How To Craft Your Podcast's Mission Statement

Real talk: Podcasting is hard work, and for many of us, it's work we're not getting paid to do. So it's a good idea to remind ourselves from time to time why we're doing it.

So ... why are you podcasting? Did you get tired of the overcrowded world of blogging? Are you hoping to make a difference and change someone's life? Do you want to build (or join) a media empire? Do you simply love the sound of your own voice?

Whatever your reason(s), you'll find no judgment here. Your reasons for podcasting can be whatever you want them to be. However, you should be aware of what those reasons are, because self-awareness and self-understanding are (undervalued and underrated) keys to not only personal satisfaction but success.

A few months ago, I asked, "Does Your Podcast Matter?" and noted that one metric for measuring this super-subjective quality was how your show stacked up against its mission statement. In other words, is your podcast doing what you want it to do?

At the time, you might have said said, "But Sarah, I don't have a mission statement." Now it's time to fix that.

How To Create A Mission Statement For Your Podcast

We'll work through it together step by step. The whole process could take you 30 minutes or three weeks — it's completely up to you.

1. First, grab a notebook, journal, pen and paper, laptop ... whatever helps you think and process information. If you can, set up shop in a quiet place where you can think. (And if you can't, I understand.)
2. Think about where you are now in your podcasting journey (Point A) and where you want to be (Point B). While Point A is your current state, Point B is your vision. What action(s) do you need to take, or what do you need to change to get you from Point A to Point B? How can you make your vision a reality? Do some brainstorming and free-writing on this topic for 10-15 minutes before you move on to step 3.
3. Now, take about 20 minutes to make a list of the qualities you value, the things that mean the most to you personally. Start with a nice big list of 10 or so values, which could include things like truth, entertainment, family, wealth, kindness, integrity, justice, fun, hard work, loyalty, honesty, etc. (It's okay if they don't explicitly have anything to do with podcasting.) Really put some thought into what your values are, because they will serve as the guiding principles that will help you accomplish your mission.
4. Narrow down your list of values to just three. To do this, you can circle your top three values or work backward, using process of elimination to cross out "secondary values" until you have three core values remaining.
5. Think or write about how your three core values will help you live out or reach your vision (see step 2). If you need to, define what each of these values means to you first.
6. Now let's make it actionable. Take the time to craft a statement beginning with "I am" or "I will" that explains how you will express your core values through your podcast to accomplish your vision. It's okay if it takes you several drafts or iterations! When you're done, you'll have a mission statement for your podcast.

Podcast With Purpose

I wouldn’t ask you to craft a mission statement for your show without creating one for my own. Here’s my mission statement for the Write Now podcast:

I will use my podcast to share truth, creativity and encouragement with listeners to nurture, heal and inspire them — and in doing so, help make the world a better and more empathetic place.

I also have one for the audio drama (fictional podcast) that I'm currently working on:

I will use my audio drama to tell a fun, entertaining story that evokes beauty and universal truths and reminds listeners that no matter where or who they are, they're not alone.

Once you’re done, post your mission statement somewhere you can easily reference it — a cork board in your podcasting studio/closet/bedroom, a Post-It note on your computer screen, the wallpaper of your phone, etc. You can then use your mission statement to:

• Explain to others how your show provides value
• Remind you of your show's purpose when you’re running out of steam
• Understand your own story
• Make hard decisions (e.g., know when to turn away an interview guest, or scrap an episode)
• Guide you toward your podcasting goals
• Remind you that you are making a difference.

And remember, your mission statement isn’t carved in stone. It’s okay if your mission statement changes with you — in fact, that’s healthy.  It’s also okay if your values and vision change over time. We're human, and we change and grow as we learn, and that is awesome.

What About You?

What's your podcast's mission statement? Did you use a different discernment process to craft a mission statement for your show? Share it with us in the comments below!