Podcasts
Audio is immediate and intimate, but in the past restricted to those with a broadcast platform and the money for expensive equipment. Now, with a mobile phone and an idea, you could share your thoughts with the world.
But to sound your best, it’s worth pausing to consider:
What do you want to say? Who do you want to speak to? How do you want them to feel when they listen? What do you want them to do afterwards?
Most podcast listeners are doing something else at the same time — commuting, cooking, cleaning, working out. How do you win their attention? What separates the good podcasts from the great is never taking your audience for granted, making your story clear and compelling.
It’s a skill we’ve honed in radio newsrooms for decades, and it can elevate your story into one listeners won’t forget.
I’ve made hundreds of radio programmes and podcasts, working with experienced presenters as well as people who’ve never sat in front of a microphone before. For newcomers, it can be intimidating. But with the right support, those initial nerves turn into confidence, and you’ll end up proud of how well you shared your message with others.
For International SOS, the world's leading health and security risk management services company, podcasting was a new way to communicate vital messages to clients. Their podcasts also showcased the depth of knowledge of their teams based around the world, offering insights and advice for people operating in potentially dangerous environments.
In this example, their security experts assessed the latest information about the situation in Ukraine, a year after the start of the conflict there.
The pandemic transformed radio and podcast production overnight. During the first UK lockdown, BFBS initially planned to halt their weekly discussion on military and foreign affairs. But as programme editor, I was able to lead its overnight transformation to fully remote production, with guests joining from around the world. In that first week, we reported on how British forces were helping respond to the danger at home:
Remote production transformed the podcast, changes that were so successful, the programme remained remote after restrictions were lifted. In August 2021, as Afghanistan fell to the Taliban, I produced a special episode on the shocking end to a 20-year military mission in the country, connecting to guests across the world:
Of course, not every podcast is recorded remotely. In a restaurant in London, two experts pair food and wine — trying a few combinations along the way.
You’ve got to practice what you preach — and for 6 years I produced my own podcast, analysing and occasionally berating political life in the UK.