On representation and resilience
José A. Fajardo reflects on career longevity and the evolution of public media
The message José A. Fajardo wrote back to me for this interview — he said it was better to email because his energy levels can vary — is one I’ll not soon forget. ✉️
“You may need to edit some of my grammar or misuse of words, since I used my voice and pupils to type these answers out,” it ended.
Fajardo, one of public media’s tenured Latino leaders, is waging an ongoing battle against amyotrophic lateral sclerosis (ALS), a fatal neurodegenerative disease with no known cure. He will be stepping down from his role as Hawai‘i Public Radio’s president and general manager on July 31.
Friends and colleagues may be following the longtime public media leader’s journey on his website, Team José. 🏆 This OIGO, he offers many reflections on his long career and about public media.
A native of Puerto Rico, Fajardo is a dynamo in public media. He joined HPR in 2016. Under his leadership, HPR completed the buildout of its statewide network of transmitters; realigned the programming schedules on its two distinct streams, news and classical music; and made significant investments in news, digital content and staff resources, including adding new positions and establishing a professional development fund for staff. His other public media roles include president and CEO for WMFE-TV/FM in Florida; and general manager of KNCT-TV/FM, the public broadcasting stations located in Killeen, Texas. Finally, Fajardo served as a director on the NPR Board of Directors twice and also served on the board of the Association of Public Television Stations.
I’m sure this interview is one you will remember too. 👇
You emerged as one of public media’s most prominent Latinos early on, and stayed on top for a long time. What has been the secret to such longevity in the system?
First of all, I started young — getting my first job at a professionally run college radio station as a board operator and on-air host. I was just 19 years old, and was fortunate to have a wonderful mentor who took me under his wing to teach me about the industry. I worked in commercial radio for three years before returning to the public radio/TV station as a TV producer/director. My mentor, who was the station manager for the public radio station, then hired me as the program director at the age of 24.
I picked up a motto, "the harder you work, the luckier you get." And I had been at the right place at the right time to be promoted first to station manager of the public radio station, and then promoted to general manager of the joint licensee stations at the age of 29. I believe that, at the time, I was the youngest general manager of a joint licensee station.
I love broadcasting, and I was like vacuum cleaner sucking up information and knowledge about our industry. I had other mentors along the way that helped me a great deal. Without the mentors who saw a glimmer of my talent early on, I would not be in the position I am now.
When you first started, what did representation mean to you, and did that change as you grew more as a leader?
When I first started to ascend in my roles, I don't think I thought much about representation until I got to Orlando, where there is a large Hispanic population. The Hispanic community started to see me as a local upcoming leader, and that's when I first started to see myself as representing not just my industry, but my ethnic background. I realized that not only was I wanting to be successful in my career as a broadcaster, but to be also successful on behalf of my Hispanic community.
I was awarded the Professional of the Year Award by the Hispanic Chamber of Commerce, which made a significant imprint on me and deepened my desire to represent my community even further. And, when PBS hosted one of their annual conferences in Orlando and I was asked to give welcome remarks, I reminded those in the audience that, while PBS was doing a good job representing the African-American community, I thought they were lacking in representing Hispanics.
How has diversity in public media changed in your view over your career?
When I first started both the audience and those in the public media system were overly white, with very little minority representation. Over the few decades, that has changed in a significant way with a lot more people of color in public media, including those in management. There are also increases in minority listening in some markets. There is still a lot of room for growth in both of these areas.
In Hawai’i, where we are in a minority-majority community, we enjoy a 35 percent listening audience of Asian Americans and Pacific Islanders. My staff, board and Community Advisory Board equally represent the diversity of our community. It’s something I am very proud of.
As you’re stepping back from leadership, what are you most proud of, and what do you wish you’d gotten to do?
There are many things that I'm proud of, but the common denominator is local, local, local content! I have been proud to produce and host local programs, and I have led increases in the local content wherever I have been.
While most of our listeners tune into public media for national content, what makes us truly relevant is our local content and our local connection to our communities. You can look at today's headlines concerning the Congressional hearings on NPR, where they take issue with NPR, but acknowledge the importance of local radio.
If there's one thing I wish I could have gotten done in my career, it would have been taking time to write the next great American novel. But other than that, I've been fortunate to have had a very fruitful career with many wonderful experiences, including serving on the NPR board, and rescuing state funding twice in Florida.
How would today’s José counsel younger you?
I am a typical, very driven type of CEO. In my younger years, I did not have the patience to listen, instead wanting to move things faster and falsely believe I could do things better on my own than with a team. I quickly realized, after some stumbles, that I needed to stop and listen more. Although it was very difficult for me, I learned to work with others instead of as a lone wolf.
Also, I believe strongly in personality tests like Myers-Briggs and DiSC. These assessments really helped me analyze myself, and helped me understand others around me.
