Embattled National Public Radio is looking for a PR firm to burnish its image after a string of reputational mishaps, including the ouster of President Vivian Schiller, and a reinvigorated Republican campaign to strip it of federal funding.
Public radio is looking to reshape opinion about it "in light of an escalating effort by others to define us in ways that are antithetical to what we stand for and who we are," according to an offering sent to prospective PR firms.
The Wall Street Journal obtained a copy of the document that calls for a program to "engage and empower non-NPR employees of influence to be spokespeople and representatives for NPR."
NPR also is eager for PR firm to help bolster sagging morale. Staffers “feel personally affected by recent events” and the media combine feels that some might even feel “beaten up.”
Corporate headhunter Spencer Stuart is searching for Schiller’s replacement.