National Public Radio may be the most successful organization at creating content for Podcasts. It certainly was one of the early leaders in Podcasting. However, the organization has decided it doesn’t really want to promote its own Podcasts on the air. And, although no explanation as to why was given, that may be to avoid pushing listeners away from the radio. Here’s what NPR’s V.P. for news programming and operations Chris Turpin wrote in a note to the NPR staff about the Podcasts.
“As podcasts grow in number and popularity we are talking about them more often in our news programs. We are also fielding more and more questions from news staff and Member stations about our policies for referring to podcasts on air. To that end, we want to establish some common standards, especially for language in back announces. Our hope is to establish basic principles that are easy to understand and allow plenty of flexibility for creativity. These guidelines apply to all podcasts, whether produced by NPR or by other entities. We won’t tell people to actively download a podcast or where to find them. No mentions of npr.org, iTunes, Stitcher, NPR One, etc.”
Here is what the NPR announcers are allowed to say: “That’s Linda Holmes of NPR’s Pop Culture Happy Hour podcast and our blogger on the same subject and Bob Mondello, NPR’s film critic. Thanks so much.” Here is what they are not allowed to say: “OK, everyone. You can download Alt.Latino from iTunes and, of course, via the NPR One app.
Turpin says that when NPR announcers talk about Podcasts, they can mention the name of the podcast but not in a way that explicitly endorses it. “References should not specifically promote the content of the podcast (e.g., “This week, the Politics Podcast team digs into delegate math.”) If you feel a podcast title needs explaining (e.g. Hidden Brain), some additional language can be added (e.g., “That’s Shankar Vedantam, he hosts a podcast that explores the unseen patterns of human behavior. It’s called, Hidden Brain” ). Just to repeat: Be creative in how you back announce podcasts, but please avoid outright promotion.”