We often get enquiries at MIC media that go something like this:
“Hi, we’re thinking about starting a podcast. How much would it cost?”
And we’d love to tell you, but the trouble is, it depends.
We know, we know, it’s not the most helpful answer when you’re trying to work out a budget.
But the good news is, you don’t need a podcast production brief to get in touch with MIC media. Whether you’ve got a detailed document, a rough idea or just a few questions, we’ll help you work out the next steps.
Some organisations approach us with a detailed document outlining exactly what they want. Others have a rough idea and a few questions. Both are great places to start.
We’ll arrange a conversation, find out more about what you’re planning and help you work out what’s involved.
But if you are putting together a podcast production brief, or you’ve been asked to commission a podcast for your organisation, there are a few things worth thinking about.
And that’s what this guide is here to help with.
What Is a Podcast Production Brief?
A podcast production brief is simply a way of explaining what you’re hoping to make and why.
It could be a formal document, particularly if you’re commissioning a podcast through a procurement process. Or it could be a few paragraphs in an email outlining your idea.
It usually includes who the podcast is for, what it’s about, what you’re hoping to achieve, the format you have in mind and how much you’ve got to spend.
And helpfully – A podcast production brief isn’t necessarily the finished plan, it’s a starting point.
The original idea can develop once you’ve explored the audience, content, practicalities and resources involved.
And that’s a good thing! It means you can make informed decisions before committing to production.
Seven Things Worth Thinking About Before Commissioning a Podcast
You don’t need a 23-page document answering every possible question. But there are seven things worth thinking about before approaching a podcast producer.
1. Why do you want to make a podcast?
This is usually one of the first things we want to understand.
What made you think a podcast would be a good idea?
Perhaps you’re a charity wanting to share the experiences of people you support. A university looking for new ways to communicate research. Or an organisation wanting to bring different voices into an important conversation.
There are loads of reasons to make a podcast, but what do you actually want it to achieve?
Are you trying to raise awareness? Share knowledge? Start conversations? Reach people who aren’t engaging with your existing communications?
Think about what success would look like for your organisation and it doesn’t have to be measured in downloads alone!
2. Who is your podcast for?
Who’s going to listen?
And, just as importantly, why would they want to?
It’s tempting to say your podcast is for everyone, but a podcast aimed at people working in a particular profession needs a different approach from one designed for members of the public who know nothing about the subject.
Here’s another question we like to ask: what’s in it for the listener?
It’s easy to get caught up in what your organisation wants to say, but why would someone choose to spend 30 minutes listening to it?
What will they learn, discover, feel or understand that makes that time worthwhile?
Thinking about your audience from the outset helps shape the content and the experience you want to create.
3. What do you want your podcast to be about?
This might sound obvious, but there’s a difference between knowing your subject and knowing what will make an interesting podcast.
You could have a big topic you want to explore, a collection of brilliant stories or some fascinating people you’d like to hear from and that’s a great starting point.
Think about the subjects you want to cover, the stories you have access to and the people who could help tell them.
You don’t need every episode mapped out. But knowing what material you’ve got to work with helps us understand the creative possibilities.
4. Have you thought about the format?
Interview podcast? Documentary series? Panel discussions? Audio, video or a bit of both?
There are lots of ways to make a podcast!
At MIC media, we’ve produced everything from interview podcasts to documentary-style productions involving more than 100 contributors.
That experience has taught us that sometimes a simple conversation is exactly what’s needed, other stories could benefit from a different approach.
If you’ve got a format in mind, tell us or if you’re still exploring the options, we can help you work out what suits your project.
5. What’s your budget?
Right, let’s talk money.
We know sharing your budget can feel a bit icky, especially if you’re worried a production company will simply quote the maximum amount available.
But knowing what you’ve got to work with helps us give you useful advice from the outset.
For example, your budget could cover a shorter series, a simpler production format or a project where your team takes on some of the work and we provide specialist support.
And sometimes the original idea needs more investment than you’ve got available. It’s better to establish that early rather than spend time developing a proposal that isn’t realistic.
If you’re still working out your budget, tell us and we can explain the factors that affect podcast production costs and help you understand your options.
You might find this article useful: ‘How Much Does It Cost To Produce A Podcast‘.
6. How much help do you need?
When you say you want a podcast produced, what does that actually mean for your organisation?
Do you need someone to help develop the idea, plan the episodes, research contributors, arrange recordings, coach your host, edit the audio and get everything ready to publish?
Or have you already got a team who can handle some of those jobs?
For example, you could have a brilliant communications team who know your organisation inside out but haven’t produced a podcast before. Or you could have recordings ready to go and need professional editing support.
It’s worth thinking about what your team has the time, skills and capacity to take on, and where you’ll need help.
Because podcast production isn’t just about recording and editing, there’s a fair bit of planning, organising and decision-making involved too!
7. When would you like to launch?
Have you got a particular date in mind?
Does your podcast need to launch alongside a campaign, event, research publication or organisational milestone?
That’s useful information to share early on.
Guest availability, recording arrangements, editing, feedback and sign-off all affect the production schedule.
At MIC media, we generally recommend allowing at least three months to plan, produce and launch an interview-based podcast series. We’ve got an article on how long it takes to produce a podcast here.
That’s not a fixed rule for every project, but it gives you a useful starting point when planning your timescale.
What Happens When You Contact MIC media?
Whether you’ve got a detailed production brief or a few ideas in an email, here’s what happens next.
First, we’ll get back in touch and arrange an initial call.
We’ll look at the information you’ve already shared and use that conversation to fill in the gaps. That includes understanding your objectives, audience, budget, timescale and the support you’re looking for.
We’ll also bring our own experience to the conversation.
The aim is to make sure we understand the project properly, including the creative and practical work involved.
From there, we’ll put together a tailored proposal setting out our recommended approach, the production work involved and the cost.
That means you’re getting a proposal based on your actual project, rather than a generic price for a certain number of episodes.
Got a Podcast Idea? Let’s Have a Chat.
At MIC media, we work with charities, universities, public sector organisations and purpose-led businesses to develop and produce podcasts.
Whether you’ve got a fully formed brief or you’re still figuring things out, we’d love to hear what you’re planning.
Get in touch with MIC media to tell us about your podcast.
