Why poor quality audio is a reputation killer

I learned quickly at the BBC that listeners have a very low tolerance for issues with the sound. We used to get a flurry of angry text messages when one of the mid morning presenters began angrily typing messages to her producers while she was meant to be listening to a guest telling their story. 

When Radio 5 live moved out of London’s Television Centre into brand new studios in Salford, the glass walls with doorways onto the open plan office looked really cool. Unfortunately the sound engineers were not properly consulted on which microphones should be installed. The combination of these aesthetic choices very quickly led to questions from disgruntled listeners: 

“Why does it sound like you’re broadcasting from a bathroom?” one wrote via text.

We had to replace all the microphones. 

It’s easy to make mistakes

Even experienced pros get it wrong sometimes. Sound quality isn't just a technicality, it's crucially important. If they can’t clearly hear the conversation in their noisy kitchen, car or through ear buds on a windy walk your listeners will simply switch off.

Considering how you sound, as a guest as much as a host is even more critical for a high-end brand or a leader in their field. Despite this, I see so many professionals who wouldn't dream of showing up to a meeting in a disheveled suit, but are happy to record a podcast from their kitchen on a pair of cheap earbuds.

Don't let "good enough" kill your credibility

When you are asking an audience to give you their time, the quality of your audio tells them exactly how much you value that gift. Poor sound quality creates a cognitive load. It makes the brain work harder to decode what you’re saying. That fatigue is a reputation killer regardless of how good your content is.

Think about the psychology of a listener. We associate clear, rich and balanced audio with authority and competence. Conversely, a tinny recording with echoes or digital artefacts feels amateur. It creates a subconscious barrier between your expertise and the person you’re trying to influence.

It’s also about consistency. At 5 live, we worked hard to ensure every minute of audio met a specific broadcast standard. Your podcast should be no different. Whether someone is listening in a car or on headphones, the experience needs to feel premium from the first second of the intro to the final sign-off.

We use the same rigour in our production work at The Podcast Coach. We help our clients achieve the warm sound of a studio regardless of where they are in the world. It’s about removing the distractions so your message can land with its full weight.

Ensuring your podcast meets professional broadcast standards shows you mean business. When the sound is effortless to consume, your audience can focus entirely on your insight. That is how you build a brand that sounds as good as it looks.

If you found this interesting, why not have a look at Rory's post about what podcasters can learn from radio.