Podcasting isn’t just storytelling—it’s a powerful digital communications tool. What’s the Big Idea?, the University of Manitoba’s podcast, features our president as host and our star researchers and alumni as guests. Each episode allows us to showcase UM’s impact, strengthen institutional voice, and connect with audiences across platforms.
In its fourth season, What’s the Big Idea? has achieved first-week download numbers that place it in the top 1% of podcasts globally—demonstrating what’s possible with a clear strategy and strong execution.
This session explores how our team plans, produces, and promotes podcast content as part of an integrated digital ecosystem—aligning episodes with institutional priorities, extending reach through social and live events, and creating content that resonates with diverse audiences.
This presentation will share practical lessons on building a sustainable podcast model, measuring performance, and repurposing content to maximize impact across channels. Whether you’re launching a podcast or evolving your content strategy, you’ll leave with actionable ideas you can apply at your own institution.
Andrea Bilash
Director, Strategic Engagement, Public Relations and Presidential Initiatives, External Relations, University of Manitoba
Andrea Bilash is part of the team behind the University of Manitoba’s award-winning What’s the Big Idea? podcast, where she helps bring impactful research and complex societal issues to life through engaging storytelling and conversation. A UM alum with a background in film, television and communications, she’s been with the university for over 13 years and specializes in strategic engagement and translating bold ideas into accessible public dialogue. Grounded in a strong commitment to Truth and Reconciliation, her work helps shape inclusive conversations on issues such as artificial intelligence, climate change, health and social innovation.
Known for her collaborative approach and authentic storytelling style, Andrea is passionate about creating meaningful connections through conversation. Outside of work, she enjoys gardening, hiking, training with her triathlon club and maintaining a daily meditation practice — activities that help inspire the creativity and balance she brings to both her work and life.