NPR undergoes PR makeover with fresh VP at helm

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.

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.



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