KQED 2026–28 Strategic Plan

KQED’s vision is to create a powerful shared sense of place and belonging for the Bay Area. By expanding our reach and deepening our community impact, we can strengthen the civic and cultural life of this region. Our approach positions us as the region’s essential connector, linking residents to trusted journalism, resonant storytelling, and shared experiences that foster understanding and a sense of belonging.

We will help Bay Area residents engage with one another, strengthen civic life, and cultivate empathy across our region by providing reliable information, elevating diverse stories, and creating platforms, hubs and opportunities for shared experiences.

We live in a moment of rapid technological change, economic uncertainty, political polarization, and massive shifts in how people access information. Our communities are increasingly divided, and many people feel disconnected from one another and from reliable information. Trust in media institutions is at historic lows, leaving people unsure where to turn for news they can rely on.

This growing polarization and disconnection threaten the shared understanding and sense of common purpose that make a community thrive. Our plan responds to these realities by transforming KQED from a respected public media organization into the Bay Area’s most essential connector.

KQED is more than a media outlet; it’s a civic institution and a public service, free and accessible to all. No other local organization fulfills the combined needs for trustworthy news, empathetic storytelling, and participatory community experiences quite like KQED does. Serving 2.3 million people each week and supported by over seven decades of community trust and the largest membership base in public media, we have the resources to continue our mission, despite challenges to federal funding, economic turbulence and other uncertainties.

We have both an opportunity and a responsibility to lead locally, regionally, and nationally while remaining uniquely positioned to innovate and inspire. As home to one of the largest local newsrooms on the west coast, a state-of-the-art media facility, an education service that provides students and educators with media literacy tools for classrooms, and powerful broadcast and digital platforms, we are able to reach diverse communities effectively and efficiently.

Our roadmap focuses on strengthening KQED’s core radio and television broadcast offerings, investing in digital platforms, events and experiences, and aligning every initiative with audience needs and revenue sustainability. Emphasizing audience engagement, habit-building, and mission-driven revenue, we are positioning KQED to remain an essential part of daily life for its community while preparing for the future.

At the heart of the work is an community-first philosophy. Every decision is tied to increasing reach or loyalty, with the goal of deepening each segment’s sense of identity with the Bay Area. By delivering content and experiences that resonate with communities, KQED seeks to foster meaningful engagement and make itself an indispensable part of daily life across the platforms we control.

Revenue alignment is a key feature of the plan. Each initiative supports our mission while sustaining operations, enabling innovation, and providing resilience in the face of financial challenges. This ensures that the organization can continue delivering high-quality public service media while adapting to a rapidly evolving media landscape.

KQED is 100% community-fueled, independent media serving the Bay Area. Together, we can build a strong, resilient public media institution for today and the future. Explore ways to support this plan through membership, major giving, legacy giving, and volunteering opportunities.