This week, our assignment in my Advanced Public Relations Writing class was to create our own audio podcast. Having never created my own podcast, and knowing absolutely nothing about the software we used to record our voices, this assignment proved to be a challenge for me. The whole experience was a nightmare. Nothing went according to plan. The good news is this podcast assignment got me thinking about how people in the real world use podcasts as part of real public relations strategies for their companies.
Some of you might be wondering, what exactly is a podcast? Well, let me try and explain it. An audio podcast is a digital audio broadcast in MP3 file format that can be downloaded and played on a portable MP3 player, a PC or burned onto a CD and played. Podcasts are also distributed through RSS feeds or may be downloaded directly. This allows anyone to listen to the podcast at anytime and virtually any place. One of the perks of using audio podcasts as part of your public relations plan is the fact that they are so inexpensive. It is easy to make an audio podcast for free, the way I did in my class. All you need is a computer, the ability to download and use a number of free audio-recording software, and a microphone. Low cost is only one of the many marketing benefits of podcasting. Here are some of the benefits of podcasting I learned about from the Advanced Media Productions Web site:
· Generates targeted web site traffic and boost brand-awareness.
· Creates a direct one-on-one communication channel with customers and partners.
· Easily accesses a global audience.
· Builds a loyal following by creating and engaging listener communities around niche topics, causes, products or brands.
· Virtually distributes audio content through social networking.
After my experience with podcasting, I realized what an excellent tool podcasts can be as part of a social media public relations plan. However, I believe it can be very challenging to come up with podcast content that is going to be interesting and valuable to listeners. My podcast was focused on how to write a strong resume when applying for internships in public relations. The target audience for my podcast was students majoring in public relations. Although I believe the content of my podcast was helpful, I’m not sure that students would take the time to listen to it. I know I wouldn’t! This brings up a key issue for public relations professionals. It raised the question, how do we come up with content for podcasts that is relevant and entertaining at the same time? How do we grab the attention of our target audiences? As I learn more about these different social media tools, I hope to find the answer to these questions.
Great post, Kelly. You asked a great question — how do we attract listeners? One way is to provide thought leadership on an issue. Lots of people tune in to hear commentators’ perspectives on contemporary issues. Another way to attract listeners is to provide instructional lessons. You questioned whether students would want to listen to your podcast on building a resume. Perhaps not, because you are a student, just like your listeners. However, if you were to do a podcast on this topic once you’ve made it as a high-ranking public relations executive, my guess is that you would not have a problem finding eager listeners.