Corporate Podcasts - Branding and marketing communication tool
India’s first corporate PR ezine VOL 2 Issue 4 – June 07
Published by Prime Point Foundation
(Supported by Chennai PR Club)
PR-e-FACE: From the desk of Chief Editor
“More awareness needed about podcast amongst Corporates“
Podcasting, an exciting both internally and externally.
alternate medium is Already some of the multinational
sweeping across the companies have started using audio
globe. Many of the and video podcasts for marketing their
Corporates in USA, UK products. Some companies in India
have started using also use Podcasting for internal
Podcasts for promoting communication, effectively.
their brand image and positioning their
products and services. Podcasting is never a replacement for
other traditional communication
In the developing countries, there is a channels. This will function as a
lack of awareness about this new ‘formidable ally” to the other channels.
media amongst the Corporates. The
events like PodWorks at Chennai need PR Agencies and Advertisement
to be organised at different places. Agencies need to understand this
IPRS, Singapore has also taken the powerful medium and effectively use
initiative in creating awareness about this medium for their clients.
this new media.
Corporates need to understand that
the usage of audio and video podcasts
regularly would enhance the image email@example.com
PR-e-CISE – Inside this ezine
An exclusive interview with Mr Unknown facts about Podcasts
Sunil Nair, CEO, Nautanki TV Forthcoming PR events
• Expert views by Mr Syed Nazir
Razik and Ms Chinmayee
“PR and Advertising Agencies should innovate with podcast”
Listen to the full interview through podcast at
“PR Agencies and Ad (a Sample audio of one such podcast
Agencies have a can be listened along with this
greater role to play interview)
for using Podcast and
they should be more In India, a trend is emerging to
creative”, said Mr make videos available in the internet.
Sunil Nair, CEO, But no efforts are being made or
Nautanki TV, and Mumbai. In an awareness is lacking amongst the
exclusive interview to PR-e-Sense, he Corporates to make use of podcasts
explains as to how Podcast can be and video podcasts for taking their
used for branding and marketing brand across the people.
purposes. His interview may be heard
in full from the link given above. It is mainly because of lack of
Excerpts from his interview: innovations amongst the Advertising
Agencies to use this medium for
• In India, podcasts are being creating brands. Shortly, within two
used mainly for dissemination of years, more innovations will take place
internal information. But in US, UK for using Podcast as an alternate
and other European countries, the big medium for regular broadcasting
brands use podcasts and video advertisements. It is cost effective
podcasts to get the message across, and is more economical to go with
which cannot be done through TV. podcasts.
A 30 second TV commercial or PR Agencies should help to
traditional broadcasting media cannot propagate the awareness of podcasts.
bring out the full feature of the This is one of the easiest tools to
products, which may need atleast 10 spread the corporate messages… not
minutes. only brand messages, but also
messages like chairman’s speech,
• Corporates can create podcast annual reports, etc.
of their product information and place
it in their websites, or blogs, or Advertising Agencies should be
YouTube or any other public domains. more creative. Today, there is a
This will be more powerful. revival of radio advertising. Audio
Podcasting is another form of radio.
• For example, www.woot.com, a Video Podcasting is also having greater
site which sells electronic goods at potentiality amongst the online users.
discount, brings out interesting Due to emergence of broadband,
podcasts on the products, before they people are always online and a ten
are made available on the site. They minutes podcast for taking the brand
use music, wrap in the podcast. message is better than Television.
People enjoy this. Brand recall is
excellent. Mr Sunil Nair may be reached at
PR –e- STIGE – Expert views
Mr Syed Nazir Razik, Technocrat and Entrepreneur firstname.lastname@example.org
“Social media builds good corporate image”
Corporates New Media like podcasts, video
are looking for new blogging are positive tools for
medium for Corporates.
promoting their Infosys and Wipro are using
brands. They have blogs in a great way for their
started using new employees.
tools like blogs and Cognizant is using Podcast as
podcasts to talk an e-learning medium. They have
about the happenings. distributed IPods and encourage
• In the earlier days, whenever employees to use all the e-learning
products were introduced, they used podcasts which are available in their
press releases. Presently, even if a intranet, as a tool for learning.
small initiative like change of design Such types of initiatives by
for the newsletter takes place, this Corporates build lot of brand image
new medium provides flexibility and amongst the employees and their
you can reach out to the target relatives and friends, to get a ‘good
audience. This helps to reinforce the feel’ about the company.
brand. Social media has broken down
lot of barriers in building the image of
Ms Chinmayi, Radio/TV Jockey and Play back singer email@example.com
“Few tips to conduct interviews”
• Don’t interrupt when the that ‘Mother tongue influence’ (MTI) is
subject (interviewee) is speaking not present in your language.
