Fact-checking alone can’t take on the vast amounts of disinformation circulating today. People need to develop a “skeptical mentality,” said Varma, opening themselves to new ideas and accepting that they don’t need to have an opinion on everything. 

“Podcasting is the perfect media to build that skeptical mentality,” said Varma.

Simply put, creators can amplify truthful narratives on podcasts, and push listeners to consume information more critically.

Tell engaging stories, simply

Podcasters can employ practical, engaging storytelling techniques to attract listeners and keep them coming back.

For starters, keep it simple. When it comes to an audio-only format, structure is important – and less is often more. Foster an intimate environment with your listeners, one in which you talk to them and not at them. If you bring on guests, treat them respectfully. Don’t interrupt, and allow them time to tell their stories and offer insights, even if it means you’re doing more listening than speaking.

Identify the stories you want to cover. Chances are there will be an audience eager to tune in. You can launch a podcast on your own – one person is plenty if you have an engaging story to tell.

Show, don’t tell. If you have ever been able to visualize scenes and characters in your head when you read books, you know the power of words to foster mental images. Audio is no different.

Define your story and speak in an active voice. Ask yourself, suggested Varma: “Are you the main narrator? (Which is perfectly fine.) Are you a facilitator for other characters? Are you the story?"

Commit the time to make your efforts work. Consider putting out two episodes a week for a year, and then take stock of how they’ve performed, suggested Varma. If you don’t see results you like, you can move on, knowing you gave it a real try.

Build and engage your audience

There are relatively few barriers to entry for content creators interested in podcasting. No fees or licenses are required, and while big-time creators may use expensive equipment, new creators can get started with just a cell phone or laptop.

“You don't need a license to start a podcast,” said Varma. “You are limited only by your imagination and desire.”

Unlike, say, radio programs, which can get bogged down by fees and time limits, podcasts have a knack for attracting audiences with niche interests. This facilitates the emergence of podcasts covering a multitude of topics – whether it be gruesome crime stories, politics, or the ever important ones discussing Harry Potter or your favorite shows, like The Office.

Podcast listeners are often captive audiences – people commuting in their cars, traveling on a plane, or working out. Listeners aren’t flipping between platforms as they might when browsing social media platforms, for instance. This creates longer user sessions with more engaged listeners. To further engage listeners, journalists can cross-publish on social media platforms, too.

Varma pointed to the 1,000 true fans theory, to explain that you do not need a large following, like some well-known creators enjoy, in order to be successful. A creator needs to develop a direct relationship with only 1,000 loyal listeners, the theory lays out, to sustainably finance a project.

“It’s the most efficient way to consume deep content,” noted Varma. “Radio is blasting in the car while podcasting is a voice in your head.”

Disarming Disinformation is run by ICFJ with lead funding from the Scripps Howard Foundation, an affiliated organization with the Scripps Howard Fund, which supports The E.W. Scripps Company’s charitable efforts. The three-year project will empower journalists and journalism students to fight disinformation in the news media.