There’s no excuse for your association not to have its own podcast

In an age of digital saturation, attention is the new currency. Associations, long trusted as convenors of expertise and custodians of professional standards, now compete in a noisy, fast-moving content landscape. Amid social feeds and fleeting trends, one medium stands out for its depth, accessibility, and stickiness: the podcast.

There is no excuse (none!) for associations not to have their own podcast. And here’s why.

1. Podcasts are the new professional conversation space. Podcasts meet members where they are - on walks, in commutes, between client calls. Unlike emails or webinars, they allow for longer, more reflective content that listeners choose to engage with. They’re opt-in, not push-out. That makes them a powerful platform for thought leadership, sector updates, interviews, debates, and showcasing real member stories.

2. Your members are already listening elsewhere. From engineering to elder care, sustainability to software, professionals are already tuning into podcasts for insight, inspiration, and connection. Why let others dominate the conversation in your sector? A well-produced association podcast reclaims authority and gives members a familiar, trusted voice amid a fragmented media environment.

3. They are remarkably low-cost and high-return. With a basic microphone, a quiet room, and free editing software, an association can launch a credible podcast within weeks. Unlike print publications or major events, the cost-to-impact ratio is extraordinarily favourable. What’s more, episodes can be repurposed across newsletters, websites, social media, and CPD resources.

4. Podcasts humanise your brand. Associations often struggle to appear modern, accessible, and member-centric. A podcast—especially one hosted by a relatable voice, showcasing real challenges and successes—builds authenticity. It gives the organisation a tone, not just a logo.

5. They create a platform for your members. Invite practitioners, students, retirees, partners, and critics to share their stories. A podcast isn't just about broadcasting expertise—it’s about listening. That’s powerful. In an era where inclusivity and dialogue matter, your podcast becomes a platform for community building, not just communication.

6. You control the narrative. When regulation shifts, crises hit, or policies evolve, a podcast lets you speak directly and calmly to your members. No media spin. No headlines. Just your values, your voice, your vision.

So why don’t more associations do it? Sometimes it’s inertia: “We’ve never done this before.” Sometimes it’s perfectionism: “What if it doesn’t sound professional enough?” But this is precisely the point. Members don’t expect BBC production. They expect relevance, clarity, and value. Associations need to stop confusing formality with effectiveness.

The call to action is simple: Start. Record your CEO talking to a member. Interview a board member on strategic priorities. Debrief after your annual conference. Reflect on the future of the profession. Publish it. Promote it. Learn and iterate.

Podcasting isn’t a gimmick. It’s a tool. It’s a strategy. And it’s an opportunity that no modern association can afford to ignore.

After all, if your association isn’t telling your sector’s story… someone else is.

Let me know if you want to talk about podcast production. I'm always happy to chat!