Philadelphia Foundation President and CEO Pedro A. Ramos recently joined Bernie Prazenica, President and General Manager of WPVI-TV/6abc, for another installment in our Conversations in Civic Leadership series. The conversation, which was attended by local leaders and supporters of our Civic Leadership Fund, centered on how media organizations can serve as powerful civic institutions and revealed leadership principles that extend far beyond broadcasting.

Bernie shared lessons about building institutional trust, leveraging organizational resources for community impact, and navigating truth in polarized times.

Building Trust Through Consistency

In an era when institutional credibility has become increasingly fragile, 6abc’s sustained trust offers important lessons. Bernie’s explanation is instructive: “6abc supplies our viewers with facts, not opinions. Our organization has always emphasized that we need to be the people who tell it like it is, without imposing our views onto our viewers.”

This commitment to consistency extends beyond editorial standards. 6abc has honored its viewers’ preferences by maintaining its Action News format without unnecessary alterations. “We’ve maintained the same format and branding our viewers expect, and have continued to deliver on our mission without changing very much throughout the years.”

The lesson for civic institutions is clear: trust is built through consistent delivery on core promises over decades, not through constant reinvention or trend-chasing.

Community Engagement as a Strategic Imperative

What distinguishes Bernie’s leadership is his understanding that community engagement isn’t peripheral to 6abc’s mission, it’s central to it. “We’ve always thought that community is good for business,” he stated. “The Philadelphia community is ingrained in our DNA.”

This approach has yielded measurable impacts during critical moments. When COVID-19 threatened the Philadelphia Zoo’s ability to feed its animals, 6abc’s coverage helped raise $800,000 in short order. When Philabundance needed support for restaurant workers, Bernie personally mobilized advertisers. The station’s partnership with Philadelphia Foundation’s COVID-19 Relief Fund and the Philly Gives initiative launched last year leveraged 6abc’s reach to mobilize resources at scale.

Bernie’s leadership demonstrates that institutions sitting at the intersection of information, trust, and reach possess unique convening power that can catalyze collective action when it matters most.

Navigating Truth in Polarized Times

The conversation addressed a challenge facing all civic institutions: maintaining a commitment to the facts when they are increasingly contested. Bernie’s framework is direct: “Even if the truth doesn’t make people happy, or it’s polarizing, you still need to tell the truth and facts. Everything else is up to the viewer.”

This extends to how 6abc covers Philadelphia itself. When asked about addressing the city’s challenges while promoting its strengths, Bernie rejected false choices: “We have to both talk about our low-performing schools, but champion when there’s a win, for example.” Effective civic institutions provide honest assessments that allow communities to address challenges while building on their strengths.

Adapting Without Abandoning Mission

Bernie’s perspective on reaching younger audiences reflects strategic thinking about evolution. “We have a hard time getting people who are under 45 to watch linear TV. The non-linear platforms, like streaming platforms and social media, are where we’re reaching them.” His prescription: “You have to meet them where they are and how they are used to getting their news.”

The challenge for institutional leaders is maintaining mission and values while evolving methods. Bernie’s approach demonstrates how organizations can preserve core commitments while embracing platforms that connect with changing demographics.

The Philadelphia Challenge

When asked about his hopes for the city, Bernie’s vision was both optimistic and action-oriented. “We are a best-in-class city. Philly has a chance to live its dream,” he said. “Philadelphia has a lot of good things to give. When Philadelphians align on a goal, we get it done. My dream is that this momentum continues and our city thrives.”

He wants Philadelphia to channel the energy it brings to sports toward essential priorities like schools and transportation. This call resonates with Philadelphia Foundation’s decade-long commitment to advancing economic mobility, a challenge that requires exactly the kind of cross-sector collaboration and sustained focus that Bernie has modeled. Improving Philadelphia’s ranking as 50th out of 50 major metros for economic mobility demands collective, persistent effort.

Sustaining Leadership Through Transitions

As Bernie transitions to retirement, his advice for sustaining 6abc’s civic role emphasizes collaboration and continuity: “If we care for the community and care about what we put out there, the community will be receptive to that message.” And his approach to leadership transition offers lessons for any institution: “My goal was to continue the positive momentum at 6abc, and that’s the goal I’m going to pass on.”

A Model for Civic Leadership

Bernie Prazenica’s leadership at 6abc exemplifies what Philadelphia Foundation seeks to cultivate through the Civic Leadership Fund: leaders who understand that institutions become community assets when they consistently deliver on promises, actively engage with community needs, and leverage their resources to catalyze collective action.

The partnership between Philadelphia Foundation and 6abc, from COVID-19 relief to Philly Gives to countless topical initiatives, illustrates how cross-sector collaboration amplifies impact beyond what any organization could achieve acting alone. As our region works to address complex challenges like economic mobility, we need more leaders who understand that showing up consistently, telling the truth even when uncomfortable, and mobilizing institutional resources for community good isn’t separate from organizational success – it’s essential to it.

Bernie Prazenica has demonstrated for nearly two decades that media can indeed be a force for community good, providing a model that extends far beyond broadcasting for any leader seeking to build institutional trust and strengthen the region we all call home.