Audio Creation for Internal Communications
Soundbites are more than podcasts, but it can be hard to think beyond highly produced podcasts. Soundbite allows you to create and distribute all things audio. That means different things to different people. Where do you get started? A recent blog by Eric Nuzum gave some sound advice for podcasters that have inspired this list for internal communicators.
1. You are an audio creator, not a podcaster.
With Soundbite, you are an audio creator, not a podcaster. Thinking this way should create far more ideas than another internal version of a commercial podcast. Furthermore, you are a storyteller who uses audio to communicate and listen.
How far away from podcasts can this take you?
2. Prioritize function over format, moving beyond podcasts.
Get over the idea that audio needs to have a podcast format. Mix it up - quick 1 minute Soundbites complement 15-minute interviews. Don’t stick to the plan - adapt as you go. Test five-minute audio ideas and build upon the ones that stick. Find new ways to use audio to deliver important messaging. Internal audio is a playground. Don’t forget to play. The Soundbite Canvas is great for helping you design your playground!
3. Question what formats work in consumer comms vs. business comms.
Don’t assume that because you like listening to three-hour podcasts, your employees will too or that because you like an interview-style podcast, your employees want to hear the same inside your workplace. Give the tools to others to make them become an audio creator. If they gain traction, help them scale what they have created. Put your target audience behind the “mic” to hear what they want to hear.
4. You are not in the audience-creation biz.
You are not a professional podcaster or just a communicator. You are a business community builder. Aim to create authentic audio experiences that bring people together and form a sense of community. Use your other workplace tools to connect your listeners (and creators), such as Yammer or Teams. Make sure your content creators can connect and talk with (not “at”) listeners.
5. Don’t be boring.
It sounds obvious, yet so much internal communication is plain boring. Check out our interview with Rick Shanley and how he treats employees. But, never assume you have a right to their attention. Earn it. Don’t assume people will show interest in the content you make just because you are interested.
About the author
For 15 years, James Tyer has designed and facilitated processes and enabled technologies that help change to happen successfully. James helps large communities of people work together and is the author of Social by Design. James helps design the facilitation process, build bridges between silos, and teach/coach new ways of working and collaborating.