Podcasting Guide

Before recording your first episode, develop a clear strategy and production plan.

Consider:

• The podcast’s purpose, goals, and intended outcomes
• Your primary and secondary audiences
• The overall format, such as interviews, panel discussions, roundtables, narrative storytelling, educational content, or limited series
• Estimated episode length and publishing schedule
• Potential hosts, contributors, guests, producers, and executive sponsors
• Topics for your first several episodes
• A promotion and audience-development strategy
• Staffing, budget, technology, and sustainability needs
• Plans for transcripts, captions, and accessible content

Consider producing a pilot episode or trailer before committing to a regular publishing schedule. A pilot can help you test your concept, workflow, equipment, and audience interest.

Every UMB-affiliated podcast must have an executive sponsor who supports the podcast’s mission, staffing, sustainability, and continuity planning.

Before establishing a podcast, podcast feed, hosting account, or show branding, submit a podcast request to OCPA for review.

OCPA reviews new podcast proposals, branding, artwork, and other launch materials to help ensure consistency with University standards and long-term sustainability.

OCPA does not routinely review every episode of every approved podcast. Podcast managers/executive producers are responsible for maintaining appropriate editorial review, accessibility, permissions, and compliance processes within their unit.

As part of the approval process, podcast managers should be prepared to:

• Identify a sponsoring school, department, center, institute, program, or office
• Designate an executive sponsor (dean, associate/assistant dean, or vice president)
• List who are the podcast’s producers, hosts, and editors
• Develop a sustainable staffing and production plan
• Establish an accessibility workflow for transcripts, captions, and promotional content
• Identify recording, editing, storage, transcription, and hosting tools
• Develop a process for guest permissions and release forms
• Create a plan for episode review, publishing, and records retention

Podcasts that represent UMB or use UMB branding must accurately reflect the University and clearly identify their sponsoring school, department, center, institute, program, or office.

Podcast creators should:

• Use approved UMB logos, visual identity elements, and brand standards
• Clearly identify the sponsoring unit in podcast descriptions and promotional materials
• Use professionally written titles, descriptions, and episode information
• Avoid implying they represent Universitywide positions or policies unless specifically authorized
• Ensure all podcast artwork is reviewed and approved by OCPA before publication

All podcast artwork, including cover art, thumbnails, social graphics, episode artwork, and promotional templates, must be approved before use.

UMB is committed to providing accessible digital content. All UMB-affiliated podcasts must include an accessibility plan and comply with applicable accessibility requirements.

Audio Podcasts

Every audio-only episode should include an accurate transcript that:

• Includes all spoken content
• Identifies speakers
• Includes meaningful non-speech audio when it contributes to understanding
• Is reviewed for accuracy before publication

Video Podcasts

Video podcasts should include:

• Accurate captions
• Accessible video players when possible
• Additional descriptions when visual information is necessary to understand the content

Promotional Content

Promotional materials should be accessible and include:

• Captions on video clips
• Alternative text for images and graphics
• Accessible social media practices
• Accessible show notes and supporting web content

When using artificial intelligence (AI) tools for transcription, editing, ideation, or promotion, follow UMB technology and data-governance requirements. Sensitive, confidential, patient, student, personnel, or unpublished research information should not be entered into AI tools unless the tool has been approved for that use.

UMB-affiliated podcasts should be accurate, ethical, respectful, inclusive, and aligned with the University’s mission.

Additional care may be required when recording students, patients, research participants, minors, community members, or other potentially vulnerable populations.

Research findings should be presented in plain language and with appropriate context. Podcast creators should avoid overstating conclusions and should clearly distinguish among established evidence, emerging findings, and personal opinion.

Common podcast topics may include:

• Faculty expertise and thought leadership
• Research and scholarship
• Student, faculty, staff, and alumni experiences
• Public health and community engagement
• Academic programs and initiatives
• Institutional priorities and events

Additional review may be appropriate when episodes involve:

• Patients or protected health information
• Student records or privacy concerns
• Unpublished research
• Legal or compliance matters
• Institutional controversies or crises
• Fundraising, sponsorship, or donor references
• Topics likely to attract significant media attention

Podcast managers are responsible for reviewing content for accuracy, permissions, privacy considerations, and compliance with applicable laws, regulations, and University policies.

When appropriate, OCPA may request additional review before publication.

Podcast creators are responsible for obtaining and maintaining appropriate permissions for all content used in a podcast.

This includes:

• Guest appearances and interviews
• Music and sound effects
• Images and graphics
• Third-party audio or video recordings
• Copyrighted materials and media

Do not use copyrighted content unless you have obtained appropriate rights or permission.

Podcast managers should maintain records of licenses, permissions, releases, and approvals related to podcast production and distribution.

A professional listening experience helps build audience trust and engagement.

Recommended practices include:

• Use a quality microphone and headphones
• Record in a quiet environment with minimal background noise
• Test equipment and software before recording
• Capture backup recordings whenever possible
• Edit for clarity, pacing, and accuracy
• Maintain consistent audio levels
• Verify names, titles, credentials, and factual information
• Develop consistent introductions and closing segments
• Review transcripts and show notes before publishing

Thoughtful planning and consistent production standards contribute to a stronger listener experience and a more sustainable podcast.

Podcasts should be developed with continuity in mind. Accounts, hosting platforms, files, artwork, analytics, and other assets should remain under institutional control so content can continue to be managed if personnel change.

Before selecting a hosting provider, consider:

• Cost and sustainability
• Analytics and reporting tools
• Distribution capabilities
• Accessibility features
• Long-term ownership and control of content
• Integration with University processes and standards

Podcast accounts, feeds, artwork, files, analytics, and other assets associated with UMB-affiliated podcasts should remain under institutional control and not be tied to personal accounts or personal payment methods.

UMB-affiliated podcasts may be reviewed periodically to ensure they remain active, accessible, accurate, and aligned with University standards.

UMB Podcast Network

UMB is developing a University podcast network to support discovery, distribution, governance, accessibility, and long-term sustainability of approved podcasts. Additional information will be shared as the network expands.

Building an audience requires ongoing promotion before and after episodes are published.

Promotion opportunities may include:

• UMB social media channels
• School and departmental social media accounts
• Email newsletters
• Departmental communications
• UMB websites
• The Elm/The Elm Weekly and other University publications
• Digital displays and campus communications
• Conferences, events, and presentations
• Cross-promotion with other UMB podcasts

When creating promotional materials, be sure they meet accessibility requirements and align with UMB branding standards.

OCPA may be able to assist with promotion of podcasts that support broader institutional communications goals.