Podcasting for PR

Podcasting, like blogging and other forms of real-time information distribution, holds the potential to spread information around the world almost literally at the speed of sound. Particularly among people under age 30 who have grown up with the Internet as a primary source of news, opinion and entertainment, a podcaster's opinion about Company X's latest product launch or earnings report is increasingly likely to reach their ears before a traditional press release, newscast or print article will.

In addition to podcasting's advantages of immediate access, portability and "hip" appeal to the Internet generation described above, it also has the power to move audiences in ways that traditional print media - or even a blog - cannot. A person's voice is far more effective at expressing emotion and excitement than mere words on a page: Anyone who has listened to the broadcast of Martin Luther King Jr.'s "I Have a Dream" speech after reading the transcript can appreciate this difference.

A speaker who skillfully employs tone, rhythm and feeling in a podcast will strongly connect with the audience, evoke an emotional response and leave a memorable impression that is more likely to lead people to follow the speaker's call to action.

Because a podcast file usually contains associated meta-data describing its contents - which is what enables people to search for, discover and subscribe to podcasts via RSS in the same way as they might with a blog - podcasters can effectively focus their message toward a highly specific core audience.

These attributes make podcasting a powerfully effective PR tool.

Key Scenarios for Podcasts

At a basic level, podcasts are most effective in situations or venues where audio content is the clear and compelling focus. Examples include the following:

• Audio blogging. Much of what is appealing about a written blog - such as providing immediate commentary and unique perspectives on daily events in a forum unbound by the limitations of traditional deadlines and journalistic conventions - also holds true for podcasting. Also, producing a regularly scheduled podcast that's available through RSS syndication is an excellent way to build a base of regular listeners.
• Executive speeches. Although these are often transcribed and posted to a company's Web site, providing the speech as an archived podcast ensures that the speaker's enthusiasm and emphasis of key points come through to listeners.
• Shareholders meetings. Given that these are typically run as recorded teleconferences, transferring the content to a Microsoft® Windows Media® Audio (WMA) or MP3 format makes it readily accessible to a larger audience of people who either weren't able to participate "live" or prefer to replay the event at their convenience.
• Press conferences and panel discussions. A podcast can help ensure that all journalists have a complete and accurate record of the event, thereby improving the quality of their coverage. The recordable format can be easily incorporated into radio or online newscasts.
• Q&A interviews. Spokespeople's comments on key topics can be podcast as a matter of public record, broadly extending the reach and impact of the interview.
• Internal communications. A global company with offices around the world could use a podcast to enable top executives to convey essential information with context, consistency and a personal touch for employees in every location.
• Instruction and training. Valuable content delivered at a seminar, conference breakout session or similar event could be easily archived and podcasted for audiences in other locations or newcomers to the organization, increasing the return on a company's original training investment.
• Storytelling. Podcasts can help convey brand or image messages more vividly and memorably than written text to a company's customers, shareholders, employees and the media.
• Self-guided tours. Information stored on a digital media player can help educate and inspire people during visits to the company's facilities.

Podcasting is all about delivering what audience members want. Knowing their interests is essential to determining when to use this approach as well as what sort of content to deliver.

Monica Li

Account Director

Waggener Edstrom Worldwide (Hong Kong)