Yoni Greenbaum
@yonigre.bsky.social
Media exec & VP, Product Strategy @ American Press Institute
Building tools for trust & sustainable journalism
Sharing lessons at Backstory & Strategy - yonigre.substack.com
Building tools for trust & sustainable journalism
Sharing lessons at Backstory & Strategy - yonigre.substack.com
Heading to Chicago for meetings with news leaders ahead of #NPASUMMIT 2025.
If you're arriving early for the summit, let's connect for a coffee. I'm keen to talk about the work we're doing at the American Press Institute on influencers, impact, and trust.
DM me to connect! #journalism
If you're arriving early for the summit, let's connect for a coffee. I'm keen to talk about the work we're doing at the American Press Institute on influencers, impact, and trust.
DM me to connect! #journalism
October 19, 2025 at 4:45 PM
Heading to Chicago for meetings with news leaders ahead of #NPASUMMIT 2025.
If you're arriving early for the summit, let's connect for a coffee. I'm keen to talk about the work we're doing at the American Press Institute on influencers, impact, and trust.
DM me to connect! #journalism
If you're arriving early for the summit, let's connect for a coffee. I'm keen to talk about the work we're doing at the American Press Institute on influencers, impact, and trust.
DM me to connect! #journalism
We don’t need more meetings. We need better ones.
That’s why I built AgendaFlow: a fast way to turn chaos into clarity.
Make meetings feel like progress, not punishment.
🔗 app.backstoryandstrategy.com
That’s why I built AgendaFlow: a fast way to turn chaos into clarity.
Make meetings feel like progress, not punishment.
🔗 app.backstoryandstrategy.com
September 25, 2025 at 12:20 AM
We don’t need more meetings. We need better ones.
That’s why I built AgendaFlow: a fast way to turn chaos into clarity.
Make meetings feel like progress, not punishment.
🔗 app.backstoryandstrategy.com
That’s why I built AgendaFlow: a fast way to turn chaos into clarity.
Make meetings feel like progress, not punishment.
🔗 app.backstoryandstrategy.com
Does your nonprofit board create more work than value?
It's the most common source of friction in nonprofits: the blurred line between governance & management.
I wrote a practical guide on how to fix it, with scripts for your staff and a playbook for leaders.
Link in bio to read the full piece.
It's the most common source of friction in nonprofits: the blurred line between governance & management.
I wrote a practical guide on how to fix it, with scripts for your staff and a playbook for leaders.
Link in bio to read the full piece.
July 7, 2025 at 1:08 PM
Does your nonprofit board create more work than value?
It's the most common source of friction in nonprofits: the blurred line between governance & management.
I wrote a practical guide on how to fix it, with scripts for your staff and a playbook for leaders.
Link in bio to read the full piece.
It's the most common source of friction in nonprofits: the blurred line between governance & management.
I wrote a practical guide on how to fix it, with scripts for your staff and a playbook for leaders.
Link in bio to read the full piece.
Perfect for a Saturday evening scroll.
This week on Backstory & Strategy, I published a new tool: a practical framework for making purpose-driven decisions 🧭
Plus, deep dives on the future of news & 'culture fit'. Catch up on the week's reads.
Link in bio!
#Strategy #Leadership #DecisionMaking
This week on Backstory & Strategy, I published a new tool: a practical framework for making purpose-driven decisions 🧭
Plus, deep dives on the future of news & 'culture fit'. Catch up on the week's reads.
Link in bio!
#Strategy #Leadership #DecisionMaking
July 5, 2025 at 9:21 PM
Perfect for a Saturday evening scroll.
This week on Backstory & Strategy, I published a new tool: a practical framework for making purpose-driven decisions 🧭
Plus, deep dives on the future of news & 'culture fit'. Catch up on the week's reads.
Link in bio!
#Strategy #Leadership #DecisionMaking
This week on Backstory & Strategy, I published a new tool: a practical framework for making purpose-driven decisions 🧭
Plus, deep dives on the future of news & 'culture fit'. Catch up on the week's reads.
