Julie Grimes has been appointed as the new executive director of Texas Tech Public Media and will assume her duties on February 1. Grimes previously served as general manager of Panhandle PBS in Amarillo and brings a broad background in media to her new position.
In an interview, Grimes discussed her career path and connection to West Texas. “I earned an English degree from Texas Tech before going to culinary school and working for Southern Living magazine’s food department. I spent a good bit of my early career in Birmingham, Alabama, but I’ve always had a connection to Amarillo. Both of my parents were born and raised in West Texas. I am so grateful for this opportunity to return to Lubbock. It is an exciting time to be a Red Raider, and I am looking forward to getting involved in the community and doing good work,” she said.
Grimes outlined immediate goals for the organization: “What we want to do immediately is ensure our team is well-integrated with the footprint of Texas Tech Public Media, which spans from Lubbock to San Angelo and El Paso. Second, we want to work as efficiently and effectively as possible as far as coverage of that broad area. Then, as far as our educational opportunities, our community engagement and our public safety messaging, we want to do everything in our power to reach as many Texas residents as possible.”
She also emphasized understanding existing operations: “Texas Tech Public Media has a long and outstanding history of content creation and production. I want to get my arms around that, get to know the staff and hear the priorities from the people who have been there working throughout the years. From there, we will set goals and move forward in a way to promote growth and better integration into the communities we serve.”
As a graduate of Texas Tech University herself, Grimes highlighted why public media service is important: “I am a Texas Tech grad, so I am excited, and after living a good bit of my adult life outside Texas, I was thrilled to return here three and a half years ago. To me, public media service is really important, especially in rural markets like Texas Tech Public Media services. It’s important nationwide, but it’s critical in rural markets, and the chance to serve those residents is of utmost importance.”
Looking ahead at growth opportunities for the organization’s presence across West Texas communities such as Lubbock and El Paso she said: “I think we can build a strong local network in the Lubbock community and expand on our network in El Paso. I think those are some of the most exciting opportunities available to us. The things people know and love about PBS, like its national content and the important programming from NPR, will continue to be of the same caliber as always. It’s important to me that Texas Tech Public Media be the one to define what we are to our service area.”
Discussing her motivation for working in public media Grimes stated: “I am something of a media nerd. I didn’t wind up in magazines by accident. I have always been an avid reader, and I am a lifelong learner. My career in the media has followed a progression, and the public service element of it appeals to me – the community outreach, the community building and collaborating with partners.”
She described delivering reliable information locally across different socioeconomic backgrounds as essential: “We are living in a day where it is more important than ever to be able to deliver reliable factual & local information… regardless whether they have broadband or if they can afford cable… What we do has impact on people & is really meaningful work.”
On how her experience prepared her for this role she said: “Over time I’ve learned that what I’m at heart is storyteller… that’s business what we do whether it’s educating or building community… The common thread throughout my career is it’s been all about storytelling & shared experiences.”
Addressing fundraising challenges facing public stations Grimes noted their dependence on diverse funding sources beyond federal support: “I think we have define ourselves… make sure public has full awareness & understanding there’s no public media station ever 100% dependent on federal funds… What means we’re full-time fundraisers now & key success fundraising relationships…”
When asked about communicating with audiences unfamiliar with local stations she responded: “The first thing I’d ask if they’d watched or been event produced by TTU PM… Each [PBS affiliate] unique… real heart each individual station’s mission local service…”
Finally she stressed nonpartisanship centrality mission focus reflecting regional values not political debates: “One thing that’s important conversation PBS general but certainly TTU PM not political… Our mission Lubbock San Angelo El Paso surrounding viewing areas stories reflect values community…”
