Skimmers, Swimmers & Divers: How to Reach All Americans with Jan Neuharth
What does it take to protect freedom of expression in a time when Americans are more divided than ever?
Jan Neuharth is the Chair and CEO of the Freedom Forum, a nonpartisan nonprofit dedicated to fostering First Amendment freedoms for all. She shares the story of how she led the organization through a bold transformation—from operating a museum on Pennsylvania Avenue to becoming a mission-driven force for digital education, public programs, and national impact. From honoring young journalists and comedians at the Free Expression Awards to empowering students with their First Amendment rights through campus outreach and storytelling, Jan reflects on how the Freedom Forum connects with Americans across generational and ideological divides.
She also shares leadership lessons on influence, including the importance of listening, trust, and process in navigating change. Tune in to hear how Jan’s diverse career—from Capitol Hill to corporate law to novel writing—has shaped her authentic leadership style and deep commitment to civic engagement and free expression.
Takeaways:
- Lead with Listening: Influence starts by understanding your audience. Whether you're guiding organizational change or connecting with the public, listening first builds trust and informs better decisions.
- Preserve the Best, Improve the Rest: This philosophy, inherited from Jan’s father Al Neuharth, is a powerful framework for innovation. Regularly assess what’s working and have the courage to evolve—even beloved institutions like museums.
- Make the Mission Personal: Humanize big ideas like the First Amendment by tying them to everyday experiences—books, fashion, music, sports fandom. Personal relevance drives engagement.
- Adapt Messaging for Different Levels of Engagement: Think in tiers: skimmers, swimmers, and divers. Tailor your content to meet people where they are—whether they want a quick TikTok or a deep-dive article.
- Invest in the Next Generation: Empowering young people with knowledge of their rights, as the Freedom Forum does through its Free Spirit program and campus initiatives, ensures the future of civic engagement and journalism.
- Stand Firm on Principles, Not Partisanship: Uphold core values like free expression consistently, even when the subject matter is controversial. Integrity and viewpoint neutrality build long-term credibility.
- Turn Disruption Into Opportunity: When COVID hit just after the museum closed, the Freedom Forum used the moment to go digital-first. Challenges can be catalysts for reinvention if approached with strategic clarity.
Quote of the Show:
- “You don't change the story for every person. You tell it in a different way, but you're still rooted in the same principles.”
Links:
- LinkedIn: https://www.linkedin.com/in/janneuharth/
- Website: https://www.freedomforum.org/
Creators and Guests
Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.