In a message to its membership, the Public
Radio News Directors – better known as PRNDI aka “PRIN-dee” – announced that it
is considering changing its name to the Association
of Public Media Journalists.
Perhaps the acronym APMJ is just around the corner.
The name change may
also signify a change in the focus the organization. Time will tell if it is
just a new name or a strategic expansion of the scope of its mission and
membership.
Not long ago media
job titles were predictable. Public
radio stations had General Managers, Program Directors, News Directors, etc. In
the new multi-platform, multiple device communications landscape, just plain
“radio” seems too limiting. Many
stations and organizations have simply deleted “radio” and replaced it with
“media” without changing the purpose of the entity. Sometimes this works and
sometimes it doesn’t.
Maria Muldaur |
When Vivian
Schiller was CEO of NPR, she tried to take “radio” out of the company name. It hasn’t caught on. NPR is still “National
Public Radio” to most folks. The
Development Exchange became “Greater Public” to expand its membership and
mission to include public television and other noncom media. Results have been
mixed. The term “radio” may be retro but it still has power because it is
direct, specific and describes audio communication.
What the
organization does, and the value it brings to its members, is more important than
a new name. As Maria Muldaur sings: It ain’t the meat, its the motion.
WHO ARE PUBLIC
MEDIA JOURNALISTS?
The essential
question for PRNDI is whether changing their name to the Association of Public
Media Journalists means it will try to become a larger organization that
embraces folks working in other noncom media. PRNDI president George Bodarky
puts it this way:
George Bodarky |
To
the outside world, the name [PRNDI] indicates we’re simply a “club” of public
radio news directors. But, as those of us on the inside know, PRNDI is an
organization that represents all
journalists in public radio newsrooms.
So, is the organization’s scope only folks in public
radio newsrooms? Apparently not. Bodarky
says the goal is to make PRNDI/APMJ the
premiere trade organization for public media journalists. The goal,
according to Bodarky’s message to current PRNDI members is to attract television and digital media journalists to the annual
conference and perhaps encourage them to join the organization.
Here is the problem: The new members can’t be voting
members. Bodarky explains:
We would still operate under the “one
station, one vote” policy. That said, we believe the membership may want to
consider revising the rules in the future. [The] name change could better
reflect the make-up of the board since last year the membership voted to allow
public radio newsroom staffers who are not "news directors" to serve
in the at-large positions.
Bodarky
is referring to PRNDI’s current system where stations, not individuals, determine policy. In PRNDI’s governance system, each member station
– regardless of market size or staff size – gets one vote. So, South Dakota Public Radio has the same
voting impact as WBUR.
PRNDI
will consider the name change at a business meeting in June 2016 at the annual
conference in St. Louis. In the
meantime, Bodarky is asking for feedback.
His email is gbodarky@wfuv.org.
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