In Defense of Journalism: An Appeal to the Podcast Industry

Most Americans don’t even know what the “Fourth Estate” means anymore. The idea that journalism should serve as a check on power has been slowly eroding over decades. Traditional media is highly mistrusted from all sides. Reporters who still show up to a newsroom are spread too thin to effectively investigate their stories, and local news has become irrelevant where it still exists. The comments section of social media has become a rich source for American zeitgeist. 

In fact, the most influential voices shaping public understanding are podcasters, YouTubers, and social media celebrities with loyal audiences and zero obligation to inform responsibly. This shift has been a death by a thousand cuts.  

We can trace it back to 1987, when the FCC repealed the Fairness Doctrine, a policy that once required broadcasters to air opposing views on public issues. It wasn’t perfect, but it stood for something we’ve since lost: the belief that media had a civic duty. That if you held a microphone, you had a responsibility to use it in service of the public. 

As that expectation withered away, it made room for partisan talk radio, cable news as entertainment, and eventually, an algorithm-driven culture of salacious clickbait and misinformation built to provoke, and then cement our polarized views. 

Cut to 2025, public media is officially losing federal funding for real this time. Journalism is now so underfunded it’s barely recognized as a professional field, much less the hallmark of a healthy, functioning democracy. Independent journalists are living on Top Ramen and Red Bull while influencers receive their Red Bull for free along with a fat sponsorship deal. The public has lost the ability to sniff-test the difference between a strong and convincing, but heavily one-sided opinion, and a fairly laid out fact-based story. Or maybe the public has lost interest in the difference.   

The hardest truth is we are tearing up systems that future generations will still be working to repair (if they get the chance). And one of the most powerful tools we have right now to slow or correct the damage is sitting in our ears: podcasting. 

Podcasting is a $7 billion global industry enjoyed by more than half the U.S. population. It’s the most trusted medium in America*. More than traditional news. More than social media. And it’s personal: one voice, one listener, undivided attention on a recurring basis. 

We’ve already seen podcasting shape real-world outcomes. Serial’s first season, a gateway podcast for many, helped spark renewed legal action in the Adnan Syed case. In the Dark brought national attention to Curtis Flowers’ wrongful conviction and played a part in his exoneration. Pod Save America has mobilized voters, raised millions for candidates, and turned passive listeners into active participants. 

But here inside the podcast industry, most of the conversation still revolves around ad tech, branded content, and video strategy. Those things do matter – we have to prove value to be taken seriously. We are fortunate that entertainers and influencers have built huge audiences here, they’ve brought in real money and credibility.  That’s not a bad thing. They’ve teed up this momentous opportunity. 

And, I believe we have a bigger calling right now. If we allow podcasting to follow the same arc as cable news drifting toward sweaty bravado, cozy, warmly lit studios, and not a lot else, we’ll squander one of the last, best chances we have to build something better. 

If that model becomes the model, and we keep chasing attention for dollars, we’ll end up in the same ditch traditional media did. And history will have taught us nothing. We need to treat podcasting like the civic infrastructure it’s already becoming before we miss the biggest play of all: podcasting as infrastructure for a functioning democracy. 

This moment is historic and all it’s ours. Ours to lose. 

The Call: This Industry Has Work to Do 

Looking at where this industry has come with clear eyes, it’s more than marketing, or entertainment. It’s civic infrastructure with the strength to hold power to account.  

Every day, podcasts are shaping how people see the world. What they believe. Who they trust. How they vote. That comes with real consequences and real responsibility. 

This is our moment as an industry and we can’t afford not to take it. 

I assert we have some meaningful work ahead: 

• Podcast players — Spotify, Apple, YouTube, and others — need to recognize the power they hold. These companies are no longer just distributors. They are the new front page. What they choose to promote, categorize, and surface shapes public understanding. If entertainment, influence, and journalism are all living in the same feed, then players should help audiences understand the difference. Categorize intentionally. Elevate transparency. Give civic-minded content a chance to compete. 

• When we’re pitching funders or sponsors, stop leading with downloads. Lead with purpose. We need to show them the power their money holds — to inform, to activate, to build trust. We need to stop treating podcast funding like a media buy and start treating it like what it is: an investment in public impact. If we want different outcomes, we need to make a different case. 

• Agencies and production teams need to push their clients to think bigger. When making a podcast for a brand, a nonprofit, or a public institution make it matter. It will attract the right audiences and build stronger affinity, so it’s not just doing good, it’s also doing well.  

• Independent creators and journalists need real support. That means funding, distribution, legal protection, and audience growth strategies that aren’t financially out of reach. They’re doing some of the most important work in this medium, and they’re doing it on a shoestring, and at real risk to their safety.  

• We've made great strides in recent years with strong research on who listens and how they listen thanks to groups like Sounds Profitable, Signal Hill, and Edison Research. What we need more of is research that tracks how podcasts influence civic understanding, voter behavior, and public trust in journalism. To legitimize and sustain our position as a pillar of democratic infrastructure, we’ll need to standardize what we’re measuring and how we report it. 

• And all of us — anyone working inside this industry — need to protect the trust we’ve earned. Because once it’s gone, we don’t get it back. 

We have everything we need to rise up and meet this moment head on, we just need to muster the will and organize ourselves to make it happen. Who’s in? 

* https://www.pewresearch.org/journalism/2023/04/18/podcasts-as-a-source-of-news-and-information/ 

https://www.irishtimes.com/world/us/2024/11/30/america-letter-podcast-giant-joe-rogan-may-have-played-key-role-in-us-elections/ 

https://signalhillinsights.com/the-news-podcast-audience-hits-a-new-high/ 

Power of Podcasts for Politics

The 2024 presidential election is proving what many of us in the podcasting world have known for a while: podcasts are no longer only an alternative to traditional media—they are the medium for deep, influential conversations. Both Presidential candidates are leaning into podcasts more than legacy media because they recognize the unique power of audio storytelling to engage listeners on a meaningful level.

Why Are Candidates Turning to Podcasts?

In an election cycle, messaging is everything. Traditional media—while still influential—can be limiting, focusing on quick soundbites and fast news cycles. Podcasts, on the other hand, offer something different: uninterrupted, immersive conversations. They allow politicians to not only communicate but also connect with audiences. It’s no wonder that candidates are using this platform to cultivate more authentic relationships with voters. A podcast gives them the space to dive deeper into policy issues, personal stories, and values, building trust in a way that headlines or press releases simply can't.

Listeners as Ambassadors

But podcasts aren’t just about passive consumption. What makes this medium truly powerful is how it transforms listeners into advocates. According to the Pew Research Center, two-thirds of podcast listeners discuss the content they hear with others, reinforcing messages through personal conversations. These discussions help listeners develop language around the issues that matter to them. Whether it’s a political message or a brand story, listeners become more than just an audience—they become ambassadors, spreading ideas and shaping narratives within their own networks.

Trust, Narrative, and Influence

Campaigns that successfully leverage podcasts understand that trust and narrative go hand in hand. Trust is built when listeners feel that the conversation respects their intelligence and time. Once trust is established, narratives become sticky—listeners not only remember them but also feel empowered to share them. In fact, nearly half of podcast listeners say they’ve made lifestyle changes or engaged with a cause based on what they heard in a podcast.

Imagine the possibilities for your brand if you could harness the same kind of influence. By creating podcasts that educate, entertain, and connect with your audience, you equip them with the language and insight they need to become advocates for your brand, story, message or campaign platform.

The Future of Influence Is Here

The shift toward podcasts in the 2024 election is more than a trend—it’s a signal. The future of influence lies in long-form, thoughtful conversations that connect on a deeper level. Whether you're a political campaign or a brand looking to build loyalty, the key to influence isn't just being heard—it’s empowering your audience to carry your message forward.

This election shows us that podcasts aren't just good marketing—they're a strategic imperative. It’s time to rethink how you connect with your audience. Because when it’s done right, podcasting works!

6 Reasons Your Mission-Driven Organization Needs a Podcast

Advance Your Organizational Goals with a Podcast

by Carmen Elena Mitchell, Larj Media Marketing Director

A good story is one that gets repeated over dinner with friends. A really good story can change lives.

If you work for a nonprofit or a cause-based organization, you’re probably already well-versed in the art of storytelling. It’s how you engage donors and inspire volunteers. It’s the way you facilitate a broader conversation about the communities you serve and educate the public about the great work you do. It’s what allows your organization to grow, connect with potential partners and build something that brings meaning to people’s lives.

For many organizations, the “go-to” medium for storytelling is video. And yes, video can be an incredibly powerful tool. It can also be cost-prohibitive, and its impact is often limited to a single fundraising event or a brief flurry of excitement on social media.

Andrea Learned, host of Living Change: A Quest for Climate Leadership, interviews climate influencer John Richards at his vegan bar Life On Mars in Seattle

Podcasting offers something entirely different: long-form, immersive storytelling with the potential to connect deeply with listeners. People come to podcasts, not just for entertainment or bite-sized, feel-good moments, but to learn more about their world and themselves.

 And if you tell a really good story, they’ll come back for more.

 Podcasts also stand apart from the other content that’s part of your current outreach mix in several important ways:

1. An Engaging Experience for Your Audience: Podcasts, which average an 80% listen-through rate (compared to video which sees a 50% drop off rate) offer an immersive way for your audience to connect with your content. Listeners tend to tune in during their commutes, workouts, or while doing chores, making it easy for them to engage with your message.

2. Sustainable Content: Unlike periodic fundraising events, podcasts have a lasting presence and can sustains your donors’ interest throughout the year. Also, once episodes are published, they continue to be accessible to your audience indefinitely, unlike other forms of content that may get buried in the never-ending scroll of social media.  

3. Global Reach: Podcasts have no borders! Listeners can tune in from anywhere in the world, allowing your organization to expand its impact and influence far beyond geographical boundaries.

4. Creative Flexibility: Podcasting provides creative freedom, especially for organizations with budget constraints. You can experiment with various formats, styles, and tones to find what resonates best with your audience. Whether it's interviews, immersive storytelling about your organization’s impact, or expert panel discussions, you have the flexibility to mold your content to suit your objectives.

