How To Start A Podcast And Get It Noticed

Many journalists are the kinds of people who could chat for days and thrive off meeting people and learning something new. So, a podcast can often seem like the natural next step — but how do you go about turning your conversations into content?

At a recent panel event, News Associates brought together Laura Fitzpatrick, a former producer at The News Agents podcast now working at Sky News, and Ruby Smith, host of The Personal Best Podcast to discuss the truths of podcasting.

They covered everything from producing and presenting to promoting. Here’s what they had to say…

How Can I Create A Podcast For Free?

You can’t start a podcast without any equipment, but don’t worry — often you can get started with just what you have. Ruby explains: “If you have a phone and enough storage you can start a podcast.

“The barriers to entry are so low in podcasting. The first thing I did to make it a bit easier for myself was get a standing microphone as it can plug straight into the laptop.”

Laura adds that it’s important to get to grips with the production side of things too. Not only is this vital for producing your own podcast, it’s a valuable skill if you’re looking for a job in the industry. “Try and learn to edit as there is free software – most software is very similar,” she says. “If you want to shadow or do work experience then you will be way more attractive if you can say: ‘Oh by the way I can help you on that edit’.”

Free tools work checking out include Audacity, Ferrite Recording Studio, and Descript‘s free tier.

Ruby Smith (L) and Laura Fitzpatrick (R) both gave their advice at News Associates.

However, it’s not just about having the equipment. Preparation is vital for a successful podcast, and Laura explains that when you pitch ideas to your team or a production company, you always want to think: “How do I stand out”.

Her preparation focuses on keeping up with the news and while she urges new podcasts not to be “too precious about your ideas while pitching”, she says that “extra bits of detail do go a long way.”

She adds: “I find it very hard to switch off. I’m always reading the Sunday papers as it gives great ideas for guests.”

How To Prepare For A Podcast Interview?

Ruby agrees; when researching your guests for an interview “a little preparation goes a long way” and “doing research on guests will ease your nerves”.

She suggests following trending news and going through your guests’ previous content beforehand to see if they’ve been discussing interesting topics or doing anything.

“Preparation depends on how much I already know about the guest,” Ruby says, explaining that on average she does a “couple hours of researching” for each person she talks to.

“What guests have posted out there is very useful for topic ideas,” she adds. This could mean looking at their social media and websites, any news coverage about them, or other interviews.

Ruby urged new podcasters to avoid the misconception of notes being negative as they’re there to keep you on track: “I have notes in front of me to guide the conversation.”

However, remember they’re just there to prompt you, they’re not intended to be a full script. Laura adds: “You can often tell when stuff is scripted.”

And, finally, when it comes to preparation, it’s also important to get episodes in the bag early. To maintain an effective work-life balance, Ruby tries “to make a schedule and record a few episodes in advance”. Some podcasters even recommend batch recording to better manage their time and make sure it can go out even in the case of changing circumstances.

A big part of planning is getting guests, and Ruby emphasises that, when messaging guests, it’s best to “keep it brief” as they will be more likely to read the message. She adds: “Don’t be afraid to reach out to people — what’s the worst thing that can happen?”

How Do You Get Your Podcast Noticed?

However, planning and preparation are just one piece of the puzzle. Once you’ve made the podcast, you need to promote it. The more you hone in on your message, the easier it will be to find your audience.

“Try to make some sort of niche and know who your audience is,” Ruby explains. “Social media is a platform for growth, so build a solid social media profile.” Again, this is often easier if you’re targeting a specific community. Ruby promotes her podcasts across several platforms, with a specific Instagram account for the podcast alongside her own.

It’s also a strategy favoured by Brooke Millhouse, host of the Disabled and Proud Podcast, who previously hosted a workshop about podcasting with Journo Resources. “Use all of your social media, don’t just use one,” she urges. “Use LinkedIn, use Facebook, use Instagram, use Threads. They’re all there to be utilised.”

“Social media is massive, especially in terms of promoting,” agrees Laura. “Some podcasts may get a newspaper feature but this may not get as many numbers.”

Similarly, it’s also worth thinking about how you name and describe your podcasts. By applying search engine optimisation (SEO) techniques when uploading your recordings, you give them the best chance of being recommended or discovered on podcast networks themselves.

Use Your Journalism Skills

For many journalists, podcasting feels like a natural progression — it allows them to utilise their cross-functional skillset and apply it to an exciting project in a new medium. So, lean into what you already have.

Ruby says that studying for an NCTJ-accredited journalism degree at The School of Journalism has been useful for working in podcasting: “It boosted my overall confidence. It encouraged me to talk to strangers and I learnt good interviewing skills.”

Flexibility is also part of learning how to make a great podcast, and Ruby often changes things as she’s gone along. Even presentation is vital.

“Choose a nice font and choose good music,” Ruby says. “Try to make your feed look aesthetic so people want to look at it.”

Coping with shifts and being flexible is a necessity. Laura recently moved jobs from a producer at The News Agents podcast, to a politics podcast producer at Sky News. She explains that in different jobs, different platforms are used.

“There will be a lot of trial and error,” Laura says. “YouTube is really investing in podcasts. You can see the numbers and how many people are engaging.”

“The algorithm will algorithm,” laughs Ruby. “Replicate what works.”

Header image courtesy of News Associates