How I Created and Managed the LinkedIn Page for Public Media
September 21, 2025 by
Russell Otway
Introduction: Why LinkedIn Is a Hidden Goldmine for Public Media
Most people think LinkedIn is just a place to job hunt or post corporate updates. And when it comes to monetization, creators often compare it to YouTube or Facebook — platforms where ad views directly translate to payouts. But here’s the secret: LinkedIn doesn’t monetize in dollars per view — it monetizes in influence, sponsorships, and opportunities.
When I created and managed the LinkedIn page for public media station WDNA 88.9FM, I discovered firsthand how LinkedIn could become one of the most powerful tools in our sales and marketing toolkit. We weren’t chasing vanity metrics; we were building relationships with sponsors, promoting events, amplifying pledge drives, and positioning WDNA as a trusted cultural brand.
In this post, I’ll break down how I created and managed the LinkedIn page for public media, the lessons learned, and why a video-first strategy is the game-changer that executives, founders, and leaders in mission-driven organizations need to adopt today. And at the end, I’ll invite you to a free training designed specifically to help public media and nonprofits succeed online.
Why LinkedIn Matters for Public Media
Unlike TikTok or YouTube, LinkedIn doesn’t reward you with direct checks for views. Instead, it rewards you with what matters most in B2B and mission-driven industries:
- Visibility with decision-makers. The majority of LinkedIn’s 1B+ users are professionals, executives, and investors.
- Trust through positioning. When your organization consistently shares valuable, authentic content, it earns authority.
- Opportunities that convert. A single LinkedIn connection can lead to a sponsorship deal, grant conversation, or major donor relationship.
📖 External reference: Does LinkedIn Pay for Having Many Followers? explains that the real value of LinkedIn isn’t follower count — it’s the access to leaders and partnerships that comes from building trust on the platform.
For WDNA, that meant LinkedIn wasn’t just another channel. It was our digital stage to showcase credibility, build authority, and convert attention into financial support.
How I Created the WDNA 88.9FM LinkedIn Page
Creating the LinkedIn page for public media required more than just filling out a profile. It was about positioning WDNA as a professional, cultural institution.
Setting Up for Success
- We branded the page with WDNA’s visual identity — logo, cover image, and tagline tailored for professional audiences.
- The tagline focused on jazz as America’s classical music — giving executives, funders, and cultural leaders a clear reason to care.
Audience Strategy
- Our primary targets weren’t casual listeners; they were advertisers, foundations, cultural organizations, and civic leaders.
- I used LinkedIn Sales Navigator to identify and connect with sponsors, donors, and professionals who valued public media’s role in the community.
- Each new follower was seen as a potential partner, not just a number.
How I Managed LinkedIn for Public Media
The real impact came once the page was active. Management meant balancing promotion with storytelling, sales with authenticity.
Driving Sponsorship & Underwriting
LinkedIn posts became conversation starters with potential sponsors. Sharing highlights of our cultural programs allowed me to approach businesses with proof:
“Here’s how WDNA impacts the community. Would you like your brand to be part of that story?”
Promoting Events
Every concert, festival, or workshop became LinkedIn content. By sharing videos and photos, we showcased the station as more than a broadcaster — as a cultural hub.
These posts often drove event ticket sales and increased attendance from local professionals who first saw the post on LinkedIn.
Supporting Pledge Drives
LinkedIn was a secret weapon during pledge drives. Instead of generic donation requests, we shared authentic videos of on-air personalities, community musicians, and testimonials from listeners.
That transparency built trust — and led to spikes in donations from professionals who wanted to support something bigger than themselves.
Why Video Was the Game-Changer
LinkedIn’s algorithm favors video. But beyond reach, video builds trust in ways text alone never can.
Video Builds Trust
When people saw our announcers speaking passionately about jazz, or musicians performing live, WDNA became real to them. Video created emotional connection.
Video Drives Action
A text post might get likes. A video post led to calls, donations, and partnerships.
- One pledge drive video showing community musicians thanking donors directly resulted in immediate donations.