5. Community Building: Podcast interviews can serve as a dynamic platform for creating partnerships and networking opportunities with other organizations. By collaborating with like-minded entities, you can amplify your reach and impact while fostering a sense of community around your cause.

6. Re-purposable Content: Podcasts are a goldmine for repurposing content. You can extract valuable snippets for social media posts, blog articles, newsletters, or even republish episodes with updated insights or commentary.

So, let your organization's voice be heard in this exciting and ever-expanding digital soundscape.  Need more inspiration? Check out our list of 22 Non-Profit & Cause Based Podcasts to Inspire You.

And if you’re looking for a producing partner, give us a shout!

22 Non-Profit & Cause Based Podcasts to Inspire You

Podcast offer a unique opportunity to advance your organization’s mission

In today’s busy digital landscape, telling your organization’s story in a compelling way is crucial for advancing your mission – and podcasting is emerging as a powerful tool for just that. Whether you aim to educate stakeholders, share the stories of the communities you serve, or foster connections within your field of service, podcasts offer an unparalleled platform for engagement and impact. 

Here’s a list of some of our favorite podcasts from a diverse array of non-profits, cause-based organizations and change-makers. These podcasts not only embrace the medium but excel in using it to drive change, amplify voices, and build bridges of understanding. Thank you to Elaine Appleton of Podcast Allies, LLC for her article in Tech Soup.

Dr. Rachel Gerson at the Larj Media studio records an episode of Tunnel of Truth: True Reports on Gender and Race in the Reading Room.

1. Alzheimer’s Association / Listen Line

   Many people delay having a conversation with their loved ones about Alzheimer’s, missing out on several medical, emotional, financial and social benefits of an early diagnosis. This “mini-podcast” features celebrity stories discussing the importance and benefits of having an early conversation with loved ones about Alzheimer’s. 

2. ACLU / At Liberty Podcast

   A weekly podcast that explores the most pressing civil rights and civil liberties questions of our time.

3. American Cancer Society / Theory Lab

   American Cancer Society scientists and grantees discuss the most critical questions in cancer research -- in language that we can all understand.

4. The B-team /10x Bolder

   A conversation-based podcast series produced by Larj Media exploring how leaders align values with influence. Whether creating opportunities for refugees, implementing ‘open hiring’ practices, or corralling heads of state toward greater climate ambition, these leaders’ stories offer honesty, inspiration and insights for current and emerging business leaders alike. 10x Bolder is hosted by Halla Tómasdóttir, CEO of The B Team.

5. Dana-Farber Cancer Institute / Unraveled

   This narrative podcast that explores the mysteries of the science of cancer. Veteran broadcaster Ken Shulman digs into the cutting-edge science that is transforming cancer research and providing hope for scientists and cancer patients.

6. Design Museum Foundation/ Design is Everywhere

   This podcast features stories of people and organizations using design to make an impact and change the world. Host Sam Aquillano discusses topics with guests across the Design Museum’s 12 Impact Areas: Vibrant Cities, Healthcare, Social Impact, Workplace Innovation, Play, Sustainability, Education, Data Visualization, Entrepreneurship, Diversity, Business, and Civic Innovation.

7. Doctors Without Borders / Everyday Emergency

   A podcast by Médecins Sans Frontières / Doctors Without Borders (MSF) bringing you true stories from people on the frontline of humanitarian emergencies across the world.

8. Georgetown Institute for Women, Peace and Security / Seeking Peace

   A podcast that explores the role of women around the world in bringing lasting peace to their communities. Episodes explore the roles women play in their local communities, in peace negotiations, in politics and more.

9. Humane Society / Humane Voices

   Love and compassion for animals can bring everyone together. "Humane Voices" explores the issues facing animals, interviews worldwide animal experts and discusses what you can do to get involved and help. If you care about the welfare of animals, or have a special pet or two in your life, this is the nonprofit podcast for you.

10. Larj Media/ Living Change: A Quest For Climate Leadership

    The global climate emergency demands bolder leadership. Climate influence catalyst, Andrea Learned, is on a campaign to help leaders get louder, and prouder, about how their personal values influence their work and drive climate impact.  

11. Larj Media / Nobody Should Believe Me

    This podcast, which was originally conceived of as an awareness campaign, explores the underreported and often mischaracterized crime of Medical Child Abuse (a.k.a “Munchausen by proxy”), a crime in which caregivers feigning, exaggerating, or inducing illness in their child for the purpose of receiving attention and sympathy. Nobody Should Believe Me goes beyond the headlines to explore the cultural context in which these crimes occur, talking to family members, leading Medical Child Abuse experts and a woman who spent 10 years in prison for the abuse.

12. Lower East Side Girls Club of NY / WGRL NYC

    WGRL (Where Girl Radio Lives) is an girl-powered online radio station and podcast series based out of The Lower Eastside Girls Club of New York, in NYC. Trained in the art of radio journalism and engineering by professionals in the field, led by Kelly Webb of the Sweet Spot and Jeannie Hopper of Liquid Sound Lounge and WBAI, the young reporters cover a wide variety of stories, including interviews with celebrities, community activists, musicians, politicians, fashionistas and powerful women in just about every walk of life.

13. NAMI / Hope Starts with Us

    NAMI CEO Daniel H. Gillison Jr. brings important mental health topics to light, one conversation at a time. Hope starts with us sharing our stories. Hope starts with us breaking the stigma. Hope starts with us sharing resources and practical advice. If you or a loved one is struggling with a mental health condition and are looking for hope, this podcast is for you.

14. NAMI / You are Not Alone: Voices of Recovery

    Based on the USA Today national bestseller “You Are Not Alone: The NAMI Guide to Navigating Mental Health,” by NAMI Chief Medical Officer Ken Duckworth, M.D., this series draws from among more than 100 interviews conducted by Dr. Duckworth for the book, showcasing real people sharing authentic stories of their mental health journeys.

15. Nick Hanauer / Pitchfork Economics

     Any society that allows itself to become radically unequal eventually collapses into an uprising or a police state—or both. Join venture capitalist Nick Hanauer and some of the world’s leading economic and political thinkers in an exploration of who gets what and why. Turns out, everything you learned about economics is wrong. And if we don’t do something about rising inequality, the pitchforks are coming. Produced by Larj Media.

16. Southern Poverty Law Center / Sound Like Hate

    A podcast from the Southern Poverty Law Center that tells the stories of people and communities grappling with hate and searching for solutions. You will meet people who have been personally impacted by hate, hear their voices and be immersed in the sounds of their world. And, you will learn about the power of people to change – or to succumb to their worst instincts. Sounds Like Hate was nominated for two People’s Voice Webby awards in 2022.

17. St Jude Children’s Hospital / St Jude Stories Lives Podcast

    St. Jude Storied Lives brings you intimate conversations with the patients and families of St. Jude Children’s Research Hospital. It’s hosted by Joel Alsup. He was diagnosed with osteosarcoma, a type of bone cancer, when he was 7 years old. He was treated at St. Jude in the 1980s. Joel now works at ALSAC, the fundraising and awareness organization for St. Jude, on the team that shares stories about patients and their families.

18. Smithsonian / Articulated: Dispatches from the Archives of American Art

    Since 1958, the Archives of American Art’s oral history program has preserved the distinct voices and human memory of the American art world in more than 2,500 interviews. Articulated draws on those interviews of the famous and the forgotten, featuring firsthand accounts from artists, dealers, writers, and other key figures, in dialogue with today’s thought leaders. Their expansive conversations and often surprising memories challenge us to see the world and our shared history in new and unimagined ways.

19. Washington State Radiological Society / Tunnel of Truth

    Storytelling creates connection and compassion and gives rise to a shared experience that builds mutual understanding. In the Tunnel of Truth podcast produced by Larj Media, Dr. Rachel Gerson joins physicians of diverse backgrounds as they reveal their personal experiences, challenges and triumphs along their professional journey in Radiology.

20. Unicef / Hidden Heroes

    In this eight-episode podcast series, travel the globe to meet women and girls taking a stand against gender injustice – and saving lives along the way. Join host Beth Murphy for intimate conversations with these hidden heroes of the COVID-19 pandemic. Each episode is followed by a “deep dive” companion piece, in which experts in equality and public health help us better understand the forces driving harmful practices, violence and other rights violations worldwide.

21. Urbanist Media / Urban Roots

    Urban Roots is hosted by Deqah Hussein (historic preservationist and urban planner) and Vanessa Quirk (journalist and producer). Urban Roots is a podcast that takes a deep dive into little known stories from urban history. It’s brought to you by Urbanist Media, an anti-racist community preservation organization.

22. World Wildlife Life Fund / Nature Breaking

    Welcome to Nature Breaking, a World Wildlife Fund (WWF) podcast focused on news and trends affecting our natural world, and the people and species that call it home. This show helps listeners make sense of today’s big environmental headlines by showcasing the incredible array of experts at WWF. Listeners will hear from scientists focused on climate change, oceans, rivers, and wildlife, as well as engineers, technical advisers, and field conservationists working with Indigenous communities, businesses, and other stakeholders to keep nature intact. So if you’ve ever found yourself asking, “What’s a Climate COP?” or, “why does it seem like floods are getting worse and worse,” then this is the podcast for you. 

Larj Media is a full-service creative podcast production agency serving brands, change makers and thought leaders. We’re here to help you reach and inspire your target audience through high-quality and compelling audience-specific content.

ROI on Branded Podcasts

Why Your Brand Needs Its Own Show

By Carmen Elena Mitchell, Larj Media Marketing Director

A branded podcast is fundamentally different than the other content in your marketing mix. It’s not just another piece of content floating by on a lazy river of posts, reels, and infographics, hoping to catch your customers’ eyes. Podcasts create a uniquely powerful opportunity to shape brand perception through engaging storytelling.

A branded podcast is an opportunity to talk directly to your customers (current and future) in a deeply immersive way for 20-30 minutes at a time while simultaneously generating a fountain of branded content you need to reach your customer base. By consistently publishing high-quality episodes over time, your brand can build trust and loyalty with your target audience.

