Covid restrictions changed the way everyone worked.
Overnight the world embarked on the biggest homeworking experiment.
Kitchen tables and bedrooms became offices. And online meetings became the new normal.
Sagentia Innovation’s work means it spends much of its time in meetings and networking events.
Without that traditional face-to-face contact, how could it get its personality across and communicate with people on a human level?
How could it build trust with its audience, demonstrate thought leadership, stimulate conversation and show a human side to the business when no one could meet up?
Just because you can’t meet face-to-face doesn’t mean you can’t compel people with educational, entertaining and vivid stories. Or leave them a little smarter than before you started talking.
The solution to the Sagentia problem was podcasts.
We worked with the company to create a series of podcasts where it could discuss crucial topics, showcase its expertise and highlight how it can improve people’s lives.
We provided the know-how, and Sagentia provided the subject experts.
Thirty Seven worked with the comms team to identify topics and spokespeople who could talk about them.
This was followed by a pre-briefing. Here, an outline of each podcast was created and research areas identified with our expert journalist, who would present the podcast and gently steer each conversation.
The first podcasts were made during the tighter covid restrictions. It meant recording had to take place remotely. As those measures gradually eased, we moved to a socially distanced studio.
Each podcast was then edited and transcribed, with voiceovers and audio branding added.
What was the result?
Well, the podcast series continues. As well as the ones already made, more are in the production pipeline.
Finished podcasts were released on the company website and subsequently made available through iTunes and other platforms.
Topics have included ‘Changing women’s health’, ‘Exploring the journey from farm to fork’, and ‘Consumer insights and sensory science’.
You can listen to them here.
The help provided by Thirty Seven with our first ever podcast series has been invaluable. Not only has it guided us through all the technical aspects of creating a podcast and found the perfect host, but the team has also worked with us to identify potential topics and relevant guests to feature. We looked at podcasts during the first lockdown as a way of showing our human side, experience and expertise when people could not meet face-to-face. And we are so pleased with what it has achieved that we will continue to include podcasts as part of our comms strategy even though restrictions have eased. We’re really proud of the finished results: engaging, topical and professional podcasts that present our people and our business in a very positive light. We couldn’t have achieved this without the support and engagement from the Thirty Seven team. As part of the process, Thirty Seven’s sister company Media First also helped prepare our spokespeople for podcast appearances. And that work has helped them to provide content we believe educates, entertains and inspires.
— Anna Perkins, Head of Marketing, Sagentia
Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.
