How Toyota uses podcasts to reveal its human side

The company launched a digital radio show to highlight important behind-the-scenes stories. The program offers significant lessons for brand managers and communicators.

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When Toyota decided to launch a podcast in 2018, the company had modest aspirations.

“We always looked at Season One as a pilot,” says Eric Booth, senior manager, external communications for Toyota Motor North America. “We were trying something new, and if it didn’t work out, then there is always a lesson to be learned.”

Fortunately for Toyota and its podcast “Toyota Untold,” the show took off, with over 30,000 downloads over the first season and a 4.5 star rating on iTunes. Now the show is entering Season Two with a revamped format and restructured production staff.

For communicators looking to launch a podcast, promote brand journalism and engage external and internal audiences, Toyota’s story is a trove of tips and lessons.

Why a podcast?

With something as intensive and demanding as producing a podcast, it’s important to get team members excited and engaged so they go above and beyond to create your content. In Toyota’s case, the idea for a podcast came from an internal team member who loved and consumed the format on his own.

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