The challenge for Charities and Scientific bodies is to provide substantive information to their target audience while also addressing the modern methods of short-form communication.

Podcasts are a potential way of addressing these needs. The podcast format encourages long form content interviews will bring in contributions from leaders in the field

• Blogs made from the podcast content meet the needs of those who prefer the written word.

• Video-podcasts are now easier to record, these can be put on YouTube for the video audience.

• The podcast can be cut into quotes and short video clips which are ideal for social media

The advantage here is that the short-form content acts as a funnel to the substantial information for those that are interested.

A smaller proportion will listen, read or watch the full content however these are likely to be the target audience.