- Event highlight reels increased sponsor interest because they could see the size and enthusiasm of our audience.
Video Differentiates
On LinkedIn, where most feeds are full of text-heavy posts, videos stop the scroll. That visibility is priceless for public media stations fighting for attention in a crowded nonprofit landscape.
Lessons Learned from Running LinkedIn for Public Media
After managing the WDNA LinkedIn page for years, here are the key takeaways:
Trust Beats Virality
We didn’t need millions of views. We needed the right 500 views — sponsors, donors, and leaders who cared about public media.
Consistency Wins
Our posting rhythm aligned with station activity: concerts, pledge drives, cultural moments. LinkedIn thrives on regularity.
Leverage LinkedIn Tools
Sales Navigator, page analytics, and even LinkedIn Events became essential for growing reach and measuring ROI.
How Organizations Can Apply This Today
If you’re a CEO, director, founder or investor looking to elevate your organization’s presence, here’s the roadmap:
- Think video-first. Video isn’t optional — it’s the trust multiplier.
- Post with purpose. Every post should connect back to your mission, outcomes, or services.
- Convert visibility into action. Use LinkedIn not just for awareness, but to directly support sales, fundraising, and recruiting.
Need help executing your LinkedIn video-first strategy? Contact Bold Copy Agency today.
Exclusive Invitation: Learn How to Write and Engage for Public Media
Want to see how these strategies translate into real growth for your organization?
👉 Join my upcoming webinar: Write to Engage: Copywriting Secrets for Public Media.
In this live training, you’ll discover how to:
- Write copy that attracts sponsors, donors, and decision-makers.
- Pair video-first strategies with thought leadership to stand out.
- Transform LinkedIn and other digital platforms into sustainable revenue engines.
🎟️ Seats are limited. Reserve your spot today and learn how to unlock the full potential of LinkedIn and copywriting for your organization.
Conclusion: LinkedIn as a Revenue Engine for Public Media
When I created and managed the LinkedIn page for public media at WDNA 88.9FM, the goal wasn’t likes or vanity metrics. It was revenue, trust, and long-term sustainability.
And it worked. With consistent video-first posting, strategic outreach via Sales Navigator, and authentic storytelling, LinkedIn became more than a social platform — it became a sales and fundraising engine.
Now it’s your turn.
If you want to build thought leadership, monetize digital brand assets, and grow your impact, Bold Copy Agency can help.
📩 Contact us today to learn how we can turn your organization’s LinkedIn presence into a trusted growth channel.
Sources
- LinkedIn Marketing Solutions – Learn how organizations leverage LinkedIn to grow brand awareness and engage with professional audiences.
- YouTube Official Site – The world’s leading video-first platform, essential for content distribution and audience engagement.
- Facebook Official Site – Social media platform used by nonprofits, media, and businesses to build community and drive awareness.
- The Marketing Heaven – Does LinkedIn Pay for Having Many Followers? – Insights into follower growth and its impact on reach and visibility.
- WDNA 88.9FM Official Website – The community public radio station at the center of this case study.
Russell Otway is the driving force behind Bold Copy Agency, a bespoke content creation service specializing in the music industry. With over a decade of experience in copywriting and a deep passion for music, Russell has carved out a niche for himself as the go-to expert for artists, labels, and music professionals seeking to elevate their brand with compelling narratives.
Having worked with a broad spectrum of clients from up-and-coming musicians to established industry giants, Russell’s expertise lies in crafting narratives that resonate with audiences and amplify an artist’s presence in a crowded market. His work is characterized by a blend of creativity, industry insight, and a keen understanding of digital marketing trends, ensuring that his clients not only stand out but also achieve their marketing objectives.
A firm believer in the power of storytelling to connect and inspire, Russell continuously explores new and innovative ways to bring music stories to life. When he’s not weaving compelling artist biographies or dynamic press releases, he can be found sharing his insights at industry conferences or contributing to leading music and marketing publications. Russell’s mission with Bold Copy Agency is simple: to help music professionals tell their stories in the most impactful way possible, unlocking their full potential and propelling their careers to new heights.