What advice would you give early-career Latinos in public media as far as rising into leadership?
Raise your hand whenever asked to serve on a committee or a board. Be vocal during conferences, and learn how to network during these conferences. Find someone in a leadership role, and pick their brains of how they got there. And, if possible, attach yourself to a good mentor you can trust.
Is there a particular quality you would encourage early-career leaders to build, and a quality you’d encourage aspiring leaders to be mindful about?
I would encourage early career leaders to develop empathy, strong listening skills, the ability to adapt, and to take risks and chances when and where necessary.
Aspiring leaders should know the difference between being a manager and being a leader. Qualities to hold in check would include strong egos. Like I had to learn, don't be a lone wolf — be a team player and a team leader.
So many in public media are following your story right now. What words do you have for the colleagues who have been watching your courageous journey from afar?
I have been blessed to be in a career that I desired since I was a young kid growing up in Puerto Rico. Along the way, I have met many wonderful colleagues who have become dear friends.
While ALS is taking away my physical abilities, it is not taking away the love in my heart I have for others; or the curiosity in my brain that keeps me wanting to continue to learn.
While I am prematurely stepping down from a career I love due to this illness, I do so with lots of pride for the things I have accomplished. 🟢
La próxima (y una pregunta) ⌛
The next OIGO arrives June 14. I’m moving us to a monthly visit over the summer, and the next newsletter features something inspiring. 💟
Two long years ago, I talked with Irene Romulo of Cicero Independiente about the nonprofit news startup’s efforts to serve its Chicago-area community. Irene and I met in person this month at an AI presentation I made for Listening Post Collective. If all goes to plan, we will share an update. ⌚ Irene is brilliant, and how the Cicero Independiente team is thinking about its work will spark many ideas.
Join me June 20 for a conversation on AI and DEI. I am presenting with the fabulous Acacia Betancourt of Brevity & Wit. 🔥 Register here to attend.
Y la pregunta… I've been reflecting a lot on generative AI, ethical issues and DEI, especially as I receive more questions on these topics. How can we make this information more accessible to a wide audience in public media? 🔌 Should we write more, teach more, or take other actions? If you have any thoughts, please message me.
Cafecito: stories to discuss ☕
How might you do a newsletter in two languages? Inbox Collective published an interview with a writer who does this. 🌠 The insights might help you think about content calendars, workflow and how to scale your efforts.
Documented is experimenting with providing news for immigrants via NextDoor. Good news (fresh relationships) and bad (dumb comments) have come out of it. 😧 Nieman Lab has the scoop.
Also by the marvelous Hanaa' Tameez: Radio Ambulante is getting into music distribution for its podcasts’ scores. 🪗
The Asian American Journalists Association has posted a preview of their audience research, coming out in June. 📒 Among the interesting things: political parties/campaigns seem to be relied on more by Black and Asian respondents than mainstream and community/ethnic media, whereas such media sources scored higher with Latinos.
Nebraska Public Media was gifted local Spanish-language monthly El Perico. 🪄 NPM hopes to engage with Spanish-speaking communities in Nebraska through the acquisition.
Poynter has a piece on a bilingual survey of Hispanics in the Raleigh-Durham that suggests a lack of trust in English-language media. 🎲 Given the sample size, it’s hard to read a lot into it, but it may inform your organization’s strategy.
Más: the Journalism Institute offers tips to address language barriers and disinformation.
El radar: try this 📡
Cover Latinas in tech locally. With Latinas comprising only two percent of the technology workforce, KQED covers the movement for impressing on managers about the benefits of diverse hiring, and, for families, starting tech education early. 💾 Despite many Latinas having the experience needed to advance, many feel stuck in low-level positions due to biases in the industry.
Probe racial gaps in construction safety. WUNC reported on the high incidence of Latinx workers killed in the construction business. 🚛 Especially if you’re in a place where construction is booming, this is a story to localize.
Ask about the issues that major interest groups are focused on for the election year. 🌡️ WHYY reported on how the Hispanic Commission of Delaware is focused on health care in the region. This story could be told locally as well.
Check on educators’ support for Latinx students. Chalkbeat Colorado wrote about the Denver public school system hiring its first director of Latine student success. 🍎 I’ve highlighted other education coverage, and think it’s always important to audiences (as well as a potential election issue).
See about Latinos and zines. CapRadio covered a zine fest in Sacramento, which aims to increase inclusion for Latino/a artists. 😎 Zines have been making a comeback, and creators of color are in the spotlight, so this might be a story to look into locally.
Finalmente 🦔
A note of thanks to everyone who reached out to me following news of layoffs at KQED. I am still here. Erin Baldassari (with Dan Brekke) wrote two of the best pieces you’ll read in public media about the challenges facing the industry and our organization. 👀 Go read them here and here.
🧊 Hace calor. So you’re invited to buy me an iced coffee to support OIGO. 🧊