WASHINGTON, DC: National Public Radio is undergoing a radical re-evaluation of its PR philosophy under newly promoted VP of communications Cheryle Robinson.
WASHINGTON, DC: National Public Radio is undergoing a radical
re-evaluation of its PR philosophy under newly promoted VP of
communications Cheryle Robinson.
Armed with an increased budget and charged with the mission of changing
the company’s stodgy image, Robinson is now overseeing three divisions -
program promotion, corporate communications and corporate identity.
This marks a distinct change in attitude for NPR, which has rarely made
much noise on the PR front. NPR president Kevin Klose is said to be
closely involved with the radio giant’s image efforts.
Working to increase awareness of NPR’s programs and hosts will be a key
part of Robinson’s mission. ’I want to be more proactive,’ she said. ’In
the past, we have been very low-key.’ She has also been charged with
strengthening ties among the network’s member stations.
Robinson joined the non-profit organization in 1996, serving as director
of corporate identity and information and, recently, as acting director
of corporate communications.
The first PR campaign spearheaded by Robinson will be a 20th anniversary
celebration for ’Morning Edition with Bob Edwards.’ Ketchum PR was hired
in May to assist.