Community Representation

At WUWM 89.7 FM — Milwaukee's NPR, our vision, mission, and values guide everything we do — from the stories we report and tell, to building a high-performing workplace culture driven by accountability, joy, respect and fairness, and to our interactions with the communities we serve.

WUWM vision and mission — WUWM's vision and mission.

Our Vision is to be a premier public media organization that empowers the public to affect change.

Our Mission is to weave stories of southeastern Wisconsin together to engage, inspire, and connect people with a shared understanding of each other, the region, and the world.

Our Organizational Values

Trust: As a community supported news and media organization, the public entrusts us with the resources and responsibility to be an honest documenter of history and an honorable steward of their funds. We continuously earn the public's trust through accurate journalism, transparency and ethical organizational practices.

Respect: We admire and honor the inherent worth that every individual possesses. We listen to understand, and we accept every person's right to hold beliefs and opinions that may not align with our own.

Inclusivity: To create a sense of belonging, we center the community in our work. We strive to reflect the full scope of our diverse listening region in our staff, advisory board, and programming. As a public service, we make our programming accessible to all.

Collaboration: We know that we cannot solve all the issues that our listening region faces alone. We seek and nurture internal and external partnerships that advance our mission, amplify community voices and organizations and break down silos in our organization and beyond.

Creativity: We believe that creativity is essential to the work that we do. We foster a culture of creative possibility, and a workplace environment that encourages curiosity, imagination, innovation and whimsical fun.

Integrity: We are courageous, persistent and determined in our pursuit of journalistic and organizational excellence. We have fortitude and are resilient in the face of an ever-changing media landscape. We always strive to do the right thing.

Care for Community: We care deeply about the community, the work we do and each other. We take great pride in reporting news and telling stories that represent our friends and neighbors in ways that are accurate, empathetic and respectful.

WUWM is a service of the University of Wisconsin–Milwaukee.