Link in bio!
#Strategy #Leadership #DecisionMaking
Long before we had feeds and timelines, newspapers were the glue that held a new nation together. My latest article looks at how these original social networks delivered independence to the American people. The full post is in my bio.
#History #4thofJuly #Journalism #AmericanRevolution
#History #4thofJuly #Journalism #AmericanRevolution
July 4, 2025 at 3:29 PM
Long before we had feeds and timelines, newspapers were the glue that held a new nation together. My latest article looks at how these original social networks delivered independence to the American people. The full post is in my bio.
#History #4thofJuly #Journalism #AmericanRevolution
#History #4thofJuly #Journalism #AmericanRevolution
Are you accidentally filtering out your best candidates by misjudging "culture fit"? My new article discusses how to use cultural alignment as a powerful tool for building a successful team. Read the full post in my bio.
#Hiring #Recruitment #CultureFit #Leadership
#Hiring #Recruitment #CultureFit #Leadership
July 3, 2025 at 2:34 PM
Are you accidentally filtering out your best candidates by misjudging "culture fit"? My new article discusses how to use cultural alignment as a powerful tool for building a successful team. Read the full post in my bio.
#Hiring #Recruitment #CultureFit #Leadership
#Hiring #Recruitment #CultureFit #Leadership
The Chan Zuckerberg school closure is a huge red flag for nonprofits. Relying on a single "whale" donor is a seductive but dangerous strategy. My new piece breaks down the risks and how to build a truly sustainable organization. Link in bio.
#Nonprofit #Fundraising #Philanthropy #Leadership
#Nonprofit #Fundraising #Philanthropy #Leadership
July 1, 2025 at 12:48 PM
The Chan Zuckerberg school closure is a huge red flag for nonprofits. Relying on a single "whale" donor is a seductive but dangerous strategy. My new piece breaks down the risks and how to build a truly sustainable organization. Link in bio.
#Nonprofit #Fundraising #Philanthropy #Leadership
#Nonprofit #Fundraising #Philanthropy #Leadership
I built a free framework for those tough 'mission vs. money' calls. It’s a complete toolkit with a PDF scorecard and an interactive Google Sheet to guide your analysis.
The link is in my bio!
#DecisionMaking #Leadership #Strategy
The link is in my bio!
#DecisionMaking #Leadership #Strategy
June 30, 2025 at 7:04 PM
I built a free framework for those tough 'mission vs. money' calls. It’s a complete toolkit with a PDF scorecard and an interactive Google Sheet to guide your analysis.
The link is in my bio!
#DecisionMaking #Leadership #Strategy
The link is in my bio!
#DecisionMaking #Leadership #Strategy
Presidents used to announce military strikes from the Oval Office. Trump announced bombing Iranian nuclear sites on Truth Social first.
I researched whether any president had done this before. The findings reveal how crisis communication is changing.
Full analysis: link in bio
#Trump #Iran #Politics
I researched whether any president had done this before. The findings reveal how crisis communication is changing.
Full analysis: link in bio
#Trump #Iran #Politics
June 22, 2025 at 1:17 AM
Traffic was soaring but we weren't proud of what we were publishing anymore.
There's a difference between audience-first and audience-only thinking. One builds trust. The other feeds algorithms.
New piece → link in bio
#MediaStrategy #ContentStrategy
There's a difference between audience-first and audience-only thinking. One builds trust. The other feeds algorithms.
New piece → link in bio
#MediaStrategy #ContentStrategy
June 21, 2025 at 2:20 PM
Traffic was soaring but we weren't proud of what we were publishing anymore.
There's a difference between audience-first and audience-only thinking. One builds trust. The other feeds algorithms.
New piece → link in bio
#MediaStrategy #ContentStrategy
There's a difference between audience-first and audience-only thinking. One builds trust. The other feeds algorithms.
New piece → link in bio
#MediaStrategy #ContentStrategy
I used to think publishers going TikTok-first were making a huge mistake. Then I saw the Reuters data.
