Is Anyone Listening?

Jude Habib, Sound Delivery

In the last year many organisations have taken the podcasting plunge - Christian Aid, the RSPB, Medicine San Frontiers, St Johns Ambulance, NAHT and Cancer Research UK to name but a few. Their entry has been trumpeted by press releases, write ups in trade press and coverage by journalists.

As someone who is encouraging organisations to think about getting their messages across through audio and other new media platforms I should be excited. Instead I have found myself picking up the phone and suggesting that some organisations take the material down from their websites. Some of the audio content I’ve been listening to across the sector is simply not good enough. I would go further and say that it is probably doing the organisation more harm than good. I am not going to name and shame as all our tastes are individual but I’ve heard podcasts where the technical quality is terrible, the material too long and derivative of what’s out there. More seriously the content is simply dull.

In many cases I have simple clicked off after a minute. I am extremely busy and after a bad podcast experience I will think twice about listening to content sent by this organisation in the future. Imagine if I was one of your donors?

So is anyone listening? At seminars and conferences, I’ve met hundreds of individuals across the sector, many of whom want to start creating their own audio content. I usually start by asking ‘ Who knows what a podcast is?’ - many put up their hands. I then ask how many people have listened to podcasts – a few of these hands go down. I then ask how many people have listened to any audio content/podcasts produced within or about the sector. Almost all these hands go down. Only two people’s hands have remained up in all the times I have asked this question.

So, if no-one is listening, yet there is great interest in the opportunity for the sector to become podcast savvy, how can we begin to start creating and cultivating original and innovative and sustainable content?

Creating Great Podcasts

If Channel 4’s Kirstie and Phil were podcasters, their mantra wouldn’t be ‘Location, Location, Location’ but ‘Content, Content, Content’. The biggest challenge for would-be podcasters is getting the content right. The worst crime is to be boring. If you succeed people will subscribe, continue to listen, tell their friends and take action [donate?]. But it’s not as easy as simply picking up a microphone. There are thousands of podcasts jostling for position out there - so how can your podcast stand out from the crowd? These bitesize tips should get you started.

Step 1: Prick up Your Ears
Get an idea of different formats and styles by downloading or subscribing (free) to the wide range of podcasts available. You’ll get a sense of what works and, most crucially, what doesn’t. You’ll realise pretty soon if you’re bored. If it’s dense, dull or indigestible in any way you’ll switch off pretty quickly.

What elements make audio boring? A voice like a railway station announcer? Endless facts? Badly chosen subject matter? Then think about the ingredients in podcasts you have enjoyed – then it’s time to think about the recipe for your own project. To give you some ideas, Médecins Sans Frontières, RSPB, Cancer Research UK, Blue Cross already have podcasts. Listen to other brands like Guardian Unlimited and the BBC for more ideas. But don’t replicate - be innovative.

Step 2: What’s your message?
What do you want people to feel or do after listening to your podcast? What do you want them to be left with or most importantly do? Podcasts shouldn’t be about asking people for donations but they are a great way to raise awareness about what you do and extend your brand.

Step 3: Thy Pod and Thy Staff (will comfort you)
It is always good to try some joined-up thinking. Gather some staff from across your organisation to create a steering group. This way you will secure buy-in, possibly some unexpectedly inspired ideas and some new microphone-wielding recruits. Staff feedback can also help to shape and sharpen your podcast. You could be labouring over the editing process only to discover a colleague already has a secret passion for soundwaves. Let people know what you are doing and encourage them to offer ideas.

Step 4: Compile Your Listen Profile
Try to picture your listener and think about how best to get their attention. What are their characteristics? What moves them? What do they eat for breakfast? (joke) Just because you're fascinated by a certain subject doesn't mean your listener is too. Brainstorm some ‘typical listener’ profiles with your team and ask some of your supporters what they’d like to hear.

Step 5: The most powerful voices belong to the people you serve
You have stories that will grab people by the ears and won’t let go! They are there, you just have to know where to look. Your beneficiaries/service users have their tales to tell and this is their opportunity. An unmediated story told in their own way and in their own words will stand out a mile. The most powerful content I’ve heard was a short vox pop recorded by service users of a homeless charity. Finally, a strong feature could also have broader appeal for other media outlets.

Some more yawn-busting tips!

Presenters:
A presenter can make or break your podcast. If you’re creating a presenter-led podcast ensure that their style or tone fits the content. Bad presenters will lose your listener immediately – so why do some charities use them? Worth a listen to Dr Kat Arney of the Cancer Research UK podcast - she’s great!

Music:
Music is often too loud or too prevalent in podcasts. Avoid using music as a sticking plaster to cover bad recordings or boring content. Music can set the tone, punctuate the podcast and move the listener between different subject areas, but use it carefully. Remember also that there are licensing issues with music - do you have the rights to use it?

Over-recording
Have a clear idea of the questions you want to ask and be confident about when to push the stop button. A typical beginner’s mistake is to record miles of material – you won’t want it when you get home! Be brutal - if you want only 3 minutes of finished product don’t record for more than 15.

Podcast Length
This is a question I’m asked regularly. My general view is shorter rather than longer but it all depends on your content. Recently a 15 minute interview with a ex prisoner kept me rooted to the spot. Ask friends and colleagues about how long would listen for.

Podcast frequency
Don’t raise expectations if you can’t meet them. Podcasts like blogs should be regularly updated to keep them fresh. The key word is regular. This could be weekly, monthly or bi-monthly. Work out how many man-hours it will take to put out your podcast and decide if it’s sustainable.

Cross Promotion
Make sure that people can find your content. Ensure the links are easy to find. Good promotion of your own website and your marketing material is essential. Ensure you have labeled and described your podcast and each episode very clearly.

In the not-too-distant future we will be communicated with our funders, stakeholders and supporters in a more direct, targeted and personalised approach. They will decide how they want to receive your information and in what format. Podcasts will be an important part of this mix. Getting it right will be crucial.


Jude Habib is Creative Director of sounddelivery a media production and training company jude@sounddelivery.org.uk  
www.sounddelivery.org.uk