Fact Checking and Due Diligence While Podcasting
Podcasts are fantastic for sparking conversations, including difficult and sensitive ones. However, podcasters must build trust through diligent fact-checking in today’s media landscape, where information can easily be skewed. Misinformation is dangerous, and even with good intentions, we all have blind spots that can influence what we put out into the world.
The Dangers of Misinformation
- Real-world Harm: Inaccurate information can spread like wildfire, harming individuals (think dangerous medical advice) or inciting negativity towards groups unfairly targeted by misinformation. One of the big examples of this was during the COVID pandemic, where trust in media companies was eroded because of blatant falsehoods spread with unfounded medical advice (remember when the vaccine was said to stop the spread, but that turned out to be very wrong!).
- Damage to Your Reputation: Podcasters earn loyalty by being reliable. If listeners find you spreading falsehoods, intentionally or not, it erodes trust and can alienate your audience. If you make a statement that you think might be controversial — take a few moments to look it up from a variety of sources, even the ones that might be bad press. There are countless instances where people with controversial ideas turned out to be right!
Fact-Checking as a Shield
- What is fact-checking? It means going beyond gut feelings and verifying your sources. Check statistics, look for conflicting evidence, and don’t just rely on information confirming your beliefs.
- In the race to the bottom of the brain stem, clips on social media often have little to no context with what is being said. As a podcaster, it is your duty to get to the bottom of the context to understand what is being conveyed.
Follow the Money: Understanding Advertiser Influence
- It’s not just about the facts: If a large chunk of your podcast revenue comes from sponsors in one particular industry, it’s natural to become protective of that industry. Even without direct pressure, a subtle pull might make you less likely to challenge certain narratives. It is why it’s always good to have multiple sources of income, independant of a sponsor.
- For example, Peleton tried to influence Theo Von’s podcast, but he ended up losing the sponsorship because he wouldn’t bend to their wishes. Ironically, once Dana White of the UFC heard about them trying to influence Theo, he removed all Peleton equipment from the UFC and replaced it.
- Think like your audience: If a podcast about nutrition seems heavily funded by supplement companies, listeners might rightfully question the objectivity of the information it provides.
Incorporating Fact-Checking into Your Workflow
- Build it into your process: Don’t just fact-check questionable claims. Develop the habit of verifying information from all sources to reduce unconscious bias. This is how Joe Rogan runs his podcast, and it is a really good way to keep things on the up and up.
- Be transparent: Occasionally explain to your listeners how you verify facts. This reinforces your commitment to accuracy.
- Own your mistakes: If you do slip up, acknowledge and correct it immediately. This builds more trust than trying to hide errors.
Fact-Checking as Your Advantage
In a world hungry for reliable information, emphasize your commitment to accuracy. Let your dedication to balanced, well-researched content make you stand out from the crowd.
Conclusion
Fact-checking is an ethical duty for podcasters, especially when sensitive topics are on the table. It builds audience loyalty and protects our role in creating informed dialogue. Remember, fact-checking isn’t just about individual claims; it means critically examining the whole context of where your information (and your funding) comes from.