Last updated 26th of February 2020
Author Lisa Hartwell
How to Decide on a Podcast Structure
In our last blog post about internal communications podcasts, we looked at situations and scenarios where podcasts work well as an internal comms channel.
The second topic from the CommsChat on corporate podcasts focussed on two questions: What considerations should be taken with regards to podcast structure? What considerations need to be given to the audience?
What Does Your Audience Want and Need?
There are a number of areas you need to explore before settling on the style or structure of your podcast.
Who is it for and what needs to be communicated? This will determine content as well as length, style and format.
The audience should always come first. Each organisation will have a unique audience – and even multiple different audiences within the organisation – and these audiences will respond differently. Think about who they will respond to well; would a CEO-led podcast work best or would they prefer to hear from their peers?
Keep listeners engaged, stay on topic, and make it interesting. Attention spans are quite short as are most employees’ opportunities to listen. There is no room for waffle or stuffing the podcast with too much information. Keep to your key points and break it into smaller podcasts if necessary. If the message you are trying to communicate is a bit dry, you need to find a way to bring it to life.
One tip that Martin offers in the mini podcast for this topic is to “signpost within your podcast” in order to encourage the audience to keep listening.
Here’s what else Martin and Paul had to say:
What Did the Other CommsChatters Think?
Sarah Moffatt brought up an interesting idea: “I think its good to think - does this need to only be internal? Yes they could be your starting audience and most primary. But if its good, important content and transparent - why not share it wider - which could well get shared anyway.”
More brands are exploring this concept of creating podcasts for their employees that can also be shared on public platforms, creating greater transparency and a connection with the brand.
Debbie Aurelius pointed out: “I think this depends on the culture of the organisation and how ‘entertaining’ the content is. Not many people want to listen to serious work info out of hours, but may be happy to listen to good content that happens to be made by colleagues.”
Meanwhile, Becca brought up many more questions you should be asking: “Who is the audience, how long should it be, how does it compliment other comms channels, who are the audience likely to (want to) engage with, frequency... the list is endless.”
The list really can seem endless, but it's important to do your research before you start recording.
And Here's the Teaser...
In the next blog post, we’ll look at the best way to start or test your internal podcast concept.