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Podcasting Tips for PRSA-SA 2018

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Podcasting Tips for PRSA-SA 2018

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Tips presented by Christie L. Goodman, APR, Director of Communications, Intercultural Development Research Association, at the PRSA San Antonio event, October 2018

Tips presented by Christie L. Goodman, APR, Director of Communications, Intercultural Development Research Association, at the PRSA San Antonio event, October 2018

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Podcasting Tips for PRSA-SA 2018

  1. 1. Podcasting Tips Christie L. Goodman, APR IDRA Director of Communications PRSA-SA 2018
  2. 2. What makes a podcast a podcast? Downloadable audio – with subscription capability Like radio shows -- You listen to them. Not like radio shows -- You listen to what you want and you listen when you want. According to Edison Research (2017)… • Overall, 40 percent of Americans age 12 or older have listened to a podcast at some point. That’s 112 million Americans who have listened to a podcast. • 67 million Americans listen to podcasts monthly. Today, 24 percent of Americans age 12 or older listen to podcasts monthly. For context, 21 percent of Americans are Catholic. Thus, podcast listening is more common than Catholicism in the United States. • Two-thirds of podcasts are listened to on a phone or tablet. 52 percent of podcasts are listened to at home, 18 percent in the car. • 65 percent of podcasts are listened to on a phone, thus assumed more on-the-go consumption. Audio vs. video • The advantage of audio is that you can be doing other stuff while you listen, like driving or exercising. • Audio still has a unique intimacy. • So don’t do video of a talking head. There has to be a reason to ask your audience to stop and watch.
  3. 3. Benefits of Podcasting Podcasts allow listeners to time-shift and place-shift media consumption Podcasts are 100% efficient, since episodes are only downloaded by listeners on an opt-in basis Podcasts are easily accessible to a global audience that is not defined by geographic boundaries Podcasts afford companies the ability to leverage electronic programming with no outside news media filter Podcasts are the most cost effective electronic media distribution channel available ------------------------------------------------------------------------------ Podcasting is a Tactic Integrate the podcast into some facet of the organization’s work. Don’t let it be your hobby at work. If you want it to last, it has to relate to the organization’s goals. Why might you want to do a podcast? Share tips Tell stories Counter negative publicity Crisis management Expose employee talent Humanize the company Extend professional development Let employees or customer feel closer to the CEO Promote products and services (but never with a direct sell approach) Reach out to your biggest fans and advocates – they have decided to listen, they are predisposed to your message
  4. 4. https://www.docebo.com/it/blog/podcasting-strumento-mobile-learning/
  5. 5. Goal Setting Why you are doing this, who it’s for and some big picture details Content Planning what your podcast is about and planning processes Technology Resources, equipment, editing and production, and data collection Dissemination How you’ll get your podcast to people, promotion, building community Four Steps to Planning Your Podcast
  6. 6. Goal Setting What do you want to accomplish? Where do you want to be when you’re done? • Motivate listeners to do something (vote, change lifestyle habits) • Share your expertise (teaching strategies, medical info, how to barbeque, good movies to watch) • Provide support (mom’s, cancer patients) • Enhance your reputation (Whirlpool, Oracle) • Recruit employees or students • Share company news • Share insights on issues • Service: Virgin Atlantic introduced travelers to the city they are going to, • Publisher: interviews with authors, • Management consultant: case studies, healthcare co: wellness program • Promote an event Be purposeful Understand Podcast Listeners • Expect authenticity and transparency. • Expect informal style of conversation vs. heavily polished productions. • Refuse to be sold to. • Will listen a long time if the content is interesting and relevant to them. • May pause and restart several times when listening to a single podcast. • Will go back and listen to past episodes they missed – especially our listeners. • Regular listeners will feel part of a community, especially if they share feedback and it is included in the podcast.
  7. 7. Content Create a predictable pattern. Maybe start with a short term series, like 10 episodes about a particular topic. Plan your process for recording each episode (e.g., interviewer and interviewees) • Pick a topic • Follow a checklist • Agree on key points Plan how you will generating feedback • E-mail • Phone line or Google talk • Mail • Online comments to blog • Surveys What will you do with feedback? Podcasting requires easy approval processes. It’s one thing to have several levels of supervisors word-smith a printed piece, but you can’t produce a podcast that way. My directors don’t hear our podcast until it’s online. Things to plan for • Format: Interview or conversation (no reading) • Number of voices • Length (there’s no magic length) • Roles (Coordinator, Interviewers and interviewees, Technology support, Web site person, Audio editor, Clerical for paperwork and forms) • Costs (equipment, hosting, production, promotion)
  8. 8. Technology Recording equipment • Zoom recorder • iPhone • Microphones () Editing and Production • There are easy-to-use audio editing tools online and software • How much editing do you want? Our editing does the following: level the sound; add the intro, music and excerpt; add the closing message; create simple show notes; and add the ID3 tags (The tags allow information such as the title, artist, album, track number, and other information about the file to be stored in the file itself). • Editing takes time. Feedback Mechanisms Data collection • Web site data: page views, downloads • Subscription data • You won’t get it all. Nothing will tell you they listened. • Look for trends.
  9. 9. Dissemination Some will listen from a web site, meaning they are sitting at a computer (which means they have to look for it). The others will subscribe and listen through their mp3 player (which means the podcast is delivered to them). Host on your own site or blog platform Post to iTunes Use other third party platforms Post information online • Online audio player • Show notes • Contact info • Subscription link • Archives or topical listing • Photos • Links to resources • Creative commons license Promote through your regular channels Build community See a list of directories: https://podcast411.libsyn.com/directories
  10. 10. PR & Communications-Related Podcasts For Immediate Release (and the whole FIR Podcast Network) https://firpodcastnetwork.com/ Inside PR http://www.insidepr.ca/ On the Media Podcast https://www.npr.org/podcasts/452538 775/on-the-media Communities That Convert https://communitiesthatconvert.com/
  11. 11. Resources How to Start a Podcast in 6 Seamless Steps https://www.theworkathomewoman.com/ start-a-podcast/ The Podcasters’ Studio • Podcasting 101 – How To Start a Podcast • Where to Submit Your Podcast http://thepodcastersstudio.com/where- to-submit-your-podcast/ Launch A Pod https://www.launchapod.com/ Podcasting 101 GuideHow to Make a Podcast https://www.buzzsprout.com/how-to- make-a-podcast
  12. 12. Intercultural Development Research Association Dr. María “Cuca” Robledo Montecel, President & CEO 5815 Callaghan Road, Suite 101 San Antonio, Texas 78228 210-444-1710 • contact@idra.org www.idra.org www.facebook.com/IDRAed Subscribe to our email newsletter: https://idra.news/Subscribe Achieving equal educational opportunity for every child through strong public schools that prepare all students to access and succeed in college

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