Discovering the Power of Podcasting at Museums
Having just released a whole book dedicated to teaching museums, history organizations, and cultural nonprofits how to produce their own podcast in-house, I wanted to step back in this post and share my journey from casual podcast listener to museum podcast advocate. It was during this evolution that I saw how perfectly the medium of podcasting suits the needs of museums and how podcasts can help us in the ongoing effort to go from walled-off elite institutions to permeable community structures.
My own podcasting journey started when I accepted a Fulbright Fellowship to spend nine-months in Iceland studying the Icelandic language and researching Icelandic museums. I had been working at the American Association for State and Local History, and in my capacity as Marketing Coordinator, I was constantly thinking about ways to connect with AASLH members digitally and how the engagement techniques I was learning and testing could be used by our member institutions to expand their mission beyond their physical space.
As I thought about how I would begin my investigation of Icelandic museum culture, I decided it would be practical to buy a recorder so I could easily transcribe my conversations later. It was only a short mental hop from there to completely discarding the idea of formal research; instead, I would start a podcast that explored the museums of Iceland through interviews and storytelling. Though I didn’t realize it just yet, I would be collecting and interpreting the museums of Iceland, rather like they were doing with their own communities and areas of focus.
By the end of my time in Iceland, I had recorded episodes at twenty-one Icelandic museums for Museums in Strange Places. The most powerful stories I recorded were the stories of how these unique institutions were founded and the passionate people who made them a reality. I found the same when I recorded at twenty-two museums in Maryland for Season 2 of the podcast (coming late 2018). It’s not that these museums aren’t producing excellent exhibits and programs and tours; it’s that we, as a field, are not fully communicating to the public the incredible passion, dedication, and expertise that goes into even the smallest museum.
When I visit museums to record, I can capture intimate portraits of a museum at work. I usually interview a high-level staff member, and they don’t just share what is on the walls. For example, when I visited the National Museum of Civil War Medicine in Frederick, Maryland, I got to speak with Katie Reichard, their Director of Programming. One moment really stood out to me: we were talking about their display on women who had secretly enlisted in the Civil War. The main panel speaks about one individual who was born with female anatomy but began dressing and presenting themselves as a boy/man in their early teens. It was only when they were sent to a nursing home in their old age that they were “discovered” to be a “woman” and forced to dress accordingly.
Katie talked to me about the challenge of interpreting queer people in the past. In this conversation (and others), Katie’s passion for her work and the museum’s mission was unmistakable. The relevance of this discussion combined with Katie’s nuanced approach is the kind of interaction that turns a casual visitor like me into a person who really believes in the work of an institution. I think about the people Katie described to me and the museum’s efforts to tell their stories all the time. My experience at the museum deeply impacted the way I think about the Civil War and war in general, honestly.
This has happened countless times. I visit a museum for the first time to record, thinking it seems interesting, but with no deeper attachment; I leave filled with excitement for the museum’s work and a deep affection for the institution. This is the result of intimate, relevant, one-on-one engagement with passionate museum people. It’s nearly impossible to get this experience from a visit that doesn’t provide this kind of intimate human connection.
But it’s also nearly impossible to provide that to every visitor, no matter how much money a museum can commit to the endeavor. This is where podcasting comes in. Podcasts offer the opportunity to speak directly to an individual, on their own time. Podcasts are intimate. Regular listeners to podcasts talk frequently about the emotional connection they form with the hosts of their favorite shows. Often, podcasts are what keeps them company on long drives, during the workday, and whenever else they have access to a computer or smartphone, which these days is basically always. And when I say always....well, my husband and I fall asleep listening to podcasts every night and then get up and listen when we leave the house in the morning.
I’ve come to truly believe that the medium of podcasting can open up incredible doors to the kind of intimate, one-on-one engagement that converts visitors to devoted fans. And, as I’ve spelled out in my new book, podcasts can be done with a lot of money and a little time OR a little money and a lot of time. So there is room for budgets of all sizes to start telling their best stories this way. I think what’s stopping a lot of institutions from starting their own podcast is a sense that this requires certain skills they don’t have or that it’s very expensive. There’s also almost no museums-specific information available that explains in detail how to start a podcast. My goal in writing Your Museum Needs a Podcast was to solve this problem, and based on early feedback, I think I’ve delivered on that goal.
I hope to see more museums start making great podcasts. In my dream world, everyday listeners would look to museums for great podcasts, knowing that we are the keepers of some of the world’s best stories and that we’re staffed with the right people to tell those stories.
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