a grant of up to $5 million from CPB.

The first program, also run by Poynter, trained 79 public media entities and 458 station personnel.

“As a result of the program, the participating stations generated more than $3.1 million in new digital revenue and acquired more than 10 million new digital audience users/subscribers,” CPB stated.

The new grant will support online training over three years in two tracks, one on fundamentals and a more advanced one for those who have completed the first phase or a similar program.

The advanced track will “focus on core digital areas to strengthen stations’ ability to achieve more digital revenue and audience growth from ‘owned’ digital platforms, such as station websites, YouTube channels, podcasts and email/newsletters, and increase stations’ level of digital maturity.”

Applications for the fundamentals track are open until Sept. 6.

Info: https://www.cpb.org/Digital-Transformation-Program

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