Planning, programme formats, production tips and techniques, publication process and platforms and publicity and promotion are all aspects of practical podcasting covered in this interactive workshop by Dougal Perman and Amanda Mitchell from creative content communications company Inner Ear (www.innerear.co.uk). These slides accompany the workshop, which was first delivered to arts and cultural organisations. During the workshop we take participants through case studies of successful podcasts, examining what makes them stand out. We discuss how to approach planning your series (remembering that a podcast is a series, not a stand alone programme). We talk about equipment, starting with the tools you already have or can get for free right through to professional recorders and studio facilities. And we lead you through the process of recording, editing, publishing and submitting your feed to podcast directories, like iTunes.

1. Serialise
your story
An interactive workshop for arts and culture by Inner Ear
Practical
Podcasting

2. ● 14:00 Introduction, case studies, exploring the medium
● 14:30 Group game creative brief challenge
● 15:00 Break
● 15:30 Practical exercise – produce a podcast episode
● 16:30 Review and conclusion
● 17:00 Finish
Agenda

3. Inner Ear: established October 2000
Launched Radio Magnetic in March 2001

4. Inner Ear: Creative Content Communication
Live Streaming Content Creation Community Management Music Supervision

5. Creative Projects
Alternative music internet radio
Walking Heads
TRADtv
Traditional Scottish, Gaelic and
Celtic music and culture
Radio Magnetic
Streetwise audio walking tours
Bespoke music by original artists
for film, tv and ads

6. We’ve pioneered use of digital media
to broadcast entertainment content
From our studio and on location

7. Subjects perform
on location
Content captured
in the field
Content is encoded on
a computer
Audio visual data is
transferred
Internet Radio: In The Field

8. Content can be
processed...
… and used as features
in programmes
and produced in
the studio
Internet Radio: In The Studio
And then
published
Data
received

9. Podcast received as
downloaded audio
By listeners’
devices anywhere
Played out through
their speakers
So sessions captured
in the field are heard
Internet Radio: Home Listening

10. Idea Microphone Computer Connection

11. Case Studies
● 99% Invisible
99percentinvisible.org
● Tate Events – Art Talk
tate.org.uk/about/our-work/digital/podcast-directory
● Scottish Poetry Library
scottishpoetrylibrary.org.uk/connect/podcast
● Scottish Documentary Podcast
scottishdocinstitute.com/podcast
● Scots Language Podcast
scotslanguage.com/site/scotsLanguageRadio
● RadioLab
radiolab.org
● Serial
serialpodcast.org
● TWiT
twit.tv/shows/this-week-in-tech
● TED
blog.ted.com/audio_podcasts

12. Pre-Production
● Objective: why are you making the programme?
To communicate a message of some kind? If so, what is it?
● Audience: who is it aimed at, what are their interests?
● Episode planning:
○ Content: what will the programme contain?
○ Style: presenter lead? Music only? Interview-based?
○ Format: documentary? Profile? Session? Drama?
○ Copyright: gaining permission, licences and royalties
● Series planning:
○ Story arc
○ Episode format
○ Finite or indefinite

13. Production
USB
Microphone
Smartphone
Recording Mic
Handheld
Recorder

14. Post Production
Recording for Skype:
support.skype.com/en/faq/FA12395/how-can-i-record-my-skype-calls
Editing app Audacity: audacityteam.org/download
Online editor Soundnation: soundation.com/studio
Online music production Audiotool: audiotool.com

15. Publication
Feed Generation & Hosting Buzzsprout: buzzsprout.com
Image Editing & Hosting Pixlr: pixlr.com/editor
Stats Feedburner: feedburner.google.com
RSS & Podcast Directories:
apple.com/uk/itunes/podcasts/creatorfaq.html
stitcher.com/content-providers
podcastalley.com

16. Platforms
Mixcloud Soundcloud Mixlr

17. Planning A Podcast: Game
● Devise three business models in groups
● Consider everything that you would have to do to
create a viable podcast series that will enhance
your business
● Plan content, production requirements, marketing,
spending, promotional value and revenue
● Given a budget, buy hardware, software and
outsourced services as required

18. Podcasts for marketing
● How will the podcast reflect the activity?
● What is the target audience?
● What are the deliverable targets?
● (Number of downloads, online presence, brand
awareness, audience penetration, measurable
interaction)
● How will these objectives be met?
● How will the podcast be publicised?
● How much will it cost?

19. Podcasts for communications
● Where does the message come from?
● (Director, non-hierarchical structure?)
● How will content be captured, edited and presented?
● (Who writes it, reads it, how is it made interesting and
how do you ensure it is listened to?)
● How will the audience be made aware of this podcast?
● How will effectiveness be measured and evaluated
against other forms of internal communications
● (like electronic or printed newsletters?)
● How much will it cost?

20. Podcasts for profit
● How will existing content be
represented/repackaged as a podcast?
● What additional production costs may be incurred?
● How long will the episodes and series be?
● How will the series, and individual episodes be
valued?
● How will the series be marketed?
● How will the charging system work?
● What are the revenue projections?

21. Planning Points
BRIEFS: bit.ly/podbriefs
● Podcast Series Overview
● Content
● Format
● Number of episodes
● Presenter talent (if applicable)
● Production considerations
● Target audience
● Marketing
● Web presence
● Costs
● Revenue projections/promotional value

22. Scenario 1
You the marketing department of a library
The Brief
● You are going to devise a podcast series to market the library’s collections
● Consider the content of the series, the format of the programmes and how
they will be produced
● Will works be performed? If so, who by?
● How will this distinguish you from other libraries?
● How will the series be marketed and how will it be used to reach new
audiences?

23. Scenario 2
You are the communications department of a large gallery
The Brief
● The board have asked you to create a podcast series to communicate with
exhibiting artists, curators and collectors
● Consider the content of the series, the format of the programmes and how
they will be produced
● How will you engage with your audience?
● What advantages are there over traditional forms of communications such as
newsletters (both printed and electronic versions)?
● What privacy or security issues may there be?
● Do other arts organisations do this? If not, why not? In what ways can using
podcasts benefit you?

24. Scenario 3
You are the business development department of a theatre
The Brief
● As a new form of audience development, the board have asked you to
serialise the a play as a paid-for podcast
● Consider how the play will be adapted for podcast
● How many episodes will there be?
● How will it be marketed?
● How will the podcast capitalise on the success of the play?
● What are your main distribution points, how much will you charge, what are
the costs and how much revenue you can expect to generate?

25. Podcast Plan Evaluation
After group discussion time,
we will evaluate the three plans
Marketing: Library
Communications: Gallery
Revenue: Theatre

26. Practical Exercise
Work in groups to
devise, record, edit and publish a podcast

27. Publishing Your Podcast
A step-by-step demonstration of creating your RSS
feed, hosting and submitting your podcast

28. Creative Content Communication
@innerearuk
Innerear.co.uk • livestream.com/innerear
@radiomagnetic
radiomagnetic.com • mixcloud.com/radiomagnetic
@tradtv
Tradtv.scot • youtube.com/tradtvscot
@walkingheads
walkingheads.net • guidigo.com/author/Walking-Heads
dougal@innerear.co.uk • amanda@innerear.co.uk • 0141 226 8808
Inner Ear