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


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


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

http://www.presentationmultimedia.com/social-media-marketing�

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


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


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


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



Step 3: Public Affairs Writes the Interview Questions and Introduction

FOCUS

Intro should be easily understood

Questions should highlight key aspects of the report



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

PREPARE

Not scripted

Give team questions ahead of time to review

NPR style interviews



Step 5: Public Affairs Conducts Interview, Audio Technician Records

ON AIR

Voice-over introduces speakers and topic

Followed by unscripted discussion



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

EDITS

Overall length to 5 minutes

Make sure discussion flows after cuts



Cost Effective; Interviews Can Be Conducted With Digital Tape Recorders

COSTS

Can be done cheaply with a recorder

Free editing software available for download



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

ACCURACY

Can make additional cuts to remove inaccuracies

Typically not re-recorded



Step 8: Episode Transcribed By A Contractor

CAPTIONS

Compliance with accessibility requirement



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



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



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



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

http://gao.gov/multimedia/podcast/581522�

http://www-dev.gao.gov/multimedia/podcast/653546�

http://www-dev.gao.gov/multimedia/podcast/653546�

Please feel free to contact me:

Chuck Young, [email protected]

Thank you

mailto:[email protected]�

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

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