Audible Audits · 2019. 8. 5. · News Value • Past Client ... NPR style interviews . New Media ....
Transcript of Audible Audits · 2019. 8. 5. · News Value • Past Client ... NPR style interviews . New Media ....
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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
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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
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Audiences Moving Digital
New Media Digital
Government Audible Audits The Mechanics Results
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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
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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
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How Some Agencies Are Adapting
New Media Audible Audits The Mechanics Results Digital
Government
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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
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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
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• 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
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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
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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
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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
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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
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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
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Step 6: Episode Edited Public Affairs - Content Audio Technician- Technical
EDITS
Overall length to 5 minutes
Make sure discussion flows after cuts
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Cost Effective; Interviews Can Be Conducted With Digital Tape Recorders
COSTS
Can be done cheaply with a recorder
Free editing software available for download
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Step 7: Final Audio Sent To Teams For Review Of Factual Accuracy
ACCURACY
Can make additional cuts to remove inaccuracies
Typically not re-recorded
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Step 8: Episode Transcribed By A Contractor
CAPTIONS
Compliance with accessibility requirement
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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
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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
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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
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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