The Intersection of Marketing and Public Service in University-Produced Podcasts

<span style="color: #242424; font-family: 'Aptos Narrow', Calibri, 'sans-serif', 'Mongolian Baiti', 'Microsoft Yi Baiti', 'Javanese Text', 'Yu Gothic'; font-size: 14.6667px; white-space-collapse: preserve; background-color: #ffffff;">Two decades of podcasting have presented opportunities for creators and communicators alike to present ideas, information, entertainment, and more to a wide audience through an audio-based medium. Much of the research on educational podcasts pertains to the use of podcasting in classrooms and its impact on student learning. However, educational institutions like colleges and universities may produce podcasts that are intended for a general audience and used as a content marketing piece. Though these types of podcasts have been identified in previous literature, there are few analyses on these branded podcasts by educational institutions. This study identifies patterns and characteristics and to sort similar podcasts into different categories and formats as a way to establish a baseline of evaluating such podcasts. The associated framework and characteristics identified in this study may also provide standards and guidance to communications and marketing professionals in higher education who are interested in launching a branded podcast as part of their communications and marketing channels.</span>