Podcasts are powerful tools for sharing content with a global audience in an engaging and accessible way. As an official communication channel, University of Iowa-sponsored podcasts must be high-quality, relevant, and follow university policies.
University-sponsored podcasts
University-sponsored podcasts are audio programs that units or individuals create as part of their official roles and responsibilities at the university. These podcasts support the university’s mission by exploring university-related topics, showcasing academic programs, featuring voices from the campus community, and relying on university spaces or equipment for production and distribution.
Before you start a podcast
Before launching a podcast, coordinate with your unit brand manager to ensure alignment with brand guidelines and unit goals. Your brand manager will help you answer key questions to set you up for success, ensuring your podcast aligns with unit priorities and broader communication strategy.
Define your purpose and audience
What is the podcast about, and why does it matter?
Who is the intended audience? How will it serve their interests or needs?
Check for existing content
Is a similar podcast or content already being produced within the university?
How will this podcast add something unique or different?
Identify roles and responsibilities
Who will handle guest outreach and scheduling?
Who will produce, host, and edit the podcast?
Who will approve the content before it’s published?
Ensure you have the necessary resources
Do you have the equipment and software needed for recording and editing?
Do you have the time and team support to consistently produce episodes?
How frequently will you release new episodes, and can you realistically maintain that schedule?
Develop a promotion strategy
How will you make your intended audience aware of the podcast?
What channels (email, social media, website) will you use to promote it?
How will you measure success and engagement over time?
Personal podcasts
Podcasts created outside of an official university role are considered personal projects. These podcasts should not use university resources or branding and must comply with the Use of the University Name policy to avoid implying endorsement or affiliation.
Identity and artwork
A strong podcast identity helps your podcast stand out and capture attention, making a good first impression that’s memorable and easy to recognize.
Choose a clear and memorable name
Select a title that is distinctive, relevant to your content, and easy to find. Review naming considerations to avoid generic names and duplication with existing podcasts.
Demonstrate clear association
In the Author field, include both “University of Iowa” and the name of your sponsoring unit. This reinforces your podcast’s connection to the university and helps establish trust with listeners.
Example: "Office of Strategic Communication, University of Iowa"
Design unique cover art
Create cover art that reflects your content, engages your audience, and follows brand guidelines. Use black and gold to strengthen the association with Iowa and make your podcast instantly recognizable.
Write a compelling description
Clearly explain what your podcast is about, who it’s for, and what listeners can expect — including who the host is and their role or perspective. Highlight key topics to improve searchability and set expectations.
Be sure to include the following nonendorsement statement:
"The views and opinions expressed by the hosts and guests in this podcast do not necessarily reflect those of the University of Iowa."
Audio quality and sound design
High-quality sound and thoughtful audio choices are essential to keeping listeners engaged and delivering a clear, professional message.
Ensure clear, professional audio
Use reliable equipment and record in a quiet environment to reduce background noise. Edit to remove long pauses, filler words, and other distractions.
Use music and sound design intentionally
A consistent intro and outro helps listeners recognize your podcast and reinforces its connection to Iowa. Use approved music or licensed, royalty-free tracks. Add sound effects only when they support the content.
Maintain an engaging and appropriate tone
Match your tone to the subject matter, keeping it conversational, informative, and approachable. Aim for a delivery that sounds natural and engaging — not overly scripted or robotic.
Production and distribution
A strong production and distribution strategy ensures that your podcast engages the right audience and enhances the brand experience. From platform selection to content optimization, every step plays a key role in amplifying your podcast’s reach and impact.
Develop an effective distribution strategy
Select a hosting platform that aligns with your goals and offers wide reach, such as Spotify, Apple Podcasts, or YouTube. Pair this with a strong promotion strategy by featuring the podcast on your unit’s website. This boosts visibility while also connecting the podcast to your broader strategic goals, ensuring it resonates with your target audience and supports your key priorities.
Manage podcasts as official communication channels
Treat podcasts as official communication channels for your unit and keep employee speech considerations in mind. Designate a content owner who will be responsible for planning, publishing, and maintaining content. Ensure your brand manager or communications team has access to the podcast account to oversee the content, maintain brand consistency, and address any issues promptly.
Confirm media rights and permissions
Ensure you have all required rights and permissions for materials used, including media consent forms for guests (students, faculty, staff) and any copyrighted content (e.g., textbooks, articles).
Ensure confidentiality and protect sensitive information by adhering to all relevant policies, including FERPA.
Optimize metadata to boost your reach
Metadata helps people find your podcast and episodes when they search for related topics. Use keywords in your episode titles and descriptions that match what your audience might search for. Add helpful tags and categories so your episodes show up in the right places and reflect what your podcast is about.
Prioritize accessibility of your content
Confirm that your hosting platforms and any websites used to promote your podcast meet web and accessibility standards to ensure compatibility with screen readers, keyboard navigation, and other assistive technologies.
Follow captioning and transcription best practices to provide transcripts that include spoken content and descriptions of key audio elements, such as music and sound effects, to create the best experience for everyone.
Campus podcasting resources
Digital Scholarship and Publishing Studio: Main Library, Room 1015
The Digital Scholarship and Publishing Studio offers a dedicated podcast studio with professional-grade equipment and soundproofing features. Located on the first floor of the Main Library, this space is designed to support high-quality podcast production for students, faculty, and staff.