So, what’s the ROI on a branded podcast? And what metrics do we use to measure success? These are probably the top two questions we get asked by prospective clients.

Here’s what ROI can look like for six different business goals:

1.  Build Brand Trust

   According to the Edelman Trust Barometer the demand for “brand trust” is on the rise, with 71% of all consumers saying that it is more important to trust brands than ever before. Gen Z sets the bar for brands even higher. Of those surveyed, 79% said cited brand trust as a key factor and 62% assume that a brand is “doing nothing or hiding something” if a brand doesn’t communicate its actions to address societal issues.

   Considering that a podcast is an invitation for your target audience to spend 30-40 minutes intimately with you week after week, it’s a beautiful opportunity to give them a gift. Whether you’re sharing the story of how a product got made or highlighting how companies in your industry are innovating to mitigate environmental impact, by using your podcast to tell stories that align with your customer’s values, you demonstrate that your brand is about more than just the bottom line.

2. Brand Awareness & Favorability

   The very nature of how podcasts are consumed—with the host's voice in the listener's ears for 30-40 minutes at a time—fosters a sense of intimacy and connection with both the host and the brand they represent. Moreover, people listening to podcasts are typically engaged in non-mentally demanding activities (commuting, exercising or housework), giving you their undivided attention, which, in turn allows for deeper engagement.

   Statistics show that 80% of U.S. podcast users surveyed listened to all or most of each podcast episode. Compare that to video which has an average drop off rate of 50%.

3. Customer Engagement

   Podcast audiences by and large are educated, well-off consumers. They tend to be curious types who want to learn more. This makes them more likely to respond to a call-to-action in the form of website visits, social media discussion, or recommending the show to a friend.

   So, ask yourself, “what do you want your listeners to do after they take their ear buds out of their ears?” Do you want them to head to your Facebook or Instagram page to engage with other listeners? Do you want them to head straight to your website to learn more about your offerings? Do you want them to subscribe to your newsletter? Buy your book?  Podcast listeners are always hungry for more information and will follow your lead with minimal prompting.

   Check out our case study from Seattle Deign Center to see how a brand can use their podcast to drive more traffic to their website.

4. Generate content across your media channels

   Feeding the social media content machine and creating SEO rich content for the website are  evergreen goals for most businesses. A branded podcast can help check both these boxes. Thanks to AI, you can now upload your episode and generate unique branded content instantly in the form of blogs, quote cards, audiograms and video. For more on this subject check out Repurposing Your Podcast: 6 Ways to Get the Most out of Your Kick-Ass Content and read the latest on AI tools you can use to generate new content from your podcasts

5. Demonstrate Thought Leadership

   Position your executive team as thought leaders by having them deliver industry insights, best practices, and career advice via your podcast. By consistently providing valuable content, you’re gaining your audience’s respect and trust and, at the same time, demonstrating your brand’s expertise your field.

6. Recruit Talent and/or Inspire and Motivate Current Employees

   Capture the attention of prospective talent and generate interest in working for your company by showcasing your company's expertise, culture, and values. By featuring interviews with employees who have benefited from mentorship programs, or advanced professionally because innovation opportunities, you can showcase your commitment to employee growth and development.

   For current employees, a podcast can provide a platform to share industry trends and thought-provoking content related to their work. By featuring internal experts, leadership interviews, and employee success stories, you can inspire and motivate your workforce. (For more on this subject check out 5 Reasons Why Your Internal Comms Should Be a Podcast)

7.  Increase Revenue

   The goal of a branded podcast is primarily about building affinity, engagement and customer loyalty with your audience. Direct revenue is a longer game, but it will pay off decidedly for brands who get it right.

How do you measure podcast ROI?

The most basic metric that people obsess over when it comes to podcasting is number of downloads. However, for a branded podcast what we’re really interested is the impact on your brand. Here are the metrics that will help you determine whether your podcast is having a positive impact on your brand:

• Time spent listening/episode completion rate

• Positive mentions or increased activity on social

• Number of positive reviews of the show

• Impact on website traffic after show launch

• Sign-ups for mailing list

It may take several months to see traction with a branded podcast, but with consistent publishing schedule and a solid marketing strategy in place, you should be able to see your audience grow over time and stick with you. Podcast publishing platforms provide analytics that will give you a thorough sense of whether or not you are reaching your target demo, and Google analytics will help you see where you traffic to your website is coming from. Tools like Hootsuite allow you to measure “brand sentiment” and track positive mentions.

We recommend doing a baseline check of your brand’s health before you launch your podcast and monitor throughout your first season.

Some examples of branded podcasts done right:

Red Bull - The Red Bulletin podcast tells stories of interesting people and extreme sports athletes. By focusing on narratives related to adventure and exploration, they align with Red Bull's energetic brand image.

Casper - Inside Casper shares stories that aim to improve sleep and overall wellbeing. As a company selling mattresses and bedding, Casper uses the podcast to position themselves as sleep experts.

LinkedIn - The LinkedIn Podcast features stories of professional growth and workplace culture. They aim to inspire professionals which connects to LinkedIn's mission of helping people be more productive and successful.

Patagonia - patagonia.com features a podcast section telling stories aligned with their environmental mission. Topics focus on sustainability, protecting public lands, and responsible business practices.

 Have more questions about starting a podcast for your brand or business? Give us a shout! 

Why We Became a Certified Women Owned Podcast Agency

By Joelle Nole, Larj Media Managing Director

This June, Larj reached an exciting achievement by becoming a Certified Women-Owned business. As soon as we began spreading the word, the question everyone asked was “Why did you need to get certified?” Fair question.

The most obvious answer is that certification comes with benefits, like increased access to government and corporate contracts, lending visibility and credibility in an increasingly competitive market.

Businesses owned by economically disadvantaged entrepreneurs are typically boot strapped and don’t have the resources to invest in marketing campaigns that spur the kind of growth their competitors typically have access to. So, it helps to be listed in places where clients are looking.

But better than asking “Why certify?” is asking the question, “Why should I do business with a Certified Woman-Owned company?”

Larj Media Managing Director Joelle Nole and Founder & Chief Creative Office Tina Nole

Diversifying your vendor list by adding women and minority-owned businesses is wise if you’re interested in remaining competitive in an ever-changing market because they bring perspective and experience that makes your business more resilient as you adapt and innovate.  And, diversity is being increasingly sought after by larger brands needing to demonstrate how they’re walking their talk when it comes to mission and values – both to their customers and their employees.

But why a “Certified” woman/minority owned business?

First, businesses aren’t prevented from claiming that they are woman or minority owned, even if that’s a stretch of the truth. Plenty of highly well-funded white-male boards are happy to make a few token hires and claim that status by labeling it so on the website using images of teams and employee headshots. Gross, but “all’s fair in war and business,” as they say.

The certification process itself is very rigorous, requiring businesses to meet specific standards and criteria around financials, operations, and customer service. The process includes reviews of tax filing, balance sheets, security, legal and insurance compliance documentation, notarized affidavits of net worth, as well as examples of client contracts and work. Not to mention the actual birth certificate of the business owner and a lengthy in-person interview.

That means you can expect an inherent level of high quality right out of the gate from any certified business. It also means that the business can support the work and deliver on the contract, and that the business has financial solvency to handle the loss of a large contract without having that deal wipe them out.

All this to say, working with a Certified woman/minority owned business is not just doing good, it’s doing smart, savvy, good business. 

AI Podcast Blog 2.0

New and improved AI-generated image courtesy of Dall-e.

by Tina Nole, Larj Media Founder and Chief Creative Officer

As the ever-changing world of AI continues to blow my mind and frustrate the hell out of me, I am back with an update about the tools I covered in my last blog: AI and Podcasting: The Beginning of a Beautiful Friendship?   

Capsho updates:

Capsho continues to lead the pack in terms of its potential to streamline podcast post production and promotion. They just released a rather giant upgrade to the tool.  As of my last missive, Capsho didn’t include video among their offerings (though I predicted they would) but all that has changed with the latest update. Capsho has split their offerings in two:  Capsho Copy Studio is essentially what used to be Capsho 1.0 with the addition of Blogs and Capsho Creative Studio which is their video solution. As I’m writing, I am attempting to learn more about it and in true AI form it is not working* (I tried it in both Chrome & Safari). Alas, here’s a brief encapsulation of the new features and what it would do if it were up and running properly: 

Soundbites: generates short video worthy sections from your podcast in three different categories:  

• Raise Awareness – soundbites that will raise awareness for new audiences 

• Get Listens and Views – soundbites that will entice an audience to click through to watch or listen to the show 

• Get Engagement – soundbites that will attract an audience to like, react or comment on your show 

 Segments: Generates three Segments (though it’s not working for me so I can’t tell how these differ from Soundbites) 

Script Generator: This will generate a script for you to record as an intro/outro for the sound bite or segment Capsho generated.  

Potent Quotables: generates four quotes per category from your content. This is also offered in Copy Studio so I’m not sure why they’re located here too.   

• Epiphany  

• Motivational 

• Promotional 

• Story 

• Topic 

I love that Capsho provides the categories for you rather than making you figure out Chat GPT prompts. This is unique features is the thing that I feel is what sets Capsho apart from other tools and makes it incredibly easy to use. 

The newest feature in Capsho’s Copy Studio appears to just be the addition of Blog Posts.  

Blog Posts: allows you to create three types of blog posts in different categories. 

• Listicle 

• How To 

• Q&A  

In addition to the new studio features, Capsho has updated the way it allows you to import your audio. In 1.0 you could only upload one episode at a time, now with Capsho 2.0 you’re able to upload several episodes simultaneously which saves a lot of time. You can also give each show a tone of voice and save it inside a folder. This is a fantastic upgrade for companies like mine that are managing several shows at a time.  

In terms of price, you can combine both the Creative & Copy Studio for $79 a month. I’m not sure why they’d separate them, but I guess if you didn’t want video (which seems short sighted) then you might not want to pay for it - you can separate them for $49 respectively.  To be clear though, if you have already been using Capsho you will have to totally redo all the work you’ve done if you want to enable 2.0. I’m shocked they didn’t just allow the back catalogue access to the new features, makes zero sense to me… alas.  