For the first time: social media (54%) beats TV (50%) and news sites (48%) for news.
Maybe I was wrong. New piece 👆
#journalism #media #socialmedia #news #platforms
For the first time: social media (54%) beats TV (50%) and news sites (48%) for news.
Maybe I was wrong. New piece 👆
#journalism #media #socialmedia #news #platforms
June 19, 2025 at 4:20 PM
I used to think publishers going TikTok-first were making a huge mistake. Then I saw the Reuters data.
For the first time: social media (54%) beats TV (50%) and news sites (48%) for news.
Maybe I was wrong. New piece 👆
#journalism #media #socialmedia #news #platforms
For the first time: social media (54%) beats TV (50%) and news sites (48%) for news.
Maybe I was wrong. New piece 👆
#journalism #media #socialmedia #news #platforms
Who owns your audience? If you can't answer that question clearly, you're not alone. Most newsrooms fragment audience work across editorial, marketing, product, and business—breaking the feedback loop that matters most.
New piece: Link in bio
#media #journalism #audiencestrategy
New piece: Link in bio
#media #journalism #audiencestrategy
June 18, 2025 at 3:20 PM
Who owns your audience? If you can't answer that question clearly, you're not alone. Most newsrooms fragment audience work across editorial, marketing, product, and business—breaking the feedback loop that matters most.
New piece: Link in bio
#media #journalism #audiencestrategy
New piece: Link in bio
#media #journalism #audiencestrategy
"What are the odds I can guess what the person in line with me at Dunkin Donuts wants to read?"
Three case studies on why expert assumptions fail and audience feedback wins. Link in bio.
#journalism #media #contentstrategy #audienceinsights
Three case studies on why expert assumptions fail and audience feedback wins. Link in bio.
#journalism #media #contentstrategy #audienceinsights
June 17, 2025 at 3:49 PM
"What are the odds I can guess what the person in line with me at Dunkin Donuts wants to read?"
Three case studies on why expert assumptions fail and audience feedback wins. Link in bio.
#journalism #media #contentstrategy #audienceinsights
Three case studies on why expert assumptions fail and audience feedback wins. Link in bio.
#journalism #media #contentstrategy #audienceinsights
The best newsrooms don't broadcast TO their audience—they collaborate WITH them. I learned this lesson while building PBS39's news programs. Your community isn't just data points to analyze; they're co-creators who can strengthen your work. New post on how to make it happen 👇 #journalism #community
June 16, 2025 at 1:12 PM
The best newsrooms don't broadcast TO their audience—they collaborate WITH them. I learned this lesson while building PBS39's news programs. Your community isn't just data points to analyze; they're co-creators who can strengthen your work. New post on how to make it happen 👇 #journalism #community
Taboola launched an AI search engine for publishers. Is site search about to become premium?
I've worked in newsrooms where reporters Googled their own site because internal search was broken. But paywalling discovery feels different.
Link in bio.
#media #journalism #AI
I've worked in newsrooms where reporters Googled their own site because internal search was broken. But paywalling discovery feels different.
Link in bio.
#media #journalism #AI
June 13, 2025 at 5:10 PM
Taboola launched an AI search engine for publishers. Is site search about to become premium?
I've worked in newsrooms where reporters Googled their own site because internal search was broken. But paywalling discovery feels different.
Link in bio.
#media #journalism #AI
I've worked in newsrooms where reporters Googled their own site because internal search was broken. But paywalling discovery feels different.
Link in bio.
#media #journalism #AI
"I'm not dead!" started the phone call after I made a massive mistake at my first newspaper job. I accidentally "killed" the wrong person in a front-page obituary. I was convinced my career was over. What happened next changed everything I know about leadership. 🧵
June 13, 2025 at 1:32 PM
"I'm not dead!" started the phone call after I made a massive mistake at my first newspaper job. I accidentally "killed" the wrong person in a front-page obituary. I was convinced my career was over. What happened next changed everything I know about leadership. 🧵
🛠 What's the ONE thing your organization believes so deeply it shows up everywhere?