Listen with genuine interest. Do some
Non verbal communication, research on the
communicates faster. person who is being
• When you pose a question to interviewed. Ask
the subject, allow him to answer. Any questions which are
further question arising out of the of interest to him
answer, may be quickly noted down (like sports, family).
and ask him after he finishes the This will make the subject more
answer. comfortable create interest in him to
• As far as possible reduce speak to you.
‘umms’ , ‘aahs’ and other audible Maintain eye contact. But do
affirmations when the subject is not ‘stare’
speaking. Show genuine interest in the
• When you are speaking to the subject who is going to be interviewed.
subject, pause between the lines. Even if you hate the subject, think of
Make sure that intonations and his contribution for what he is today.
pronunciations are correct. Every body has a role to play and we
• If your conversation is in need to respect each other.
English, polish your language. Ensure
Podcast: You can listen to the audio of Mr Syed Nazir Razik and Ms Chinmayee in
the podcast at http://www.primepointfoundation.org/presense0607.htm
PR –e- Views – From the experts and websites
Wikipedia definition of podcast
A podcast is a digital media file, or a series of such files,
that is distributed over the Internet using syndication
feeds for playback on portable media players and personal
Widely accepted Marketing Users can listen at their
Communication tool convenience at any time (even
• Flexibility and convenience. while traveling)
Can be produced in any language Supported by RSS, Atom feed for
• Cost effective efficient distribution
What Corporates can communicate through podcast?
News updates – Corporate Information about
performance, financial information, Products/Services
etc Media Releases
• Training materials for employees
Seven steps in production of podcasts
1. Prepare the Plan 5. Upload to the Podcast server
2. Prepare the script for contents 6. Distribute using syndicated feed
3. Recording of audio, video, images 7. Promote your Podcast
4. Editing of audio and mixing
Some statistics about Podcast
Source: http://www.podworx.com/ Percentage of Episode Listenership
and March 2006 PodTrac Audience
Insight survey 88% listen to ‘entire’ show 11% listen
to ‘three fourth’ of the show
11 million listeners of podcast at the
end of 2006 are expected to be at 22
Top Five Important Podcast
m at the end of 2007. It is expected
Attributes (out of scale of 10)
to cross 60 m by 2010.
(1) Content - 9.32, (2) Overall
Podtrac’s December 2005 survey
Quality - 8.81, (3) Host – 8.73
indicated 22,616,766 people have
(4) Audio quality – 8.28 (5) Reliability
ever listened to a podcast
(providing new episodes when
promised) – 7.88
How Do People Listen?
Portable players 56% and computers
PR –e- Views – From the experts and websites
How Podcast works?
A podcast is normally an MP3 file that iTunes) and, when a new podcast is
is placed on a web server and available, be automatically updated
announced to the world via an RSS with the new content (in the case of
(Really Simple Syndication) feed. iTunes, the new podcast is
Listeners can subscribe to the RSS automatically downloaded on to the
feed (via “Podcatching” software like user’s iPod).
A consumer using Podcatching podcast’s website and listen to any
software to access your podcast is show by (normally) downloading the
indicating their desire to listen to your MP3 file to their computer. Best-of-
show on a regular basis. This allows breed podcasts allow multiple methods
for an unblockable/direct line of of listening via their website,
communication between you and including:
that listener that has been
previously unavailable online. This 1. Embedded players (listener
is a VERY important component to clicks a FLASH-based “Play” button to
podcasting that makes for a potent instantly hear the show),
sales and marketing tool. 2. Direct MP3 downloads
3. Streaming MP3 (which does not
In addition to using podcatching require the listener to first download
software, a listener can simply visit a the file before listening),
4. RSS feed based download
Important podcast websites and Directories
PR –eVents – Events of importance
Podworks –workshop style Unconference on Podcasting
India’s largest on the
Podcast workshop information
cum Unconference collected from
was held on 9th this event.