*I found out why Creative Studio wasn’t working for me. I tried to use it on an episode I had uploaded before they upgraded to 2.0. I didn’t get a warning or error message, it just pretended to be working and didn’t generate any content (after 20 minutes) – which is either a bug or giant mistake. After talking with their tech support, I was issued an apology and a promise that they’d gray out the options so it wouldn’t be confusing (to date the option is still there and not grayed out – so don’t waste your time if you have episodes already loaded, you’ll have to reload them and use another credit). 

A few new things Capsho is teasing: 

Images: They are releasing a new feature that will allow users to upload images (I hope they do this for video as well, but so far, I’m not seeing it).  

Capsho Guest: This feature will allow your guests to share content generated by AI. Currently, we have to custom-create this type of content, so having a template will be useful. This feature will allow guests to pull out content specific to what they said on the show – which will be handy for promotional purposes. 

Other tools I’m keeping my eye on: 

Swell AI seems to have slowed its development and doesn’t appear to be homing in on video at this time. However, it has added a new Keyword Writer feature that creates SEO optimized blog posts using imported key words. I attempted to use this feature but was thrown off a bit when I was prompted to import a word file or PDF. I didn’t understand where that would originally come from, so that’s as far as I got.    

Momento AI has improved its segment/video making interface. Unfortunately, it wouldn’t work for me, so it doesn’t get a review today. I guess, Capsho for the win?!  

I promised to update you on Adobe’s Shasta and though they are nowhere near where Descript is, I am incredibly impressed by what it’s able to do, particularly when it comes to improving audio quality.  Shasta’s Advanced Speech is AHMAZING! It makes voice recordings sound as if they’re recorded in an actual studio (you can upload up to three hours of audio). We tried it out with some mediocre audio, and it fixed it up instantly! It’s still free so if you have any audio you need cleaned up check it out.  

Descript’s new AI addition is bonkers. They’ve added a new feature called AI Eye Contact for video. This AI allows you to upload a video in which you are reading from a script and generate a version of your video that gives the appearance of you looking directly into the camera. It removes the back-and-forth motion your eyes do when reading!   

They’ve also officially launched Voices, a feature that generates text-to-speech audio by cloning your voice (or anyone you get permission from). I’m still playing with it but if you want to check it out you can find it here.   

As you can see, the AI landscape is ever evolving daily and quite overwhelming. We’re experimenting with it every day and will soon be publishing a lot of new content related to our show Peaceful Exit.  I’ll write up how it’s impacting listenership in a coming episode!  

It’s worth noting that because these tools are so new they can be tough to get used to and feel overwhelming. Capsho (and I’m NOT being paid by Capsho – I’m just spending a lot of time with that particular tool) has created a thriving community for independent creators. There’s a Heartbeat channel, which operates a lot like Slack with community discussions, resources, contests and access to the creators. This builds some confidence around their intentional development. All to say, they’re listening and adapting and providing a lot of resources for you if you chose to dive in.  

NOTE: I do have an affiliate link for Capsho should you chose to use it. I just get a credit, but no pressure. 

AI and Podcasting: The beginning of a beautiful friendship?

by Tina Nole, Larj Media Founder and Chief Creative Officer

I’ve been going deep on AI over the past six months. Things have been changing so fast, and this is the first moment I’ve had to stop, reflect, and share. Like most everyone else, I’m overwhelmed! But I’m also inspired, optimistic and, sure, slightly freaked out.  

Image courtesy of DALL-E 2 AI

For the podcast industry, AI holds a lot of promise in pre-production, postproduction and for creating podcast promotional content. I’m turning over rocks non-stop! So, this is the first of a regular post on all-things-AI in the podcast industry. 

Here’s my current thought process about how we start to integrate AI into our workflow, what the present limitations are and what, I hope, the future will hold: 

Podcast Pre-Production 

Tools: ChatGPT 

• An efficient way to summarize the initial premise for a podcast or individual episodes, ChatGPT could be a useful tool to help producers discover narrative story structure. 

• By kickstarting the brain-storming process with feedback and suggestions, ChatGPT could help to refine and improve ideas.  

• ChatGPT could also be a great resource for research, however its data-sourcing only goes up to 2021 so it requires some vigilant fact-checking. 

Podcast Production 

Tools: Descript, Adobe Project Shasta

Editing text through platforms like Descript has been a game changer for the industry and continues to evolve. It’s already making it easier to collaborate with the whole creative team and has leveled the playing field for those who are less technically inclined.  

·       The upcoming changes in Descript will completely overhaul our workflow and create a more efficient way of doing some of the detailed editing work. But even now, In its current iteration, this tool can remove the “um’s” and “ahs” in one keystroke and identify and clean up pauses. The ongoing evolution of these kinds of platforms will make the initial pass through an audio edit immediate – paving the way for creative editors to layer in sound and further expand the “theater of the mind” experience for listeners. 

·       The ability to regenerate audio is another significant advance.  By highlighting a sentence or two and having AI regenerate the audio, we now have the capability to remove background noise and/or make a statement more succinct without having to re-record or completely scrap a great piece of audio. Facing this problem used to be a trade-off between quality and cost/time – that’s no longer the case. 

·       Descript's Overdub lets you create a text-to-speech model of your voice or select stock voices. Instead of having a host come back into the studio to do pickups, the overdub feature allows editors to correct or add in audio with the host's voice. 

·       Adobe’s Project Shasta has a lot of the features Descript offers plus, remote recording, ai powered audio and more (I’ll get into that in an upcoming blog post). They also offer a feature that can turn poor sound quality into broadcast quality sound in minutes. In the near future there will be zero excuses for poor quality.  

Podcast Post-Production & Discoverability 

Tools:  CapSho, Swell AI, Momento  

The ability to create post-production assets using the AI transcript has opened up a whole new world. This ability allows us to build an entire platform around a podcast in the most efficient way possible.  In minutes these tools spit out a host of promotional assets including and not limited to:  

• Episode Titles 

• Episode Descriptions  

• Show Notes 

• Facebook / Instagram Promotional, Engagement & Educational Captions 

• LinkedIn, posts and articles 

• Tweets of all flavors 

• TikTok posts 

• Emails 

• Blog Posts 

• Quotes curated from the episode  

• YouTube Descriptions 

• Transcripts 

• Episode summaries timestamped 

Here’s a quick review of the tools that are currently on my virtual workbench (more coming on the scene everyday): 

Capsho: Great interface, easy to use and doesn’t have complicated ChatGPT plug-ins (not yet anyway). Capsho simply spits out 4 options for each piece of content:  4 titles, 4 summaries, 4 social media posts etc. It's an efficient way to get started because it quickly rids you of the blank page syndrome and though you can edit the content there isn’t an option to ask the AI to regenerate on== its output. You only get to choose from the 4 options it generates. I like this because it saves me from the rabbit hole of endlessly perfecting.  

Momento: Unlike Capsho Momento uses more ChatGPT functionality allowing you to be more creative as you build out show notes, social posts etc.  Momento also has the ability to create short videos from audio. This makes for quick and easy audiograms using key moments from your podcast episode. One thing I love about Momento is that it’s very user-friendly and has a whole library of prompts to play with and essentially helps you learn how to use it by suggesting various prompts while also allowing you to create your own. From there, you can publish social content directly from the tool, which is a nice feature. 

On the down side, Momento has a lengthy URL that makes it hard (studio.momento.fm) to find and the interface is pretty rugged, so this tool requires a more seasoned AI user to get the most out of it, though in the end it is more robust than the other tools I’m playing with. 

SwellAI: Very similar to Momento but without video capability and much smoother user experience. Swell offers content templates you can seamlessly integrate into the post-production process with customizable content blocks and a ChatGPT tool.   

Something I haven’t seen anywhere else is SwellAI’s feature that can be integrated into a website, allowing listeners to ask questions and engage with a podcast through AI. Swell provides an embed code so you can use this tool on the podcast’s landing page allowing for more engagement.  Swell also has a feature in beta right now that generates and exports multiple blog posts from a list of keywords in your podcast and once created, Swell will write an SEO optimized blog post for each keyword. That will go a long way for discoverability.  

Here’s what’s on my AI podcast wish list: An all-in-one solution that supports the entire production workflow from pre-production to promotion. Seems Descript is most primed for it at this time. Here’s what I’m dreaming of: 

• Pre-production assistance:  

• Plug raw audio and have the AI summarize the content to help producers with story arcs 

• Chat GPT plugin for research (that’s current to within a day!) 

• Audio quality processing (like Adobe Mic Check) 

• Text-to-audio editing: Everything Descript does now, including Overdub and what they revealed in their recent announcement. 

• Post-Production asset creation 

• Automatic publishing to all podcast platforms so essentially marries Megaphone with Descript and Memento or Swell AI etc. 

All the tools I’ve mentioned come with a lot of bugs, which for now is simply part of the experience - mostly because of the rapidly changing features.  

I’m excited about this budding relationship and look forward to what’s next. So much is on the horizon, in fact Capsho will celebrate its 1-year anniversary this week when they’ll release more features and Descript announced last week some incredible advancements – here's that video.  More to come!  

Coming up: 

• I’ll take a look at this new tool that appears to be a one stop shop catering to the DIY podcast creator. 

• Adobe’s Project Shasta 

• A review of Descript & Capsho’s new offerings 

New Season of Nobody Should Believe Me Tackles Medical Child Abuse

By Carmen Elena Mitchell, Larj Marketing Director

Seattle, WA June 15, 2023 — Larj Media is excited to announce the release of Nobody Should Believe Me for its highly anticipated second season. 

Hosted by author and victim advocate Andrea Dunlop and produced by Larj Media, Nobody Should Believe Me explores Medical Child Abuse (commonly known as Munchausen by proxy) a crime in which a caregiver feigns, exaggerates, or induces illness in their child for the purpose of receiving attention and sympathy from medical staff, their family, and the community.   

