Like any university communications channel, a podcast represents more than the individuals behind the microphone. It reflects the university's identity, credibility, and commitment to quality. Whether you're developing a new podcast or managing an existing one, these guidelines will help ensure your content is engaging, accessible, consistent with the Oregon brand, and built for long-term success.

These guidelines apply to podcasts produced, funded, or distributed by university schools, colleges, departments, programs, and other units, including those produced by external partners on the university's behalf. They also apply to podcasts representing themselves as officially affiliated with the UO.

Independent, personal podcasts that do not represent the university or use its trademarks are not subject to these guidelines.

Before You Hit Record

A successful podcast starts with a clear purpose and a well-defined audience. Before investing in equipment, recording episodes, or developing cover art, consider how your podcast will contribute to the university's communications goals.

Define Your Purpose and Audience

Ask yourself:

• What's the purpose? Identify what your podcast will accomplish and how it supports your unit's mission or communications strategy.
• Who's listening? Define your intended audience and what they will gain from listening.
• What makes it different? Consider whether your podcast offers a distinctive perspective, expertise, or storytelling approach that is not offered in other university-owned podcasts.
• Is a podcast the right channel? Determine whether audio storytelling is the most effective way to reach your audience or whether another communications channel might be more appropriate.
• How will you measure success? Establish realistic goals for audience engagement, reach, or other outcomes.

Plan for Sustainability

Producing a podcast requires an ongoing commitment of time and resources. Before launching, establish a production plan that accounts for:

• Episode format, frequency, and anticipated season length.
• Content development, research, recording, editing, and publishing.
• Equipment, software, hosting, and production costs.
• Staffing, responsibilities, and approval processes.
• Accessibility, including transcripts and captions.
• Promotion and audience development.

Best Practice: Consider producing a limited series or pilot season before committing to an ongoing podcast. This allows your team to evaluate audience interest, production demands, and long-term feasibility.

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Podcast Branding and Identity

University-sponsored podcasts are extensions of the Oregon brand. While each podcast may have its own personality and editorial focus, its visual and verbal identity must maintain a recognizable connection to the university.

Naming and University Affiliation

Choose a podcast name that is distinctive, memorable, and relevant to your content.

All official university podcasts must:

• Clearly identify their affiliation with the University of Oregon in the podcast description and recorded introduction or closing.
• Use the university's name accurately and consistently.
• Follow the university's voice and tone guidelines, while allowing for a conversational style appropriate to the podcast's subject and audience.
• Avoid names that could be confused with existing university programs, publications, or other podcasts.
• Avoid using Duck puns to name your podcast.

Best Practice: Include a brief verbal identification in each episode, such as "Produced by the [Department Name] at the University of Oregon." This helps establish the podcast's institutional connection, particularly when individual episodes are shared independently.

Cover Art and Visual Identity

Podcast cover art is often the first impression audiences have of your show. It should be visually compelling, easy to recognize at small sizes, and consistent with university brand standards.

Requirements:

• Include an approved University of Oregon logo.
• Do not use the Oregon “O” by itself as the dominating element of the artwork.
• Follow university guidelines for logos, colors, and typography.
• Use only approved university marks and graphic elements.
• Meet the technical specifications of the podcast's distribution platforms.
• Submit cover art for review by University Communications before launch. Email uobrand@uoregon.edu.

Best Practices:

• Keep designs simple and recognizable, particularly when viewed as a small thumbnail.
• Use strong visual hierarchy and limit unnecessary text.
• Ensure sufficient contrast between text and background elements.
• Maintain a consistent visual identity across podcast artwork, promotional graphics, and related digital content.

University marks may not be modified or incorporated into new, unauthorized logos. Podcast-specific artwork must be reviewed to ensure appropriate use of university intellectual property.

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Accessibility

University podcasts must be accessible to all audiences, including individuals with disabilities. Accessibility should be incorporated into the production process from the beginning rather than addressed after publication.

Required Accessibility Standards

• Transcripts: Every audio-only episode must have an accurate, accessible transcript published alongside the episode.
• Captions: Video podcasts must include accurate, synchronized captions.
• Availability: Transcripts and captions must be available when episodes are published. Episode pages should provide clear links to accessible content.
• Accuracy: Automated transcripts and captions must be reviewed and corrected before publication.

Best Practice: When possible, publish episodes on a university webpage that includes the audio player, episode description, transcript, and relevant links. This improves accessibility, discoverability, and the overall audience experience. For additional guidance, consult the university's digital accessibility resources.

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Content and Production Standards

A well-produced podcast reflects the professionalism and credibility of the university. Content should be accurate, thoughtfully developed, and appropriate for the intended audience.

Editorial Responsibility

The unit producing the podcast is responsible for its editorial content, including accuracy, fact-checking, guest selection, and adherence to applicable university requirements.

Best Practices:

• Develop episode outlines and prepare questions before recording.
• Verify facts, names, titles, and institutional information.
• Use clear, conversational language and avoid unnecessary jargon.
• Maintain consistent audio quality and volume.
• Include episode titles and descriptions that accurately represent the content.
• Establish an internal review process before publication.