Megan Lloyd-Laney’s article, “A World In Your Ear: The Power of Podcasts,” published on Research to Action in December 2021, explores how podcasts are transforming the way research is disseminated and consumed.
The reach and accessibility of podcasts make them an attractive medium for sharing research with a broader audience.
In 2020, over 155 million people listened to podcasts weekly, a figure that has dramatically grown since.
This wide listenership presents an unprecedented opportunity for researchers to extend the impact of their work beyond traditional academic circles.
Podcasts are particularly effective in reaching niche audiences over time, thanks to the “long tail” effect in marketing.
This means that even specialized topics can find a dedicated listener base long after the episodes are produced.
For researchers, this offers a sustained presence in the public domain, where their work can continue to influence and inform.
Podcasts are more than just a platform for audio content; they are a creative and engaging way to tell stories.
The format is particularly well-suited for storytelling, which can breathe life into research findings and foster deeper engagement with listeners.
Audio is also a versatile tool for capturing diverse voices and perspectives, making it an ideal medium for inclusive communication.
The article highlights that producing a podcast is relatively easy and cost-effective.
However, the challenge lies in creating high-quality content that stands out in a crowded marketplace.
To be successful, podcasters must be clear about their objectives, be creative and entertaining with their content, and maintain a strong focus on their target audience.
Lloyd-Laney discusses CommsConsult’s foray into podcast production with two flagship series: “Louder than Words” for the University of Essex and “Adolescents in Crisis: Unheard Voices” for the Gender and Adolescents: Global Evidence (GAGE) programme.
This series showcases how research can address global issues, improve lives, and inspire action.
Each episode explores a significant topic, bringing together researchers, policymakers, and those directly affected by the issues.
The podcast’s ability to convey the impact of academic research in a direct and connected way highlights the power of audio as a medium.
This series brings multiple voices into the conversation, reflecting the realities of young refugees’ lives.
By interviewing teenagers in refugee camps across Rwanda, Ethiopia, Lebanon, and Jordan, the podcast paints a vivid picture of their experiences and resilience.
This approach not only amplifies marginalized voices but also provides valuable insights for policymakers and programme designers.
Success in podcasting is measured by both tangible and intangible metrics.
Download numbers, subscribers, and website traffic are important, but so are increased curiosity, understanding, and empathy among listeners.
The ability of a podcast to convey complex and difficult issues in an accessible way is a testament to its effectiveness as a communication tool.
However, the article also acknowledges the challenges of using podcasts for research communication.
Academic life can be complex, and distilling that complexity into a concise, engaging audio format is not always easy.
Additionally, while remote production methods have become more common due to the COVID-19 pandemic, maintaining audio quality and ensuring effective communication across distances remains a challenge.
Podcasts are just one of many digital tools that researchers can use to communicate their work.
Lloyd-Laney encourages continued experimentation with different platforms and formats, such as Instagram and TikTok, to reach even broader audiences.
The digital world offers endless possibilities for those willing to innovate and explore new ways of engaging with the public.
In conclusion, podcasts have proven to be a valuable tool for research communication, offering a platform for storytelling, engagement, and sustained impact.
As the digital landscape continues to evolve, researchers have the opportunity to harness the power of audio and other media to share their work with the world.
This summary is based on the article “A World In Your Ear: The Power of Podcasts” by Megan Lloyd-Laney, published on 16 December 2021 on Research to Action. The full article can be accessed here.
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