Podcasts have become one of the defining media formats of our time. What began as a niche, on-demand form of radio has grown into an industry with hundreds of millions of listeners worldwide, influencing everything from consumer behaviour to politics.

Think of Joe Rogan, whose conversations attract audiences larger than prime-time television and have even played a role in shaping debates during the US presidential election. The cultural reach is undeniable and for universities, this explosion in popularity represents a chance to break free from traditional communication strategies and speak directly to the world in an authentic, human way.

This is particularly important for universities. Too often their external communication falls into predictable patterns, rankings updates, corporate-style press releases, academic jargon. Podcasts, however, offer an escape from that mould. Done well, they can reach far beyond the usual academic or student audience, engaging alumni, industry leaders, and even the wider public with content that is conversational and relevant.

The key lies in creativity: choosing hosts who bring energy, finding topics that spark curiosity, and producing episodes that feel entertaining as much as informative.

Why podcasts matter

Global listenership is predicted to surpass half a billion people in 2025, and unlike some other media forms, podcasts fit seamlessly into daily routines. People listen while commuting, cooking, exercising, or working. They offer what many describe as “intimate media”, a sense of closeness between host and listener.

For universities, this intimacy translates into accessibility. Complex research becomes understandable, faculty expertise becomes relatable, and the institution itself feels more human.

They compete in a crowded landscape where reputations are often communicated through similar narratives: employability statistics, accreditation badges, and rankings tables. Podcasts offer a way to stand out, to inject personality, and to tell stories that resonate on a deeper level.

Universities already leading the way

Some institutions are showing what is possible when podcasts are embraced as part of a serious communications strategy. The Frankfurt School of Finance & Management is a strong example. Its Studio57 explores issues across finance, management, and economics, highlighting both faculty and external expertise, supporting the institution’s global relevance.

Cambridge University’s ‘Talking Politics’ ran from 2016 to 2022 and became one of the most successful university-led podcasts ever. Over its six-year run, it produced more than 300 episodes, reached a global audience in more than 150 countries, and recorded an estimated 20 million listeners. Though no longer active, its impact demonstrates how a university podcast can move far beyond a niche academic audience and establish itself as a significant player in international political, social and economic debate.

What sets these initiatives apart is the move away from simply repackaging lectures or recycling generic content. Instead, they create conversations that feel authentic and timely, the kind of dialogue listeners actually want to spend time with.

How universities can use podcasts effectively

The potential applications for higher education are wide-ranging. Podcasts can play a role in recruitment, giving prospective students a genuine sense of what life and learning at an institution feels like.

They can strengthen alumni relations by showcasing the career journeys of graduates or by featuring alumni as expert guests. They can bring research to life, translating highly technical work into engaging conversations that resonate far beyond academic journals, and they can position schools as thought leaders by providing commentary on global issues, offering the kind of authoritative voice that builds credibility in wider debates.

But these opportunities only materialise when podcasts are approached with creativity and intentionality. The risk is that a school launches a podcast only to produce another interchangeable series of “talking heads,” where a professor monologues in academic jargon. In a crowded media landscape, that approach guarantees invisibility.

What makes a good university podcast and what to avoid

The universities that succeed are those that understand podcasts are not lectures. They are stories. They are conversations. They are entertainment. Leveraging effective digital media separates the universities that truly connect with audiences from those that fade into the background noise.

Audiences have endless choices, from comedy to investigative journalism to sports analysis, and a business school podcast must compete for that attention. To do so, it needs to sound distinctive. That means finding engaging hosts and guests who can draw out compelling insights, selecting topics that highlight the school’s unique strengths rather than repeating clichés, and delivering episodes with a sense of energy and personality.

What universities must avoid is simply blending into the background. Too many institutional podcasts fall flat because they fail to differentiate themselves. If your content sounds like everyone else’s, it will get lost in the noise. The goal should not be to tick the box of “having a podcast,” but to produce one that listeners actively look forward to, one that makes them feel something, learn something, and want to come back for more.

Be bold, not boring

Podcasts have become one of the most influential storytelling platforms of the modern era, shaping culture, politics, and business conversations alike. For universities, they are an opportunity to sound more human, expand their reach, and engage audiences who might never read an academic paper or attend a lecture. Frankfurt School’s example shows what can be achieved when this format is embraced with creativity, energy, and vision.

The lesson for the sector is clear: don’t settle for being just another institutional voice in the crowd. A world where listeners have endless options, the universities that succeed will be those unafraid to take risks and in doing so, they will find a powerful new way to connect.

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Author: Adam Kelly-Moore

Adam understands how to tap into current news and ensure his clients’ voices are heard. He secures strategic media visibility for renowned institutions from around the world, including Trinity Business School, Hult International Business School, and more. Adam understands the value of higher education first-hand, having achieved his undergraduate degree in Law and Politics at Cardiff University, a respected Russell Group institution, Adam built on his academic success with a Masters in International Journalism, at Cardiff’s School of Journalism, Media and Culture.