Podcasting as a communications tool

Voice is a powerful communication medium – use it to best advantage. Podcasting is a new way of delivering your voice message globally.

You may well have heard of podcasting but do you really know what it is?

If you haven’t or don’t – join the other 50% of the world population which still looks blankly when you mention the term. But wait; you need to know what it is and how you can use this simple tool to your unique advantage. The concept is spreading fast and podcasts are quickly becoming a significant choice for people who want to both deliver a message as well as to listen to content when they want not when is is published.

OK but what is a podcast?

Wikipedia offers the following definition:

Podcasting is the method of distributing multimedia files, such as audio programs or music videos, over the Internet using either the RSS or Atom syndication formats, for playback on mobile devices and personal computers. The term podcast like 'radio', can mean both the content and the method of delivery. The host or author of a podcast is often called a podcaster. Podcasters' web sites may also offer direct download or streaming of their files; a podcast however is distinguished by its ability to be downloaded automatically using software capable of reading RSS or Atom feeds. Usually a podcast features one type of 'show', with new episodes released either sporadically or at planned intervals such as daily or weekly. In addition, there are podcast networks that feature multiple shows on the same feed.

So podcasts are audio files made by anyone who has access to a microphone and a computer.  Podcasts are normally created as mp3 files becasue this is the most common form of audio file distribution.  They are then posted on a website or blog page for download. 

Podcasts usually have associated with them an RSS feed which means if you are subscribed to a particular podcast it will end up in your RSS aggregator (see earlier articles for references to this).  Alternatively there are special podcast catchers which will only collect these files from podcast programs you have subscribed to.  These programs then transfer the files to your mp3 player for listening.  Easier still – use iTunes, it allows you to subscribe to a huge number of podcasts with auto down-loading directly to your i Pod.

Why would my company/organisation want to use podcasts?

Primarily as another communication tool.  There are a number of ways they can be used:

• For internal company communication.  For example see this story on this blog about National Semiconductor which purchased 8000 i Pods for their staff.  Apart from personal use, the company also intends to produce internal staff podcasts on company matters as a means of communicating more effectively with their staff.
• Training: Podcasts can be developed as a serious training tool whether this be recording of lectures, seminars and workshops or more specific tasks such as in-house induction procedures.
• To promote your products and services with regular updates and interview with users and satisfied clients.
• As a replacement for company email newsletters.
• As a content adjunct to your company blog

But will anyone listen to them?

Who knows. your audience could be as small as you own employees or have a global reach. There are many tricks to promoting your podcasts, but the main game is to produce good content to sell your message and at the same time attract new listeners.  You may only produce a few podcasts each year and these can be easily  posted on your company website for download.  Alternatively if your focus is training then you may need to allocate specific company resources to their development, production and distribution.

Keep your podcasts relatively short (10–20 mins max), ensure the recording quality is good and if you have time and a few extra dollars get a professional promo made to introduce the podcast. Most importantly spend some time to ensure that the podcast itself is easy to listen too, with clear voice articulation.  There may be someone in your company who is a hidden voice talent, seek them out.

Where do I learn more?

There are some really good books that have been published over the past 2 years on podcasting.  You can either buy these on Amazon and some are held in local bookstores. Its worth getting a couple and reading up on the technology production techniques and how to get your podcasts out there.  There are an estimated 30,000 podcasts currently in production globally and most are by rank amateurs so don't be afraid to give it a go.

APTUS Strategy have a wealth of podcasting experience and can assist your organsiation to get on the poddy trail, check us out here 

Further information:

Books

Websites

Ten tips for Podcasting Success