audible audits · 2019. 8. 5. · news value • past client ... npr style interviews . new media ....

C H U C K Y O U N G

M A N A G I N G D I R E C T O R

O F F I C E O F P U B L I C A F F A I R S

G O V E R N M E N T A C C O U N T A B I L I T Y O F F I C E

t o

P A C I F I C N O R T H W E S T

I N T E R G O V E R N M E N T A L A U D I T F O R U M S E P T E M B E R 0 4 , 2 0 1 3

Audible Audits GAO’s Watchdog Report Podcast

US GOVERNMENT ACCOUNTABILITY OFFICE

42%

37%

14%

5%

Source: Arbitron/Edison Research, “The Infinite Dial 2010”

“Most Essential” Medium

A New Media Landscape

Internet (42%) Television (37%) Radio (14%) Newspapers (5%)

New Media Digital

Government Audible Audits The Mechanics Results

Audiences Moving Digital

New Media Digital

Government Audible Audits The Mechanics Results

Today’s Social Networking

“As of May 2013, 72% of online adults use social networking sites, and 18% use

Twitter.”

0%

10%

20%

30%

40%

50%

60%

70%

80%

Online Adults

Seniors

Social Network Traffic

Social Network Traffic

Source: “Pew Internet: Social Networking” Pew Internet & American Life Project, August 2013.

New Media Digital

Government Audible Audits The Mechanics Results

Adopting New Media

38 y. reach 50m

13 y. reach 50m

4 y. reach 50m

9 mo. reach 100m

9 mo. reach

1b

Source: www.presentationmultimedia.com/social-media-marketing Image sources: iphone-droid.com, ionradio1640.com

Digital Government

Audible Audits The Mechanics Results New Media

How Some Agencies Are Adapting

New Media Audible Audits The Mechanics Results Digital

Government

Integrity

Getting GAO’s Message Out

• Volume & complexity of content

• Two audiences

Challenges

• Video, podcasts, mobile, QR codes

Digital Solutions

• Twitter, Flickr, Facebook, live chats

Social Solutions

New Media Audible Audits The Mechanics Results Digital

Government

2010 GAO Starts Podcasts

• Feature reports & testimonies with 5 minute, unscripted interviews

Podcasts

• Facebook, RSS feed, iTunes, Twitter, Media Gallery

Access

• Reach a broader audience

Objective

New Media Audible Audits The Mechanics Results Digital

Government

• 1) Podcast Topic Identified• 2) Team contacted & Interview Scheduled• 3) Interview Questions & Intro Written

• 4) Prep Subject for Interview• 5)Interview Conducted

• 6) Episode Edited• 7) Factual Accuracy Check

• 8) IT Contractor Transcribes the Episode• 9) Episode Posted to GAO.gov and iTunes• 10) Distribution to Social Media Platforms

10 Steps for Making a Podcast

New Media Audible Audits The Mechanics Results Digital

Government

Step 1: Public Affairs Identifies the Podcast Topic

CRITERIA

• News Value

• Past Client Interest

• Consumer Impact

New Media The Mechanics Results Digital

Government Audible Audits

Step 2: Public Affairs Contacts the Team to Schedule An Interview

CONSIDER

One episode a week

Vary the Topics Covered

Vary the Persons Interviewed

New Media The Mechanics Results Digital

Government Audible Audits

Step 3: Public Affairs Writes the Interview Questions and Introduction

FOCUS

Intro should be easily understood

Questions should highlight key aspects of the report

New Media The Mechanics Results Digital

Government Audible Audits

Step 4: Give Team Questions Beforehand, Prepping Them for Interview

PREPARE

Not scripted

Give team questions ahead of time to review

NPR style interviews

New Media The Mechanics Results Digital

Government Audible Audits

Step 5: Public Affairs Conducts Interview, Audio Technician Records

ON AIR

Voice-over introduces speakers and topic

Followed by unscripted discussion

New Media The Mechanics Results Digital

Government Audible Audits

Step 6: Episode Edited Public Affairs - Content Audio Technician- Technical

EDITS

Overall length to 5 minutes

Make sure discussion flows after cuts

New Media The Mechanics Results Digital

Government Audible Audits

Cost Effective; Interviews Can Be Conducted With Digital Tape Recorders

COSTS

Can be done cheaply with a recorder

Free editing software available for download

New Media The Mechanics Results Digital

Government Audible Audits

Step 7: Final Audio Sent To Teams For Review Of Factual Accuracy

ACCURACY

Can make additional cuts to remove inaccuracies

Typically not re-recorded

New Media The Mechanics Results Digital

Government Audible Audits

Step 8: Episode Transcribed By A Contractor

CAPTIONS

Compliance with accessibility requirement

New Media The Mechanics Results Digital

Government Audible Audits

Step 9: Information Technology Team Posts Final Episode and Transcript To GAO.gov and iTunes

UPLOAD

Posts same day and time as report

Available in Media Gallery and with report

New Media The Mechanics Results Digital

Government Audible Audits

Step 9: Information Technology Team Posts Final Episode and Transcript To GAO.gov and iTunes

Significant increase when podcasts became available for free on iTunes

Average weekly downloads jumped 78%

ITUNES

New Media The Mechanics Results Digital

Government Audible Audits

Step 10: Distribution Across Digital and Social Media Platforms

DISTRIBUTE

The podcast is shared through iTunes, Facebook, Twitter, and RSS Feeds at the same time as the report is released

New Media The Mechanics Results Digital

Government Audible Audits

Key Statistics

• Podcasts published by GAO: 146

• Average Downloads per week: 1,830

• Overall Downloads: 325,000

Most Popular Episode Ever

• Disclosure of Airline Service Fees

• Downloaded 8,158 times

Most Popular Episode Last 6 Mo.

• Reducing Government Duplication and Saving Tax Dollars

• Downloaded 1,419 times

New Media Results Digital

Government Audible Audits The Mechanics

METRICS

Measuring success

Please feel free to contact me:

Chuck Young, Youngc1@gao.gov

Thank you