In Season 2, Andrea heads back to Tarrant County, Texas to explore the case of Brittany Phillips, a mother who medically abused her child in plain sight. For years, Brittany lied about her daughter Alyssa’s medical history and symptoms, subjected her to unnecessary medical procedures, and withheld food from her because of alleged gastrointestinal issues. All the while, family members, healthcare providers, and even Child Protective Services struggled with knowing how to stop her. 

“In our first season, we focused on perpetrator Hope Ybarra, this ‘mom next door’ who turned out to be a sophisticated con artist,” explained Andrea, “But everything I thought I knew about the ‘typical offender’ went out the window with the Brittany Phillips case. Everyone around her was concerned for her daughter. The tragedy of this case isn’t that people were fooled, but that, because of how broken the system is, Alyssa endured years of torture at her mother’s hands when everyone knew something was wrong.” 

Brittany’s daughter has since become a vocal advocate for “Alyssa’s Law”, a pending piece of Texas legislation that would make it a crime for a caregiver to lie to a medical professional about a child’s medical history or symptoms for the purpose of obtaining unnecessary medical treatment. 

“We hope this season of Nobody Should Believe Me will help get this important legislation passed,” continued Andrea, “and set the stage for laws in other states.”  

Fans of Season 1 will be happy to know that Detective Mike Weber, the lead investigator who helped put Hope Ybarra behind bars, is on the case once again; and we hear from other top experts in the field to help us understand the complexities of this abuse. Andrea will also reveal much more about her own family situation, unpacking the case against her sister that she touched on in Season 1.  

“We are thrilled to bring back Nobody Should Believe Me for a second season," said Larj Media Founder and Chief Creative Officer, Tina Nole. "With an average of 45,000 downloads per episode our first season got an incredible response. But the numbers only tell part of the story. We’ve heard not just from True Crime fans, but from people directly impacted by Medical Child Abuse, as well health care providers who are often the first line of defense in these cases. Our goal for Season 2 is to push this discussion out further into the mainstream and continue to raise awareness.” 

Since the release of Season 1, Andrea's work on medical child abuse has garnered widespread attention, including features on NPR, ABC News Live, and a long list of podcasts. Read our podcast case study to learn more about the success of the first season. 

Nobody Should Believe Me Season 2 premieres on Thursday June 15th and will be available on all major platforms, including Apple Podcasts, Spotify, and Google Podcasts. 

For press inquiries please contact Andrea Dunlop at andrea@andreadunlop.net 

For more information on the show please visit nobodyshouldbelieveme.com 

For information and resources concerning Medical Child Abuse visit: munchausensupport.com 

Driving Awareness About Medical Child Abuse with a True Crime Podcast: A Case Study

Nobody Should Believe Me Podcast Engages True Crime Fans to bring Awareness to an Underreported Crime

By Carmen Elena Mitchell, Larj Media Marketing Director

Our Client: Andrea Dunlop, Author

Andrea Dunlop is a rising star in the literary world with four novels and a novella (all published by Atria /Simon & Schuster) under her belt.  But when she came to Larj to discuss her idea for a podcast, fiction was the last thing on her mind.

Andrea Dunlop, author and host of Nobody Should Believe Me

Andrea approached us about making a podcast that would raise awareness about an underreported and often mischaracterized crime known as Munchausen by proxy. Or as it’s more accurately labeled, Medical Child Abuse, a crime in which a caregiver feigns, exaggerates, or induces illness in their child for the purpose of receiving attention and sympathy from medical staff, their family, and the community.

Andrea came to the project with more than your average true crime reporter’s passing interest in a shocking and bizarre phenomenon. Her older sister had been investigated twice for suspected Medical Child Abuse and the fallout had nearly destroyed her family.

The Challenge

Medical Child Abuse has the odd distinction of being both an under reported and sensationalized crime. Typically, perpetrators present as the saintly and sacrificial “mom next door,” so disturbing behaviors, when they begin to surface, are often dismissed. Pediatricians— the first line of defense in many of these cases—are not trained to look for signs of Medical Child Abuse and, of course, the victims of these crimes—children—are usually unable articulate what is happening. When perpetrators are caught it’s often too late; they are demonized as “monsters” and there’s no effort to understand the context in which these crimes occur. The typical narrative of Medical Child Abuse is that it is a relatively rare, that these perpetrators are outliers and that our only responsibly is to express our collective shock and condemnation.

Neither Larj Media nor Andrea had any interest in falling into the predictable narrative of Medical Child Abuse.

“It is a huge challenge to talk about this issue in a way that is compelling but also responsible. Larj Media is a women owned company with a reputation for journalistic excellence. I knew they’d be up to the task,” said Andrea.

Our Approach

The Three Questions:

We began by taking Andrea through our signature Jumpstart process. We start with three questions:

What do you want to say? Who do you want to hear it? What do you want to come of it?

We learned that Andrea wanted to educate listeners about Medical Child Abuse: to clarify what it is, what it’s not, that it’s more pervasive than people think and that the very nature of it makes it difficult to diagnose, convict and prosecute. Raising awareness, she hoped, would help bring survivors out of the shadows, help family members to recognize the signs and increase the opportunities for early intervention. Actionable goals included connecting people struggling with questions about Medical Child Abuse to resources.

We identified her core audience as:

• Teachers, parents and childcare professionals who are in a position to identify the child victims of Medical Child Abuse.

• Healthcare and child protective services providers who would benefit from more education and resources to diagnose and report abuse.

We found that the True Crime podcast audience (women in their 20s-30s) were not only already interested in the topic but included many members of these female dominated professions.

Format: How do we want to tell the story?

The thing that initially drew us to this story was not just the topic, but Andrea’s relationship to it. We asked, “what if the podcast is about Andrea’s own journey to understand what happened with her sister?

“When you think about what moves people - it’s story, and it’s a personal connection to a story,” said Tina Nole, Larj Media Founder & Chief Creative Officer. “I felt an audience is really going to connect with this investigation if they understand why Andrea is compelled by it.”

However, when Andrea first approached us, it was not her own story that she wanted to tell. For years she’d been fascinated by the case of Hope Ybarra, a women convicted of Medical Child Abuse who had served 10 years in prison – and whose behavior bore some uncanny similarities to Andrea’s own sister. Through her work as a Medical Child Abuse awareness advocate, Andrea had already met some of the key players in this case including Mike Weber, detective whose investigation ultimately put Hope behind bars.

Focusing on her personal connection to the topic was a bit more complicated. Because her sister had never actually been convicted of a crime, there were certain restrictions on what she could say legally. There was also the emotional toll to consider. When her sister was first investigated, the family had been thrust into the media spotlight. The idea of opening them up to that kind of exposure again was understandably difficult.

We proposed a scenario in which Andrea could be transparent about her own motivation to explore the topic and use it as a jumping off point to examine other cases, without directly focusing on details of her sister’s investigation.

Through conversations with Hope’s family members, the detective that had broken the case, experts in the field and ultimately Hope herself, Andrea would attempt to find answers to her own unresolved questions. We would intersperse this main narrative, with short investigations into other Medical Child Abuse cases in order to explore all the different facets of this complex story.

This personal angle would give her credibly as a host and allow her to explore the story with authentic curiosity.

The Role of the Host

In her role as producer, Tina mentored Andrea throughout the process, collaborating on pre-interviews to make sure she was asking questions that would take her below the surface.

“The coverage of these cases can go so bad… we were really deliberate about what questions we asked, what we included and what we left out,” Andrea explained.

Host Andrea Dunlop interviews Hope Ybarra’s sister, Robin Putscher

Tina also coached Andrea on how to “hold space” during emotional exchanges, and how to allow her own vulnerability to guide her while still getting answers to the hard questions. 

“Going into this I had no experience as an interviewer, so Tina really helped me build my confidence on the fly,” said Andrea.

For Tina, an award-winning veteran of news radio, the relationship between the producer and the host is nothing less than sacred, “It takes a good deal of trust on both parts. It really all came together, when Andrea interviewed Hope Ybarra – a master manipulator who had spent 10 behind bars for her crime. It was an incredibly emotionally charged interview, but Andrea was able to draw on her own experience and be compassionate with Hope. She drew her out in a way that blew us all away.”

Conclusion

With episodes averaging 45,000 downloads, we knew we had reached a substantial audience (putting Nobody Should Believe Me in the top .5% of all podcasts), but was it the right audience?

“The numbers of downloads only tell part of the story,” said Tina, “With an episode completion rate of 98%, we know that the True Crime audience—likely to be mothers and/or women who work with kids professionally—is highly engaged with this material. This is particularly important as this population is often the first line of defense in these complicated cases.”

By dialing into her goals, the audience she wanted to reach and her desired call-to-action, we managed not only to attract a considerable number of devoted listeners but challenge the conventional narrative of Medical Child Abuse.

“My goal with this podcast, initially, was to put a human face on people impacted by Medical Child Abuse, so we could look past our collective shock and start actually addressing ways to intervene before it’s too late,“ reflected Andrea, “but the response I’ve gotten has gone way beyond that. Since the show aired last October, I’ve gotten regular correspondence from listeners who are reaching out – some for the first time – for support.”

The podcast’s success has also elevated Andrea reputation as an expert on the topic and has led to invitations from a variety of media outlets (including NPR and ABC News).

“The show has become a catalyst for community building and resource sharing. And what’s more, it’s raising awareness about Medical Child Abuse among the general public,” continued Tina, “It’s an incredible feeling to know that a podcast can make such an important difference in people’s lives, especially the lives of vulnerable kids.”

Season 2 of Nobody Should Believe Me premieres June 8th and will center around the case of Brittany Phillips.

Ready to Jumpstart your podcast? Contact us today!

Reviews for Nobody Should Believe Me

“Thanks for thus exceptional series. So well done in both content and style. Exposing the insidious damage of this kind of abuse.I appreciate the personal stories that are supported by the evidence as well as how those stories tell the impact on so many lives.”

— deeschweitzer, 03/25/2023

““Great story. I thought the author and her colleagues did a fantastic job talking about this crime as well as the underlying reasons why someone might do this. I can tell you that this particular crime is looked past when it comes to many prosecutors/district attorneys/CPS/law enforcement. Hopefully this podcast will bring this crime to the eyes of those that can help to stop it.””

