Supporting Brands in Podcast Production – Client Interview with Oxera
Written by Debbie West, Senior Account Director, Audere
Here at Audere, it’s important for us to understand what our clients want to achieve with their podcast, and we like to check in part way through a season, to find out what’s working for them.
I’m grateful to Dr Helen Jenkins, partner at our client Oxera, for allowing us to capture this conversation about how the current season of their excellent ‘Top of the Agenda’ podcast is doing. We’ve been supporting Oxera with audio and video content since 2021 and we’ve been working closely with Helen on the re-launch of the podcast this year.
As the podcast host, Helen is keen to help more people understand the role economics plays in all our lives. Her conversations with her guests and colleagues help explain how economics insights are used to help businesses, courts, policymakers and governments make better decisions about critical issues such as sustainability and the use of AI. The podcast helps listeners to understand the role of economics in everyday decisions as it enables Helen and her guests to have a broader discussion about real world situations.
As an economist, we were keen to get Helen’s opinion on the cost-benefit of the podcast. She described how difficult it is to measure the biggest benefits the podcast delivers, such as engagement, expanding networks, professional development and the depth of discussion the conversational format allows experts to go into. Helen also pointed out how warmly most people respond to an invitation to appear on a podcast episode, which has enabled the team to connect with high profile authors and experts in their fields.
To round up the conversation, Helen shared three tips for other leaders or consultancy firms who may be considering starting a podcast:
- Use an experienced partner for the comfort of knowing you’ll get quality production (we agree!)
- Before you start recording, take time to consider your aims for the podcast and your tone of voice
- Just get started – it’s easier than you might think.
Thank you for sharing these observations with us, Helen.
