Letter - Podcasting requires editorial control

Anthony Hilton makes a valuable point ('Podcasting: leave it to the professionals,' PRWeek, 23 February). While media owners of any credibility vigorously protect editorial integrity and standards of journalism, the same quality control is not applied to their podcast output.

Podcasting has become ultimately ubiquitous, but the amount of low-quality content available is worrying.

Having the ability to engage a reader does not mean a journalist has what it takes to engage a listener.

High-quality podcasting requires significant broadcast experience.

There is no shortcut to this. Low-quality, often script-read, podcasts undermine the medium.

At The Independent, we have limited the volume of our podcast output and focused on quality by only using journalists with broadcast backgrounds.

Media owners would do well to exercise more editorial control and help raise standards across the board.

Richard O'Connor, creative solutions director, The Independent and The Independent on Sunday.

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