— Squatch Dude, 01/16/2023

““This podcast takes on such a challenging and complex topic with great professionalism, respect, and care. The intimate look at the lives of those impacted is truly fascinating. Anyone who marvels at human psychology or loves true crime stories, should check this out! You will not be disappointed!””

— stilllearning4, 10/14/2022

“The situations, background, and future impact of this disease as told by various real-life individuals will upset you, challenge you to want make court/healthcare changes, and break your heart. Truly an excellent podcast!”

— sarahdriggsgarcia, 11/14/2022

“Andrea does a phenomenal job walking the listener through her lived experience and the experiences of others who are family members to those who are medical child abusers. This was very well done and informative. This is a must for all who care about the well-being of children.”

— Macha R, 11/08/2022

What’s the Purpose of a Video Podcast?

By Carmen Elena Mitchell, Larj Media Marketing Director

In 2023 YouTube launched their own podcast channel, encouraging creators to upload their podcasts as videos. Because of its massive user base, search and “recommended content” function, it makes a lot of sense to plant your podcast flag there in some form or fashion. In fact, a recent study shows that YouTube leads the pack (ahead of Spotify and Apple) for podcast discoverability within certain demographics. 

But what exactly does it mean to turn your podcast into a video and is it a good use of your resources? 

Having a “video” version of your podcast can mean several different things: 

• You can film your podcast while you’re recording in the studio. This is definitely the way to go if you want eyeballs (rather than earballs) on your podcast. However, this will add significant budget to your endeavor (especially if you want multiple camera angles, decent lighting and a solid video editor) and if you don’t have a host with name recognition it may not be a good investment. Most successful “video podcasts” are hosted by well-known personalities, influencers, and celebrities. These podcasts often have higher production values, extensive marketing efforts, and broader visibility, leading to increased exposure and discovery among YouTube users. 

• Already using Zoom to record your podcast? You can upload your episodes straight to YouTube. The downside of this approach is that your editor will need to cut your video along with your audio and you’ll likely end up with a ton of super obvious jump cuts. 

• Upload your fully edited podcast with a static image. This is fairly simple process that can be done with basic video software. There are even some distribution platforms (like Libsyn) that will create a video version of your podcast and distribute it directly to your YouTube channel. It’s important to keep in mind that many listeners don’t stick around to “watch” a podcast. They hang out for a few minutes, and then just listen to the audio.  

At Larj, we recommend an audio-first approach. We create a rich audio landscape for your podcast designed to engage your audience's senses and pique their imaginations. However, we strongly encourage creating additional video assets to support your marketing efforts, including 60-second audiograms and video promos that take advantage of YouTube #Shorts feature and “behind-the-scenes” bonus material. Additionally, uploading a fully edited episode with a static image is a great way to expand your audience, without committing additional resources.  

Feel free to subscribe to the Larj YouTube channel to see how we’re using video! 

Overheard at the Podcast Lounge

6 Things I Learned at the NW Events Show

By Tina Nole, Founder and Chief Creative Officer at Larj Media

The NW Events show was a spectacular event featuring the Northwest leading experts in the industry. We hosted a Podcast Lounge in the exhibition hall and had the pleasure of capturing some interviews with key note speakers and attendees. Here are a few thing I learned, the rest can be heard on the upcoming podcast featuring deeper dives into what's happening in the world of events in the Northwest.

1. "We're entering the Golden Age of events" says Stuart Butler, President of the NW Event Show. As we know, the shut down changed events but what we learned during that time is serving us now in a bold new way. We're not looking back to "the way it was" we're moving forward, creatively and combining virtual events and smaller experiences with more assessable spaces in order to reach larger more diverse audiences.

2. "By 2045 the US population is going to be more than 50% people of color, and that's not even considering different sexual identities. So if you want to continue to prosper in your business, then you might want to listen in and be more inclusive." says Asian Inclusvity Consultant Jolene Jang. The events industry needs to double its efforts to include everyone. Between smaller breakout rooms for those who prefer more intimate experiences to diversifying keynotes and intentionally welcoming first timers, the industry has a ways to go but there is indeed forward motion.

3. “We are just trying to make sure there's an abundance of work here for people, well-paid work so that people can thrive in this very expensive region." says Kate Becker Economy Director at Office of King County Executive Dow Constantine. King County is putting a major investment into arts workers and the creative industry. Kate is a champion of arts and music, make sure to check out the newly opened Harbour Island Film Studio - the first of its kind since Northern Exposure shut down in 1995!

4. "It's an opportunity to fall down. We need as people, as a culture to learn how to fall. And get up and be humble and fail and try stuff,” says Kevin Joyce Co-Founder of Enjoy Productions. "Playfulness was lost during the pandemic and the need to interact and meet new folks is greater than ever. Events can set the stage for that if we have the right attitudes". Our booth was constantly crowded because Enjoy Production was our neighbor - I saw first hand how putting fun at the fore front of an event makes every one want to join in. It's time to play! 

5. Events are a wonderful opportunity to build partnerships - "We are helping the Seattle Design Center plan their 50th gala, 50th anniversary gala. And we're walking around this wonderful event to see who might be a good partner for us." - Michi Suzuki & Lisa Willis, Founders of the PR Collective. 

6. "Engaging your audience is a year long endeavor" I say. Take your event beyond its walls and website and offer them something outside of the days event. By creating an on-site Podcast Lounge you can take advantage of your audience while they are engaged and extend the reach of your event for the coming year. Create deeper content about your event on-site, capture it there and edit it for a post event podcast series that shows folks their return on investment of their time and money. This will keep your brand and business top of mind while exciting your audience for your next event . 

   Contact Larj Media and let us help you take your event to the next level.

Re-energize Your Event or Conference with a Podcast Lounge

Kate Becker, Creative Economy Director at Office of King County at the Northwest Events Show Podcast Lounge with Tina Nole

By Joelle Nole, Larj Media Managing Director

I hesitate to say it out loud lest I jinx it, but we are as post-Covid as we’re probably ever going to be, and it’s time get back to gathering in public, networking, socializing and being humans. Conferences and big events are back! 

You know what else is back? Podcasts! Based on the latest stats from Edison Research, podcast listening among people ages 35 – 54 jumped from 39% in 2021 to 51% in 2023. So much has changed over the course of the pandemic years! 

Podcasting offers a way to extend event programming throughout the year and provides a new and fun experience for attendees. By “Podcast Lounge” we mean a space where a podcast production team or podcast agency can set up and record. It’s comfortable and inviting so attendees can come in and interact with a podcast being captured in real time.  

Six ways a podcast lounge will offer a fresh and engaging experience to this year's attendees and grow your audience for future events 

1. The podcast lounge offers multiple opportunities for both keynote speakers and contributors to extend their messaging and a great way for attendees to engage with them via a Q&A or to just listen up close while they answer questions for the podcast recording.  

2. Attendees can’t catch EVERY speaker or panelist. By offering up the conversations they missed via podcast episodes, you’re extending the value of the ticket price. 

3. Having a podcast team on-site adds a fun visual experience to your event.  It also allows the team to capture the buzz and energy of attendees when they’re feeling most inspired.  

4. After the event, the team will take all that rich sound and incorporate it into post-event podcast episodes that will inspire a new audience to attend next year. Depending on the number of speakers and interviews the team recorded in the lounge, you should end up with 8 – 10 episodes and possibly some bonus content as well. 

5. Distribute the podcast you’ve created from the event to everyone who attended via your newsletter. This is a great way to build some excitement for next year’s event and encourage previous attendees to return. It’s also a great gift. Your podcast will be a welcome refresher of the ideas and inspiration that attendees may have taken away in the form of notes and slide photos but had otherwise forgotten. 

6. Make the previous year’s podcast episodes available on your event website – it’s a generous way to add value to attendees who are planning to attend for the first time. Knowing that you’ll provide the keynotes via a podcast after the event is a huge bonus that will keep them returning year after year. 

7. Bonus! I thought of another idea! Keynote speakers and presenters who have podcasts episodes made from their presentations are very likely to share their episodes across all their social media channels. This is a brilliant way to expand your audience and drive more attention in the direction of your upcoming event. 

Larj’s Podcast Lounge at Seattle Interactive Conference with Sir Mix-A-Lot and Marcus Trufant

If you’re planning a large event or conference in the coming year, contact Larj Media about creating a customized podcast lounge that will engage this year’s attendees and keep them coming back every year! 

What Does a Podcast Producer Do?

5 Things to Expect from a Professional Podcast Producer

I’ve held the title “producer” for most of my career. Before I started my podcast production company I worked as a radio producer, and probably the number one question I was asked was “what does a producer actually do?”

 My short answer is same as it was then: “pretty much everything.”

Larj Media Founder/Podcast Producer Tina Nole works with author/host Andrea Dunlop on Nobody Should Believe Me

In my radio days, the job of a producer depended a lot on the culture of the station and the type of programing. In podcasting the title has proven to be equally amorphous and can mean anything from a production manager who coordinates all the moving parts to someone—more like a film director—who works intimately with the host and helps shape the story and the vision for the show.

When I started Larj Media in 2011, I wanted to be able to offer my clients more than technical expertise or production management. Being behind a microphone for the first time can be a nerve-wracking experience and engaging in a meaningful conversation with a guest, or sharing personal stories, requires a tremendous amount of bravery and vulnerability.

At Larj, our producer’s job is to help our hosts be the best “them” they can be behind the mic – because we know that the relationship between the listener and the host is the key to a successful podcast.

Our producers are coaches, confidants and trusted partners. But more than that, we are professional story tellers with a keen ear for what kind of content keeps listeners coming back week after week. We believe in our shows and will fight for their success all the way.

At Larj your podcast producer’s role includes:

 1.     Concept development

Before heading to the studio to record an episode, your producer will make sure you have a strong foundation that will sustain your listenership throughout the life of your podcast. You may come to the table with a general idea for the podcast, in this case your producer can help you get specific about your vision. If you already have a strong concept, your producer can help define your audience and explore innovative ways to structure your storytelling. It’s also possible that you already have a very specific brand story that you want to tell. In this case, your producer’s job will be to help you with an approach that won’t feel too salesy, enabling you to build trust with your listeners for the long haul.

