The voice creates a particular kind of relationship. It can accompany us as we walk, travel or go about our day, and makes room for a more considered story. This is one reason I find podcasts an interesting format for communicating about businesses and projects.

Their value depends on the quality of the editorial idea. Before thinking about production, we need to ask whom we want to reach, what subject we can explore with expertise and why someone would come back to listen. A regular schedule makes sense when it supports a recognisable idea.

For a business, a podcast can give a voice to experiences, people and subjects that deserve closer attention. Authority comes from the content and the ability to offer audiences something: a perspective, knowledge or a conversation that finds less space elsewhere.

Audio and video can coexist, provided each format is designed for its context. An episode, a short clip and a newsletter extract serve different purposes. Republishing the same material everywhere rarely makes the most of each channel.

Advertising also needs consistency. When a commercial message enters the story, it must be identifiable and respect the trust between the host and the listener. Transparency is part of the quality of the experience.

Artificial intelligence tools can help with transcription and organising the work. Editorial oversight, attention to the voice and checking materials remain essential: being able to produce something easily does not replace a good reason to do so.

In my approach, a podcast should be connected to communication objectives and assessed using relevant indicators. Listener numbers, audience retention and the quality of interactions offer different insights; no single number tells the whole story.

The future that interests me is one in which audio projects build relationships over time, supported by a clear identity and conversations that leave something with the listener.