good air

Turn Your Voice into Thought Leadership

Freakonomics Radio is a great example of employing a podcast to extend a brand into new channels. Podcasts can also be a great way to give voice to thought leadership.

Freakonomics Radio is a great example of employing a podcast to extend a brand into new channels. Podcasts can also be a great way to give voice to thought leadership.

Podcasts represent a proven path to express thought leadership, expand a brand and create a loyal following. But don’t be fooled by their seeming simplicity, podcasts require mastery of the format, relentless discipline and creative spark to succeed.

Freakonomics Radio is a popular podcast that extends the franchise of zany, offbeat economics that started with an improbable bestselling book about “cheating teachers, bizarre baby names and crack-selling mama’s boys.” Reluctantly started by a wary journalist and an equally wary economist, Freakonomics has morphed into a series of books, lectures, documentaries, guest appearances and a radio show.

There also is the Freakonomics “Question of the Day Podcast” that features shorter audio discussions tackling issues such as “Why Do People Believe Compliments, But Not Criticism?” and “Would You Ever Eat Bargain Sushi?”

Freakonomics creators Stephen Dubner and Steven Levitt are busy guys. They bother with podcasts because it complements and augments their brand in another channel. It is hard to read a book or view a video while driving, jogging or walking, but you can listen to the radio or an iPod. Podcasts are an avenue to reach your audience in a very direct, personal communication channel.

That avenue can have a lot of potholes and side streets to navigate. Producing a podcast of 30 to 60 minutes requires more than a tape recorder, a few scattered ideas and a soft drink. You need good recording equipment, a script and topics people want to hear about. 

Podcasts can be valuable content, but also hollow efforts unless they are promoted through social media or an email list and posted on an easily navigable website or online newsroom.

The voice or voices are everything in a podcast. There are no visual attractions or sight cues. The audience depends on what it hears. The better the quality, the more likely they are to keep listening.

There are technical twists, too. Quality sound is essential. You need to produce different audio files such as MP3 and WAV to accommodate a range of listeners and their devices. If you are going to integrate music or background sound, you will need someone with the skill to mix your podcast. You also need someone to ensure your final product is clean and to maintain a content management system.

The good news is that producing high-fidelity sound is a lot easier and cheaper than it used to be. But it isn’t necessarily easy.

The result can be worth the effort. The effort starts with ideas that are several notches away from stuffy, but still useful and relevant to your listeners. Your voice talent needs to practice, and perhaps take some voice coaching. He or she may never sound like Morgan Freeman, but you certainly don’t want to sound like a bad version of Gilbert Gottfried or Roseanne Barr. Your team needs to be equipped for the job so you produce top-notch sound to convey your messages.

Podcasts can be an entertaining way to charm and communicate to customers. It’s up to you to provide the entertainment and charm. 

When Too Much Is Too Little

Saying too much is the equivalent of saying too little. Your audience can easily miss your point under a mound of unnecessary words, facts and statistics.

Saying too much is the equivalent of saying too little. Your audience can easily miss your point under a mound of unnecessary words, facts and statistics.

When you give a 3-minute answer to a television reporter's question, you have said too much and too little at the same time.

It's a question of too much information burying your core, essential message.

If you give a reporter three minutes worth of verbiage, you allow the reporter to decide what's important. If you give a crisp, clear response, you leave no doubt what's important. You have given the TV reporter a gift – good air for a 12-second clip to weave into his or her story.

In the issues management space, there is too often a belief that a windy, fact-filled explanation will win the day. If people don't get it the first time through, then just keep feeding them more facts. This is the equivalent of talking louder when an audience seems deaf to what you are saying.

Length and volume are no substitutes for clarity and brevity. You can sneer at sound bites, but don't forget to use them. They work. Sound bites are built to be heard.

What do you need to say? What is the important message to convey? What is the best way to communicate that message? Answering these questions should lead to a simplified statement that makes your point.

There is a time and place for background, context and more detail. We call them fact sheets, special topic websites and explanatory video. Let them do the deep dive while you provide the sharp edge of what a topic means and why it is important.

Admittedly, there is a fine line between being too glib and too wordy. Sometimes glibness comes across as patronizing or dismissive. Caution needs to be taken to ensure sound bites inform, not insult.

However, your energy is better spent on trimming excess words and non-essential information so you focus on phrasing the key message so people hear and remember it. Saying less is much harder than adding a bullet point or citing another fact. Saying less does your audience a favor. They don't have to sift through mounds of material to figure out what you are really saying.

There is a reason they don't sell encyclopedias on the doorstep any more. People can go online to find out what need to know. When you speak, you need to concentrate on saying something worth hearing.