2.     Pre-production

Once we have your concept locked down, your producer goes into pre-production mode, booking guests, shipping equipment if necessary, or making location arrangements for field recordings. Depending on your host’s previous experience, the producer may set up a coaching session to make sure they’re comfortable in front of the mic and ready to go on recording day.

3.     Production management

When it’s time to record an episode, your producer puts on their technical director hat, making sure that mics are positioned properly, and working with the sound engineer to make sure levels are correct and that recording equipment is ready to go. They also act as a second set of ears, suggesting clarifications or questions that might have been missed. And most importantly they’re there to guide and support you through every recording session, encouraging you to be your best self. This will insure that your listeners will develop a relationship with your show and come back for every episode.

 4.     Post-production

Once in post-production, your producer becomes your project manager; coordinating editors and sound engineers, working with you on any revisions and listening to making sure the sound quality is pristine. On the creative end, they’ll be scripting narration if needed, working with the editors to add musical elements and pick-ups, as well as cutting the trailer for your podcast.

5.     Distribution

This is the final step towards getting your podcast out into the world and into the ears of your listeners. Your producer sets your podcast up to be distributed on all the major podcast platforms, creates your transcription, episode copy and titles. Depending on your marketing needs, they can walk you through podcast-specific marketing best practices and provide marketing assets, including a press release and audiograms.

So, what does a professional podcast producer do? I’ll stick with my original answer: “pretty much everything.” And you shouldn’t expect anything less!

Ready to partner with a podcast production agency that will guide you from ideation to distribution, and help bring your vision to life? Contact Larj Media today!

Repurposing Your Podcast: 6 Ways to Get the Most Out of Your Kick-Ass Content

By Carmen Elena Mitchell, Larj Media Marketing Director

You’ve ventured into the pod-o-verse and have a good understanding of the time and resources it takes to make your podcast successful, now you want to make sure that you get the most out of your investment! Here’s some simple ways to repurpose the awesome content that you’ve worked so hard to create:

Transcribe it!

When you transcribe your podcast, you not only make it more accessible to your hearing-impaired or non-native speaking audience, but you increase its visibility to search engines. Fortunately, transcription has become quicker and more affordable than ever before. Otter.ai, Descript and Rev are a few of our favorite transcription services.

Blog it!

Take your podcast transcription, pull out the tastiest quotes, and transform your podcast into a focused article optimized for search with relevant keywords. For interview podcasts, a cleaned-up version of the transcript with an introductory paragraph can also make for a quick and easy blog.

Quote it!

You know those quotes you just pulled out for your blog? Turn them into eye-catching graphics to post on social media. There are lots of great, easy-to-use graphics programs out there that will format your post for the social media platforms of your choice (we like Canva!)

Audiogram it!

Grab a short clip (under 60 seconds) from the episode you want to promote, pair it with a picture of the speaker (or your show logo), add captions and voilà: an Audiogram is born! Upload your audiograms as TikToks, YouTube Shorts or as an Instagram Reel. If you don’t have video editing software that’s okay! There’s lots of apps that have everything you need to make great audiograms. We recommend: Descript and Wavve.

Video it!

Are you recording your podcast using video conferencing software? Many editing programs allow you to edit the video and audio simultaneously. YouTube, increasingly, has become one of biggest platforms for podcast discoverability, so upload that podcast as a video! You can also, grab short promotional clips under 60 seconds from your podcast (or audiograms) and upload them as YouTube Shorts.

Share it on Social!

As you may have already discovered, posting a 30–60-minute podcast on a social media platform that prefers short form video, images or text doesn’t always have the desired effect! That’s why video content, blogs, quote posts and audiograms are vital tools for sharing your podcast and building an engaged community. Lean in to giving your audience valuable content, over salesy promos, and you’re all set!

Just getting started? Contact us for a free consultation and find out how we can help Jumpstart

your podcast today!

The Living Change Podcast Brings Climate Action Into Focus

By Carmen Elena Mitchell, Larj Media Marketing Director

Do you find yourself asking "but what can I do about it?" when you read yet another a daunting headline about climate change? Even taking personal action in our own lives – recycling, cutting down on fossil fuel consumption, moving to a plant-based diet - can feel like a drop in an already drought-plagued bucket.   

For climate influencer and author Andrea Learned, however, the answer is not just what we do in our daily lives but how we talk about what we do, and who does the talking.  

Living Change: A Quest for Climate Leadership follows Andrea’s mission to amplify corporate, political and cultural leaders whose personal values have integrated into their business decisions and policies. From an LA area city council person who rides an eCargoBike for transportation to a vegan CFO who is forwarding deep organizational change in food waste and sustainability throughout the corporation to a globally recognized Seattle DJ who opened a plant-based bar. 

 “I found that I really enjoy talking with people in leadership roles about their own ‘conversion’ stories – I wonder what was the thing that caught their attention and started them towards some behavior change related to climate? Like riding a bike for transportation or moving towards a more plant-based diet. Often, no one has asked them those questions, and they really enjoy sharing.” 

A global climate action influencer with a 25-year career in marketing, communications and thought leadership platform building, Andrea had gained early-career recognition as an expert on marketing to women with her co-authored book Don’t Think Pink. But it wasn’t until she first moved to Burlington VT in 2004, home of many socially responsible corporations, that she decided to put her marketing and writing skills, and her considerable social media following, to work for climate action in a more intentional way.   

Andrea Learned records Living Change podcast at Larj Studios

“Leaders who are living change in their own lives and translating that to corporate and city decision-making can make a tremendous difference. My goal is to encourage them to speak out about their personal paths. Even a small number of leaders getting louder can be amplified in ways that make it seem like action on climate IS the leadership norm”    

Now based in Seattle, Andrea approached Tina Nole, owner and chief creative officer of Larj Media, a podcast production agency.  Larj has a proven track record of creating shows that aim to impact positive change, such as The B-Teams 10x Bolder, Senator Nina Turner’s Hello Somebody and Pitchfork Economics with Nick Hanauer. 

 “People who want to understand how they can help our planet reach for podcasts for two reasons: information and inspiration. Living Change will do both,” says Tina.  “In addition, this podcast has the potential to create a community around it and foster discussions about actions that we can all take in our daily lives. We are honored to work with Andrea Learned, whose expertise on climate issues is matched only by her desire to create an accessible roadmap for change.” 

 Living Change premieres January 26, 2023. If you have a recommendation for a possible guest, feel free to contact us at info@Larjmedia.com.

Tunnel of Truth Podcast Exposes the Story of Gender and Race in Radiology

By Carmen Elena Mitchell, Larj Media Marketing Director

Over the last five years, medicine has appeared to be making some tremendous strides in the area of gender equality. According to a report from the Association of American Medical Colleges, women now make up over 50% of medical school graduates.

 What happens after graduation, though, is a different matter.

 “Radiology has a long history of being a field dominated by white males,” explains Dr. Rachel Gerson, a board-certified radiologist, who serves as the Chair of the Committee on Women and Diversity for the Washington State Radiological Society. “Women comprise only 27% of radiologists, and we are lacking even more in diversity. Only 4.7% of radiologists are Black.”

 Dr. Gerson is the host of Tunnel of Truth: True Reports on Gender and Race in the Reading Room, a new podcast from Larj Media that explores the personal experiences, challenges and triumphs of physicians from diverse backgrounds along their professional journey in radiology.

 Dr. Gerson, who specializes in musculoskeletal radiology and women’s imaging, has long been interested in the question of how the field can do better at recruiting and retaining women and people of diverse backgrounds in particular.

 “While some of the early pioneers of radiology were women, including notably, two time Nobel Prize winner Marie Curie, the field has been slow to gain women,” reflects Gerson “Over time this has led to a lack of role models, mentors and created unconscious biases.  Even today many radiology practices don’t have maternity leave policies, which may be a factor in retaining women physicians.” But lack of representation only tells part of the story. Recently, while attending a Women-in-Radiology mentoring event, Gerson realized that there was another aspect to the story that wasn’t being told, at least not publicly.

 “One afternoon at a panel discussion, a few attendees opened up about their personal experiences of sexual harassment and discrimination in the workplace. This led to more and more stories from the group.  The conversation was spontaneous, and it got me thinking … these are the stories we don’t hear and yet, so many of us have similar experiences.  Medicine remains very hierarchical, and the radiology community is small.   Fear of retaliation for speaking out is very real. We need to document these stories in a safe way and allow them to be heard.”

“We need to document these stories in a safe way and allow them to be heard.”

— Dr. Rachel Gerson

 The intimacy of the podcast format appealed to Gerson, “Guests could be anonymous if they chose to, but at the same time we would be able to reach a wide audience within the medical community.”

 It was essential to Gerson to have a producing partner that could not only support the technical and logistical aspects of the medium, but who would be on board with the intention behind telling these stories.

 “Larj Media is not only a top-notch women owned podcast production company with several incredible credits, but they are passionate about supporting projects that bring visibility to social justice issues. We were already speaking the same language when it came to our interest in telling stories that would advance the conversation around diversity, equity and inclusion. I knew Larj would provide a comfortable place for women and others to tell their stories and that they would do justice to those stories”

“We’re honored that Dr. Gerson has entrusted us to help share these stories on a larger platform, says Larj Founder and Chief Creative Officer Tina Nole, “Over the past five years, we’ve seen the power of the #MeToo movement to drive impact at an institutional level in entertainment and politics - but we just don’t hear about these types of stories in medicine. It’s only by talking about these experiences that we can really start to address systemic issues. Larj Media is proud to be a part that process.”

If you have a story you’d like to share about your experience as a radiologist, please contact us. All stories can be told anonymously. Tunnel of Truth is available at TunnelofTruth.com or wherever you get your podcasts.

