WABE Names Sierra Reed Director of Podcasting

Former PRX staffer Reed to lead podcast production& development for WABE

ATLANTA –WABE today announced that Georgia State alumna Sierra Reed now leads the award-winning NPR and PBS affiliate’s podcast efforts as its new Director of Podcasting. In this role, Reed will oversee production of popular WABE podcasts such as Buried TruthsPolitical Breakfast, and The Brief from WABE; develop new podcast projects tied to Atlanta stories; and shepherd the launch the WABE Podcast Network, a portfolio of episodic audio shows sharing sales and marketing efforts.

Reed is an accomplished media veteran who comes to WABE from PRX, one of public media’s largest national networks, where she proactively managed broadcast relationships and programming in 7 out of the top 10 US markets. Her career in broadcast production began at WXNV-LP FM in Loganville, Georgia, and Radio One Atlanta. 

“Sierra is someone who not only understands what makes for engaging podcast experiences that grow audience and engagement, she also understands Atlanta, which is critical to connecting with the kinds of stories and storytellers we want WABE’s podcast to amplify,” said WABE Chief Content Officer Scott Woelfel. “Her expertise and links to the Atlanta creative community make Sierra ideal to develop and grow WABE’s podcast offerings.”

Reed is no stranger to strategic leadership. Before joining WABE, she helped establish and manage partnerships with Fortune 500 companies with diversity and inclusion initiatives at the forefront. 

“Great content is organic, impactful, and inclusive,” said Reed. “It’s never been a more critical time for local communities to know what’s happening around them and take action in cultivating a safe, more inclusive place to call home. Atlanta has long been a center of innovation and cultural change, paving the path for progress for the entire country. I am energized by this opportunity to highlight my hometown’s stories and the people behind them.”

WABE’s podcasts are available everywhere podcasts are heard. Visit wabe.org/podcasts for a complete listing of available shows. Contact Sierra Reed at sreed@wabe.org to learn more about the new WABE Podcast Network.


ABOUT WABE WABE, formerly Public Broadcasting Atlanta (PBA), operates public media stations WABE (90.1FM) and WABE TV (Channel 30), Atlanta’s original, independent, non-profit sources for news and local stories and choice for NPR and PBS. Our stations deliver fact-based journalism and inclusive, engaging, cultural content that informs, inspires, reflects, and empowers the millions who call the Greater Atlanta area home. WABE’s programs, podcasts, and events make Atlanta’s stories and storytellers accessible and relevant across a variety of platforms for our diverse audience of listeners, viewers, visitors, and members. Go to www.wabe.org for additional information.