How to Boost Your Journalism with Podcasting

Podcasting has emerged as a powerful tool for journalists to amplify their reporting and reach a wider audience. With its ability to tell engaging stories in a format that is accessible and convenient for listeners, podcasting has become an increasingly popular medium for journalists to showcase their reporting and build credibility with their audiences.

Journalistic podcasts have become one of the front-runners in the war against misinformation online. “Fake news has always been with us, but the problem is worse today because of technology and social media,” says journalist and podcaster Amit Varma. Social media has turned people away from skepticism and toward confirmation bias, according to Varma: and has made people believe they cannot accept new information and/or that they must have an opinion on everything. Podcasting can act as an antidote for that: “Podcasting is the perfect media to build that skeptical mentality.”

Here are some tips on how to use podcasting to boost credible reporting.

CHOOSE THE RIGHT FORMAT

There are many different formats that a podcast can take, from interview-style shows to investigative reporting to narrative storytelling. Choosing the right format for your podcast will depend on the type of reporting you are doing and the audience you are trying to reach. For example, an investigative podcast might work well in a serialized format, while a news roundup podcast might work better in a daily or weekly format.

TELL ENGAGING STORIES

One of the biggest strengths of podcasting is its ability to tell engaging stories that captivate listeners and keep them coming back for more. To make your podcast compelling, focus on telling stories that are relevant, interesting, and impactful. Use sound bites, music, and other audio elements to bring your stories to life and create an immersive listening experience for your audience. As for the content itself, keep it simple and structured.

When it comes to an audio-only format, structure is important – and less is often more. Foster an intimate environment with your listeners, one in which you talk to them and not at them. If you bring on guests, treat them respectfully. Don’t interrupt, and allow them time to tell their stories and offer insights, even if it means you’re doing more listening than speaking,” advises the International Journalists’ Network (IJN).

COLLABORATE WITH EXPERTS

Collaborating with experts can help to add credibility and depth to your podcast reporting. Experts can provide context and analysis on complex topics, offer insights that are not readily available elsewhere, and help to ensure that your reporting is accurate and balanced. Reach out to experts in your field and invite them to participate in your podcast as guests or commentators. This can also help build your audience, if your audience is familiar with the expert, or else if the expert already has an audience of their own that they take with them.

BUILD A COMMUNITY

Podcasting is a great way to build a community of engaged listeners who are passionate about your reporting and your brand. Use your podcast to connect with your audience and build relationships with them. Encourage listeners to provide feedback, share their own stories, and participate in your reporting process. Respond to comments and engage with your audience on social media to build a loyal following. “Podcast listeners are often captive audiences – people commuting in their cars, traveling on a plane, or working out,” says IJN.  “Listeners aren’t flipping between platforms as they might when browsing social media platforms, for instance. This creates longer user sessions with more engaged listeners.” 

USE SOCIAL MEDIA TO PROMOTE YOUR PODCAST

Social media is a powerful tool for promoting your podcast and building your audience. Use platforms like Twitter, Instagram, and Facebook to share clips from your podcast, promote new episodes, and engage with your listeners. Use hashtags and other social media tactics to increase visibility and reach new audiences. You can also cross-publish your podcast on social media in a variety of different ways: you can turn your podcast into a YouTube video to make it easily shareable; you can distribute your podcasts wherever hosts podcasts (such as Apple, Spotify, among others).

Podcasting can be a powerful tool for journalists to amplify their reporting and build credibility with their audiences. By choosing the right format, telling engaging stories, collaborating with experts, building a community, and using social media to promote your podcast, you can create a successful podcast that reaches a wide audience and helps to establish you as a credible and trusted source of news and information. As Varma notes, “You don't need a license to start a podcast… You are limited only by your imagination and desire.”