2007. Around It may be noted
300 aspiring podcasters, including that this Unconference was organised
many of the professional podcasters through Wiki site www.podworks.in
participated in the event and shared This event was organised by ‘The
their experiences. This ezine is based Knowledge Foundation’
IPRS organises a Conference on PR 2.0 – 1st and 2nd August 2007
Relations. The conference will start off
with insights into trends and issues of
new media landscape presented by the
Media Development Authority of
Singapore and Infocomm Development
Authority. Featuring renowned
speakers and powerful brands, this
unique conference will focus on
quot; Public Relations 2.0: Engaging practical PR strategies and tactics
Stakeholders in the New Media pivotal in navigating the new media
Landscapequot; is a one day conference by landscape to manage dialogue and
the Institute of Public Relations of build stakeholder relationships.
Singapore to provide new insight into For more details and registration
user-generated content, the social http://www.iprs.org.sg/ or email to
media, and their impact on Public firstname.lastname@example.org
PR – e- Groups – Have you joined discussion groups?
Image Management Group – Second largest yahoo group on PR with nearly 1500
global members. Click here
PRpoint Group - The largest Indian group for PR/CorpComm /academic
professionals with 700 plus members. Click here
New Media Forum Group – A group for Indian journalists with around 350
members. Click here
India Vision Group – A group for Indian youth on India Vision 2020 with around
1200 members. Click here
Subscribe to this ezine PR-e-Sense – Click here
PR eTTY - Relax – A good deed by you today, will benefit you later
One day, a poor boy Immediately he rose and went down
who was selling the hall of the hospital to her room.
goods from door to
door to pay his way Dressed in his doctor's gown he went
through school, in to see her. He recognized her at
found he had only once. He went back to the consultation
one thin dime left, room determined to do his best to
and he was hungry. save her life. From that day he gave
special attention to her case.
He decided he
would ask for a After a long struggle, the battle was
meal at the next won.
house. However, he lost his nerve
when a lovely young woman opened Dr. Kelly requested the business office
the door. to pass the final bill to him for
approval. He looked at it, then wrote
Instead of a meal he asked for a glass something on the edge, and the bill
of water to drink! . She thought he was sent to her room. She feared to
looked hungry so brought him a large open it, for she was sure it would take
glass of milk. He drank it so slowly, the rest of her life to pay for it all.
and then asked, How much do I owe Finally she looked, and something
you?quot; caught her attention on the side of the
bill. She read these words ...
You don't owe me anything,quot; she
replied. quot;Mother has taught us quot;Paid in full with one glass of milkquot;
never to accept pay for a kindness.quot; (Signed) Dr. Howard Kelly.
He said ... quot;Then I thank you from my Tears of joy flooded her eyes as her
heart.quot; happy heart prayed: quot;Thank You,
God, that your love has spread broad
As Howard Kelly left that house, he not through human hearts and hands.quot;
only felt stronger physically, but his
faith in God and man was strong also. There's a saying which goes something
He had been ready to give up and quit. like this: Bread cast on the water
comes back to you. The good deed you
Many years later that same young do today may benefit you or someone
woman became critically ill. The local you love at the least expected time. If
doctors were baffled. They finally sent you never see the deed again at least
her to the big city, where they called you will have made the world a better
in specialists to study her rare disease. place - And, after all, isn't that what
life is all about?
Dr. Howard Kelly was called in for the
consultation. When he heard the name (Source : unknown)
of the town she came from, a strange
light filled his eyes.
PResenters of PReSENSE
Consulting Editor Consulting Editor Editor Associate Editor
Ms S Vidya, CES Onyx Ms Uma, Corporate P A Narrendiran, S. Sakthi Prasanna
Commu nicator Blue Lotus PR Hanmer and Partners PR
Associate Editor and Pod-Jockey Senior Web consultant PodJockey
Ms Veena Vinod M M Sevakumar Shvetha Sridhar
Good Relations PR PR Executive
Publisher and chief Editor
K. Srinivasan (Prime Point Foundation)
Feedback and contributions to:
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