Not in the handbook—in who gets promoted, what gets excused, what gets celebrated.
I created a framework to audit your real culture vs. stated values. The gap is usually revealing.
Link in bio 🔗
#leadership #culture
Not in the handbook—in who gets promoted, what gets excused, what gets celebrated.
I created a framework to audit your real culture vs. stated values. The gap is usually revealing.
Link in bio 🔗
#leadership #culture
June 12, 2025 at 11:04 PM
🛠 What's the ONE thing your organization believes so deeply it shows up everywhere?
Not in the handbook—in who gets promoted, what gets excused, what gets celebrated.
I created a framework to audit your real culture vs. stated values. The gap is usually revealing.
Link in bio 🔗
#leadership #culture
Not in the handbook—in who gets promoted, what gets excused, what gets celebrated.
I created a framework to audit your real culture vs. stated values. The gap is usually revealing.
Link in bio 🔗
#leadership #culture
Culture isn't what you say. It's what you tolerate.
Every organization has problems. The question is whether you're willing to address them directly, consistently, and visibly—or let them quietly define your actual values.
Your team is watching. What are you teaching them?
Link in bio 🔗
#culture
Every organization has problems. The question is whether you're willing to address them directly, consistently, and visibly—or let them quietly define your actual values.
Your team is watching. What are you teaching them?
Link in bio 🔗
#culture
June 11, 2025 at 4:54 PM
Culture isn't what you say. It's what you tolerate.
Every organization has problems. The question is whether you're willing to address them directly, consistently, and visibly—or let them quietly define your actual values.
Your team is watching. What are you teaching them?
Link in bio 🔗
#culture
Every organization has problems. The question is whether you're willing to address them directly, consistently, and visibly—or let them quietly define your actual values.
Your team is watching. What are you teaching them?
Link in bio 🔗
#culture
Your team is always watching. What message are you sending?
Culture isn't built in town halls but by everyday leadership choices. 4 ways to align your actions with your words.
The gap between what you think you're communicating and what your team receives? It can be huge.
Link in bio
#Leadership
Culture isn't built in town halls but by everyday leadership choices. 4 ways to align your actions with your words.
The gap between what you think you're communicating and what your team receives? It can be huge.
Link in bio
#Leadership
June 10, 2025 at 2:16 PM
Your team is always watching. What message are you sending?
Culture isn't built in town halls but by everyday leadership choices. 4 ways to align your actions with your words.
The gap between what you think you're communicating and what your team receives? It can be huge.
Link in bio
#Leadership
Culture isn't built in town halls but by everyday leadership choices. 4 ways to align your actions with your words.
The gap between what you think you're communicating and what your team receives? It can be huge.
Link in bio
#Leadership
PA calls for $100M literacy investment while PBS—reaching 97% of households—faces elimination. Mississippi solved its crisis by protecting BOTH policy & public media. Federal PBS cuts aren't just about TV—they're about existing literacy partnerships.
Link in bio
#PublicMedia #Education
Link in bio
#PublicMedia #Education
June 9, 2025 at 6:25 PM
PA calls for $100M literacy investment while PBS—reaching 97% of households—faces elimination. Mississippi solved its crisis by protecting BOTH policy & public media. Federal PBS cuts aren't just about TV—they're about existing literacy partnerships.
Link in bio
#PublicMedia #Education
Link in bio
#PublicMedia #Education
Latest post: "You Can't Pivot Your Way Out of a Toxic Culture"
I've watched orgs spend fortunes on perks and consultants while missing the obvious—culture problems start at the leadership level.
Two approaches that actually work (one costs almost nothing): Link in bio
#Leadership #WorkplaceCulture
I've watched orgs spend fortunes on perks and consultants while missing the obvious—culture problems start at the leadership level.
