Oregon Public Broadcasting
Charting the course for OPB’s next century
The Challenge
After celebrating 100 years as a pillar of trusted journalism, Oregon Public Broadcasting (OPB) found itself with a critical challenge: how to modernize its identity for the next century while maintaining its trusted relationship with audiences.
Several key factors made this particularly challenging: General perceptions of media had significantly shifted in recent years, residents were increasingly exhausted by the constant news cycle, and yet research showed a deep love and appreciation for OPB across the region.
With traditional audience numbers declining, OPB needed a clear, compelling way to communicate its organizational mission that connected with audiences old and new.
Enter WPR to help redefine and articulate OPB’s core identity framework that would position the organization for its next era.
The Goal and Strategy
We started by implementing a comprehensive research approach in partnership with DHM Research that included internal stakeholder sessions, diverse focus groups across the state, and extensive surveys of staff, board members and existing OPB members. Participants shared that they consistently valued news that was fact-based, trustworthy, educational and independent.
From this feedback, two vital themes emerged: diversity and accessibility. Staff diversity was identified as an imperative, with audiences needing to see themselves reflected in OPB staff and storytelling.
OPB’s commitment to universal access, with a non-paywalled model, was recognized as a significant strength in making trusted journalism accessible to all.
Building on these insights, we developed a comprehensive identity package, including a new vision, mission, core values, voice/tone guidelines and an OPB Promise – replacing brand elements that had remained largely unchanged since 2006.
OPB's core values:
The Results
The new mission statement – “Connecting people across Oregon and the Pacific Northwest through the power of a shared story” – and accompanying brand identity elements were enthusiastically received across the organization and beyond.
Key, long-term stakeholders including funders and editorial partners were consulted and gave kudos to the new direction. OPB’s president and CEO received unsolicited notes of congratulations from both staff and members. The organizational values have been adopted through physical signage and during onboarding with new employees.
To further aid implementation, WPR conducted a visual audit to align OPB’s photography with the new brand, and created a comprehensive identity guide for staff. These elements are now prominently featured on OPB’s website and on its social media channels as well.
OPB engaged Weinstein PR to help us update our statement of mission, vision and values. They applied a strategic lens to the work and were responsive, proactive when needed, and did excellent work coordinating with our staff and external partners. WPR undertook the hard work to really understand OPB and our industry, which was critical to getting the results we sought.”
Steve Bass, OPB