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Most think tanks treat communication as a final step. Laurie Laybourn and the Strategic Climate Risks Initiative treated it as a strategy. The result was a podcast that reached the top three in the world in its category — not through luck, but through deliberate choices about format, positioning, and reach. In this episode, Federico sits down with Laurie Laybourn, Executive Director of the Strategic Climate Risks Initiative, to unpack what it actually looks like when a knowledge organization decides to go beyond the report. Their story from launching the Overshoot podcast to running a PR campaign that cut through a crowded space is a blueprint for any institution serious about influence. In this episode, Federico and Laurie discuss: Why the Strategic Climate Risks Initiative decided to launch a podcast and what they were trying to achieve that a white paper couldn'tHow they built an audience from scratch and what got them to a top three ranking globally in their categoryThe PR campaign behind the launch what they did, what worked, and what they would do differentlyWhat it takes culturally inside a knowledge organization to commit to a new communication channel and actually follow throughThe broader lesson for think tanks and research institutions that are still waiting for the right moment to expand how they show up This episode is part of In Evidence, a series on how impact-driven organizations can close the gap between the work they produce and the influence they actually have. You can listen to the whole series here: [link] You can find the Strategic Climate Risks Initiative at ⁠www.strategicclimaterisks.com⁠ and the Overshoot podcast wherever you listen.

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Episode overview

What a climate think tank can teach everyone about audience engagement w Laurie Laybourn

How impact and influence are changing

The iceberg model of knowledge sharing