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Audio Journalism and Promotion



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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter



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  • For something to be an audiocast, it must have the ability to:Be syndicated
  • Questions: Are markets today too niche-based for radio? Is audiocasting good or bad for radio?Is radio dying?
  • END LECTURE 6 AFTER THIS SLIDE!!The rules have changed. You’ve got to differentiate yourself.You want your own column or show about whatever topic you love? Well, here’s a place to start.It won’t be a final job, but it could get your foot in the door, make for great networking

Audio Journalism and Promotion Audio Journalism and Promotion Presentation Transcript

  • Social Media CourseDr. Matthew J. Kushin
    Assistant Professor
    Department of Communication
    Utah Valley University
  • Audio Journalism & Promotion
    Dr. Matthew J. Kushin
    Course: profkushinsocial.wordpress.com
  • Overview: Online Audio publishing & Why its relevant
  • Online Audio Publishing
    Live streaming content
    Audio slideshows
    All online audio publishing require similar skills
  • Case Study: Podcasting
  • What is it?
    Subscription-based media programming (often audio or video)
    Subscribers use RSS to automatically or manually download podcast content to computers or mobile devices
  • In essence:
    Audio + Hosting Site with RSS
    Video podcast
    Video + hosting with RSS
    To be a ‘cast’ media must:
    Be syndicated
    Have a time-element
  • How it works
    New show comes out
    RSS subscription receives information
    You download!
  • Podcasts & Mainstream
    Began as amateur expression
    Ability for amateur to produce influential content declining
    Now a standard format for mainstream media
  • Keeping Our Audience in Mind
    Remember – today’s media user seeks:
    On-demand consumption
    Multimedia content
    Real-time reporting
    Audience engagement
  • Podcast Does it!
    Podcasts enable:
    Time-shifting - Act of consuming media at time other than original broadcast
    it is a response to our fast-paced, mobile world.
  • How is it important?
    Allows creators to:
    Circumvent radio control over programming
    Reducing cost in reaching target audiences
    Full control over message
  • Podcasts: Thrive in the Niche
    Remember: Social media is niche-based
    Podcasting isn’t broadcasting!
    We don’t evaluate social media success with quantity
    We measure with quality
  • Podcasts: Thrive in the Niche
    Target a specific audience
    Seek sponsors & advertisers related to the niche
    Build following over time
  • How is Audio Used?
  • PR & Organizational
    Social media is about
    Providing content people want
    The “hard sell” doesn’t work
    Podcasting can work to:
    Position your firm as a thought leader
    Increase online visibility
    Build brand loyalty
    Contribute to a niche
    Internal Communication
    Audio (or sometimes video) news releases
    Sometimes PR attempts to mimic a radio program broadcast as real news, hoping it will be broadcasted as such!
  • Journalism
    “Backpack journalism”
    Podcasting = 1 use of audio journalism
    Audio media also used for:
    Breaking news reporting
    Reporter overviews – backstory or summaries to accompany print article
    Audio slideshows
  • Journalism: Podcasts
    Alternative news delivery options
    Offer audio of printed material
    Niche-oriented supplemental content
  • Needed Skills: Competency in Audio
  • What is needed
    Simple tools: microphone, recorder, free software, internet connection
  • Must Knows
    Planning & Writing for audio
    Audio Recording
    Audio Editing
    Online publishing
  • Supporting Cast
    Online Publishing
    RSS feed
    Podcast home – a webpage/blog direct listeners to
    Promotional campaign
  • Types of sounds you’ll use
    Natural Sound
    noise in busy hall
    Audio of professor lecturing in class (w/ professor’s permission)
    Voice over – scripted short sentences.
    Recorded last
    Provide needed context & organization
    Added sound/music
    Intro / outro music, transition sound effects.
  • Assignment Overview
  • Be a self starter: It takes little to start your own podcast!
    Career Advantages for PR, J’s, Broadcasters, production & radio people:
    Networking opportunity
    Work Samples
    Build professional online presence
    “Your personal brand”
  • Go further!
    If you are very passionate about podcasting, check out audio courses offered by Digital Media Technology dept @ UVU.