Two approaches that actually work (one costs almost nothing): Link in bio
#Leadership #WorkplaceCulture
June 9, 2025 at 1:30 PM
Latest post: "You Can't Pivot Your Way Out of a Toxic Culture"
I've watched orgs spend fortunes on perks and consultants while missing the obvious—culture problems start at the leadership level.
Two approaches that actually work (one costs almost nothing): Link in bio
#Leadership #WorkplaceCulture
I've watched orgs spend fortunes on perks and consultants while missing the obvious—culture problems start at the leadership level.
Two approaches that actually work (one costs almost nothing): Link in bio
#Leadership #WorkplaceCulture
This week's theme: "The Editorial Engine" 🔧
Dove deep into how editorial decisions shape everything—from Emmy docs to newsroom culture to public media's existential crisis.
8 posts covering the mechanics of what works (and what breaks) in modern media.
Link in bio. Next week: "Culture > Everything"
Dove deep into how editorial decisions shape everything—from Emmy docs to newsroom culture to public media's existential crisis.
8 posts covering the mechanics of what works (and what breaks) in modern media.
Link in bio. Next week: "Culture > Everything"
June 7, 2025 at 4:56 PM
This week's theme: "The Editorial Engine" 🔧
Dove deep into how editorial decisions shape everything—from Emmy docs to newsroom culture to public media's existential crisis.
8 posts covering the mechanics of what works (and what breaks) in modern media.
Link in bio. Next week: "Culture > Everything"
Dove deep into how editorial decisions shape everything—from Emmy docs to newsroom culture to public media's existential crisis.
8 posts covering the mechanics of what works (and what breaks) in modern media.
Link in bio. Next week: "Culture > Everything"
Two words that destroyed months of work—and saved our Emmy-winning documentary.
New piece about brutal feedback and emergency editorial rebuilds.
Link in bio 👆
#journalism #editorial #storytelling
New piece about brutal feedback and emergency editorial rebuilds.
Link in bio 👆
#journalism #editorial #storytelling
June 6, 2025 at 5:07 PM
Two words that destroyed months of work—and saved our Emmy-winning documentary.
New piece about brutal feedback and emergency editorial rebuilds.
Link in bio 👆
#journalism #editorial #storytelling
New piece about brutal feedback and emergency editorial rebuilds.
Link in bio 👆
#journalism #editorial #storytelling
Best editorial decision I ever made? Sending a reporter to Baghdad in 2003—before we'd found our subject.
Result: 4 days of sold-out newspapers.
Sometimes you have to bet on your people before you can prove the story exists.
Full story: [link in bio]
Result: 4 days of sold-out newspapers.
Sometimes you have to bet on your people before you can prove the story exists.
Full story: [link in bio]
June 5, 2025 at 1:15 PM
Best editorial decision I ever made? Sending a reporter to Baghdad in 2003—before we'd found our subject.
Result: 4 days of sold-out newspapers.
Sometimes you have to bet on your people before you can prove the story exists.
Full story: [link in bio]
Result: 4 days of sold-out newspapers.
Sometimes you have to bet on your people before you can prove the story exists.
Full story: [link in bio]
70% of adults think local newsrooms are in touch with their communities.
Only 20% have ever talked to a local journalist.
That gap is the problem—and Tampa Bay Times' mobile newsroom might be the solution.
New piece on shifting from transactional to relational journalism: link in bio
#localnews
Only 20% have ever talked to a local journalist.
That gap is the problem—and Tampa Bay Times' mobile newsroom might be the solution.
New piece on shifting from transactional to relational journalism: link in bio
#localnews
June 3, 2025 at 8:38 PM
70% of adults think local newsrooms are in touch with their communities.
Only 20% have ever talked to a local journalist.
That gap is the problem—and Tampa Bay Times' mobile newsroom might be the solution.
New piece on shifting from transactional to relational journalism: link in bio
#localnews
Only 20% have ever talked to a local journalist.
That gap is the problem—and Tampa Bay Times' mobile newsroom might be the solution.
New piece on shifting from transactional to relational journalism: link in bio
#localnews