Dr. Rachel Gerson is a board-certified radiologist with expertise in musculoskeletal radiology and women’s imaging. She is committed to supporting women and people of diverse backgrounds throughout their careers in radiology and to making radiology an inclusive place for patients and the practice of medicine.  A leader in health innovation and clinical implementation strategies, her work aims to harness the power of machine learning, data science and new technologies to promote solutions to systems and operational problems in health care with the goal of ultimately improving quality, access and equity. Dr. Gerson has served on the American College of Radiology Commission on Women and Diversity and is a current member of the ACR Council Steering Committee. She also serves as the Chair of the Committee on Women and Diversity for the Washington State Radiological Society.

Larj Media is a full-service creative podcast production agency here to help you reach and inspire your target audience through high-quality and compelling audience-specific content. Our experienced, award-winning team will deliver expert guidance through your podcast's concepting, development, and production to ensure its effectiveness and success, no matter where you are in the world.

Is it Too Late to Start a Podcast?

By Tina Nole, Chief Creative Officer & Founder Larj Media

In 2011 Larj Media (then called just simply Larj) was in its infancy.  I had recently left New York after producing long form audio content at CBS News and Air America and I was carting equipment around Seattle in a makeshift portable studio, serving a handful of independent podcast creators. At the same time, I was pitching my services at marketing forums and trying to explain that a podcast wasn't a radio show or just a dude in his basement with a microphone. At that time people still wondered what a podcast even was, but I knew I was on the forefront of a burgeoning industry. Cut to October 2014 Serial hits the market, Saturday Night Live does a skit about it, everyone is talking about it and suddenly in my head I thought DAMN IT! I’m too late! Little did I know. 

Now, in 2022 there are 383.7 million podcast listeners globally with a projected 424 million podcast listeners worldwide by the end of 2022, that’s about 1/3 of the US population and with the fastest growing listener demographic between the ages of 12 – 24. And it’s only going to increase. 

So much has changed in the years since I believed I was too late. I’ve gone from carting equipment around in the rain to running a full production agency with a team of editors and producers. Podcasting, as an industry, has expanded massively from a handful of former radio folks experimenting with long-form, serial storytelling to a billion dollar industry with major brands like GE, Trader Joes, Slack, Microsoft, Ford and many more getting in on the action.   And so you might wonder NOW am I too late? 

Here’s some perspective. There are over 600 million blogs in the world today and 1.14 billion websites! No one is saying “should I write another blog post? Are there just too many now?”

With an emerging medium like podcasting in its ever changing world I argue - nope! Not too late, in fact the industry is barely old enough to drink (it’s about 20 years old) and now is the time to understand its strength and harness it for your brand, business or thought leadership platform.  

It’s not too late, AND it’s NEVER too early!  Jumpstart your podcast and connect with us today! 

5 Reasons Why Your Internal Comms Should Be a Podcast

More companies are turning to podcast production for internal communications

By Joelle Nole, Managing Director Larj Media

Work-life is changing for the better and the pressure is on internal comms teams to rise to the occasion with more effective ways to connect with and engage employees in real and meaningful ways.  

If you’ve got a large or distributed workforce or remote team, a podcast will deliver messaging and critical information in ways that will surprise you. Companies like Netflix, Shopify, Dropbox and Dunkin Donuts offer internal podcasts that are only accessible by their employees via private RSS feeds (and other internal podcast platforms that are rapidly entering the market). 

These companies have come to realize that the best way to reach their diverse, busy and on-the-go teams is to offer them an alternative way to tune in when and where it suits them. Here are a few reasons that moved these companies into the fastest growing communications channel since the Internet. 

1. No one is reading the newsletter 

   On average, an employee receives 120 emails a day, unless it’s urgent and personally relevant, they’ll “save it for later” or let’s be real, never. They’re busy, they’ve got screen fatigue and the email is chalk full of semi-relevant information and very little fun, nuance, personality, or actual “news.”  

   As a result, employees miss out on both critical information as well as the kind of messages that build connection, culture and ultimately, employee retention. 

2. They’re already listening to podcasts

   A whopping one-third of the US population listens to podcasts and that percentage increases among college graduates and professionals between the ages of 24 - 54 – does that describe your work force?  

   Allow people to listen when they’re ready vs. disrupting their day with an “all hands” Zoom meeting, an instant message or a lengthy email. Most likely, they’re already accustomed to listening while on a walk, driving or doing chores, which is how 80% of the podcast listening audience does it.  

   Meet them where they are, at their convenience. 

3. A Podcast is a Culture Builder

   Listening to a human voice with earbuds creates a sense of connection and intimacy that reading or watching video doesn’t. Employees will feel like they know your leadership team when they hear perspectives, ideas, strategy and initiatives straight from the horse’s mouth on the podcast.   

   An internal podcast is a good place for “inside baseball” terminology, lingo and humor that is distinctly resonant with your specific employees. It helps them feel included, like they’re part of something bigger. 

4. Get the detailed messages across with a spoonful of sugar

   Spicing up your corporate podcast with humor, emotion and authenticity will make it easy to get the meat and potatoes about open enrollment and the latest payroll system upgrade in their ears.   

   You can offer a variety of content that will keep your employees interested and engaged across all departments of the company from sales insights, new product development and customer success to special projects and front-line employee stories.  

   Keep it interesting, engaging using music, sounds and voices from actual places where people are working.  

5. Podcasts allow you put brand values front and center

   You can go deep on topics that are critical to your brand, corporate values and mission/vision to help employees gain fluency, expertise and remain current on your industry or market.  

   As an example, the DEI team at Dropbox made a podcast highlighting issues driving the Black Lives Matter movement. The podcast format provided the right vehicle to convey tone, depth of information and it gave employees the language to talk with others about issues of systemic racism that they otherwise might not have been comfortable voicing themselves.   

    More comms teams are leveraging the popularity and power of podcasts for a host of reasons. A podcast doesn’t have to replace your newsletter or other channels you’re using to reach your busy and diverse workforce, it can also be a great compliment to support these other options.  

More comms teams are leveraging the popularity and power of podcasts for a host of reasons. A podcast doesn’t have to replace your newsletter or other channels you’re using to reach your busy and diverse workforce, it can also be a great compliment to support these other options.  

Here are a few fun ideas to get you rolling: 

• New employee introductions: tell it with a story  

• New employee benefits and enrollment reminders can be placed like ads – why not make a jingle?  

• Updates from the field – factory or in-field teams can record  

• Efficiencies, Hacks and Innovations – invite teams to talk about what they’re doing to make their work day better, make the company better 

• CEO Updates, Change Management, Training and Product Education and evergreen information for employee onboarding 

• A podcast is a great way to include the authentic voices and diverse experiences from across the company – encourage contributors and new ideas to keep it fresh. 

• Grab some ideas from the best! Here are some companies getting internal podcasts right: https://staffbase.com/blog/best-internal-communications-podcasts/

We’ve got a million more of these – don’t go it alone. 

Give Us a Shout!  

Larj Media to Launch True Crime Podcast: Nobody Should Believe Me

By Carmen Elena Mitchell, Larj Media Marketing Director

“I find myself trying to make sense out of memories that don’t make any sense.”  

So begins Andrea Dunlop’s investigation into the upside-down world of Munchausen by proxy (MBP), a form of medical child abuse in which a caregiver feigns, exaggerates, or induces illness in their child for the purpose of receiving attention and sympathy from medical staff, their family, and the community.  

But Andrea isn’t a reporter on the hunt for a sensational story, she’s mother trying to make sense out of a series of events that that nearly destroyed her family. She’s also a novelist whose own life has become the stuff of news stories. 

Dunlop became interested in the subject after her older sister was investigated for MBP on two separate occasions. Though her sister was never ultimately charged with a crime, the investigation tore the family apart and set Andrea on a journey to understand this most taboo form of abuse. 

“The lack of awareness about this abuse leaves children vulnerable and survivors isolated. I'm devoted to changing that any way I can,” said Dunlop.   

In Nobody Should Believe Me premiering October 13, 2022, Dunlop talks to some of the top experts in the world to explore the criminology and psychopathology behind Munchausen by proxy and to reveal the wide swath of destruction these perpetrators leave in their wake.   

“The lack of awareness about this abuse leaves children vulnerable and survivors isolated. I’m devoted to changing that any way I can.””

— Andrea Dunlop, Nobody Should Believe Me host

Along the way, she becomes captivated by the case of Hope Ybarra. Ybarra served 10 years in prison for poisoning her daughter and subjecting her to unnecessary medical procedures and surgeries. Dunlop speaks to those most familiar with the case, from the reporter who broke the story, to the detective who investigated it, to the family who lived through it. In the dramatic finale episode of Nobody Should Believe Me, she’ll speak to Ybarra herself, the first and only interview to date since her release from prison. 

For Dunlop, the intimacy of the podcast medium was key to creating an impactful journey for her audience. “To hear people’s stories in their own words and in their own voice is incredibly powerful.”  

Andrea Dunlop records an episode of podcast Nobody Should Believe Me at Larj studios.

To this end, she partnered with Larj Media, a full- service creative podcast production agency. “This podcast was an intense, emotional project to make and I needed a team I could really trust. Everyone at Larj was instrumental in getting this out into the world.” 

For Larj Media, whose client list includes major brands such as Microsoft and The B Team, and who produced the multi-award-nominated Battle Fatigue, Nobody Should Believe Me was an opportunity to collaborate on a story that had potential to bring awareness to survivors of this devastating form of abuse. “Not only is Andrea a skilled storyteller, but she has a personal stake in this investigation which makes it all the more compelling.” said Tina Nole, founder and Chief Creative Officer of Larj Media.   

Andrea Dunlop has been interviewed about the subject of Munchausen by proxy in outlets such as Vanity Fair, People, and Marie Claire, and King 5 Seattle’s New Day Northwest where she is a regular guest. Her novels have been featured in outlets such as Town & Country, Cosmopolitan, US Weekly, Entertainment Weekly, InStyle, and many others. Her third novel We Came Here to Forget was inspired by her family’s personal connection to Munchausen by proxy.   

 Nobody Should Believe Me premieres October 13, 2022.  

 Listen on Apple podcasts or wherever you get your podcasts.