Podcasts can be downloaded and streamed on a mobile device or computer and listened to whenever possible. There are many things that attract to listen a podcast – it allows multitasking, it is easy way to catch up on the latest news, listen to inspiring speakers, keep up with professional topics worldwide and nevertheless, podcasts are entertaining.
Podcasts are also used for promotion of the EUSBSR topics, PA Bioeconomy has found this communication tool effective in many ways, for example attracting new target groups, especially younger audience. Let’s Communicate! project met with the PA Bioeconomy coordinator Torfi Jóhannesson from Nordic Council of Ministers to find out their experience in podcasting about bioeconomy and EUSBSR topics.
WHY TO CHOOSE PODCASTS?
Podcasts are different type of communication. It is very good addition to the written material and they can reach different target groups. Besides, they have much cheaper costs and faster production than videos. Another strength is that with podcast you can reach someone’s attention for more than 20 minutes, as 20 – 30 minutes is very common length of a podcast. People listen to them while they are commuting, running, while they are out walking, it is very often a secondary activity – you do something and meanwhile listen to a podcast, whereas both videos and textual material demand for full attention. You have enough time to elaborate on your message and still attract listeners attention.
HOW DID YOU COME UP WITH AN IDEA TO USE PODCASTS IN PROMOTION OF THE PA BIOECONOMY WORK?
It was few years ago before podcasts were as popular, as they are now. We decided to make short Youtube videos to present work of PA Bioeconomy. We got in contact with the video producer Green Exchange, during our cooperation we found out that they also produce podcast series. They were looking for cooperation partners for their podcast series where our topics fit in very well. We decided to give it a try.
WHAT ARE YOUR PODCASTS ABOUT?
At that moment we had a lot of novel opportunities in the bioeconomy that we wanted to communicate. Back then we were focusing on textiles made from wood, fish skin and all other novel textiles made from the resources of the Baltic Sea Region. The message was to promote our work and do it in an interesting way, moreover we were able to exemplify the importance of the Strategy through this case.
WHAT IS THE TARGET GROUP FOR YOUR PODCASTS?
What we always aim to reach out to are the policy-makers. However, with podcasts we also wanted to reach out to younger people with a message that fishery, forestry, agriculture is more than you think – there are exciting things going on. For example, fisheries are not only about making fillets or forestry is not only for producing paper, maybe this paper can be used for creating single-use high fashion clothes, that you use once and can recycle afterwards. We aimed to introduce younger generation with bioeconomy topics and make them rethink these opportunities as something they can study in the university and turn into a career. This fit well with the format of Green Exchange podcasts, as they are targeted more to people under 30.
WHAT IS THE WORK BEHIND THE PODCAST?
Podcast must be made by professionals. They should aim to high quality, otherwise people will not listen to them. Content wise we decide what topics we want to promote. The producer’s role is to edit and frame it, so that it is mixed with music and attractive for listener. Therefore, it is extremely important to find a producer that can make your subject interesting and has a channel with audience for outreach.
Another important thing is that from the beginning you have to think of a distribution channel, it is not enough just to make a podcast and put it on a webpage, preferably you should cooperate with a producer, who is making podcasts in the first place and has an outreach to the audiences. It’s all about quality and distribution – it has to be well thought through.
DO YOU PLAN TO LAUNCH NEW EPISODES IN FUTURE?
We did make one podcast recently with a separate actor we have been cooperating with at the Helsinki Fashion Week. Our plan is to produce more podcasts in future as for us it has been success and we are absolutely positive to continue the podcast series. We experienced that with podcasts we can attract more attention than with Youtube videos or social media posts.
It is easy to access podcasts! You have to open one of the podcast service platforms iTunes, Apple Podcasts, Soundcloud, Spotify or many others, start browsing your interests to find podcasts that are relevant to you. Listen to the PA Bioeconomy podcasts and get inspiration for promotion of your work! Find PA Bioeconomy podcasts directly on their website HERE and the latest podcast HERE.