Corporate Podcasts - Branding and marketing communication tool


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This is June 2007 issue of Corporate ezine PR-e-Sense.. In this edition, we deal with "Corporate Podcasts". For all the earlier editions, please visit

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Corporate Podcasts - Branding and marketing communication tool

  1. 1. 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. and revolutionary 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 K. Srinivasan the usage of audio and video podcasts regularly would enhance the image 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
  2. 2. 2 PR-eXCLUSIVE “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,, 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
  3. 3. 3 PR –e- STIGE – Expert views Mr Syed Nazir Razik, Technocrat and Entrepreneur “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 Corporates. Ms Chinmayi, Radio/TV Jockey and Play back singer “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
  4. 4. 4 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 computers. Why Podcast? • • 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: 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 41%
  5. 5. 5 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
  6. 6. 6 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. 10th and June 2007. Around It may be noted 300 aspiring podcasters, including that this Unconference was organised many of the professional podcasters through Wiki site 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 or email to media, and their impact on Public 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
  7. 7. 7 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.
  8. 8. 8 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: All the earlier issues may be downloaded from Listen to India’s first pod-magazine one stop shop for podcasts on all subjects Do you want to subscribe to this ezine. Please click