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

    1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br /><br /><br />@mjkushin<br />
    2. 2. Audio Journalism & Promotion<br />Dr. Matthew J. Kushin<br />Course:<br />
    3. 3. Overview: Online Audio publishing & Why its relevant<br />
    4. 4. Online Audio Publishing<br />Live streaming content<br />Podcasts<br />Audio slideshows<br />All online audio publishing require similar skills<br />
    5. 5. Case Study: Podcasting<br />
    6. 6.
    7. 7. What is it?<br />Subscription-based media programming (often audio or video)<br />Subscribers use RSS to automatically or manually download podcast content to computers or mobile devices<br />
    8. 8. In essence:<br />Podcasting<br />Audio + Hosting Site with RSS<br />Video podcast<br />Video + hosting with RSS<br />To be a ‘cast’ media must:<br />Be syndicated<br />Have a time-element<br />
    9. 9. How it works<br />New show comes out<br />RSS subscription receives information<br />You download! <br />
    10. 10. Podcasts & Mainstream<br />Began as amateur expression<br />Ability for amateur to produce influential content declining<br />Now a standard format for mainstream media<br />
    11. 11. Keeping Our Audience in Mind<br />Remember – today’s media user seeks:<br />On-demand consumption<br />Multimedia content<br />Mobility<br />Real-time reporting<br />Audience engagement<br />
    12. 12. Podcast Does it!<br />Podcasts enable:<br />Time-shifting - Act of consuming media at time other than original broadcast<br />it is a response to our fast-paced, mobile world.<br />
    13. 13. How is it important?<br />Allows creators to:<br />Circumvent radio control over programming<br />Thus:<br />Reducing cost in reaching target audiences<br />Full control over message<br />
    14. 14. Podcasts: Thrive in the Niche<br />Remember: Social media is niche-based<br />Podcasting isn’t broadcasting!<br />We don’t evaluate social media success with quantity<br />We measure with quality<br />
    15. 15. Podcasts: Thrive in the Niche<br />Target a specific audience<br />Seek sponsors & advertisers related to the niche<br />Build following over time<br />
    16. 16. How is Audio Used?<br />
    17. 17. PR & Organizational<br />Social media is about <br />Relationships<br />Providing content people want<br />The “hard sell” doesn’t work<br />Podcasting can work to:<br />Position your firm as a thought leader<br />Increase online visibility<br />Build brand loyalty<br />Contribute to a niche<br />Internal Communication<br />Audio (or sometimes video) news releases<br />Sometimes PR attempts to mimic a radio program broadcast as real news, hoping it will be broadcasted as such!<br />
    18. 18. Journalism<br />“Backpack journalism”<br />Podcasting = 1 use of audio journalism<br />Audio media also used for:<br />Breaking news reporting<br />Reporter overviews – backstory or summaries to accompany print article<br />Audio slideshows<br />
    19. 19. Journalism: Podcasts<br />Alternative news delivery options<br />Offer audio of printed material<br />Niche-oriented supplemental content<br />
    20. 20. Needed Skills: Competency in Audio<br />
    21. 21. What is needed<br />Simple tools: microphone, recorder, free software, internet connection<br />
    22. 22. Must Knows<br />Basic:<br />Planning & Writing for audio<br />Audio Recording<br />Audio Editing<br />Online publishing<br />
    23. 23. Supporting Cast<br />Online Publishing<br />Shownotes<br />RSS feed<br />Podcast home – a webpage/blog direct listeners to<br />Promotional campaign<br />
    24. 24. Types of sounds you’ll use<br />Interviews<br />Natural Sound<br />noise in busy hall<br />Audio of professor lecturing in class (w/ professor’s permission)<br />Voice over – scripted short sentences.<br />Recorded last<br />Provide needed context & organization<br />Added sound/music<br />Intro / outro music, transition sound effects.<br />
    25. 25. Assignment Overview<br />
    26. 26. Be a self starter: It takes little to start your own podcast!<br />Career Advantages for PR, J’s, Broadcasters, production & radio people:<br />Networking opportunity<br />Work Samples<br />Experience<br />Build professional online presence<br />“Your personal brand”<br />
    27. 27. Go further!<br />If you are very passionate about podcasting, check out audio courses offered by Digital Media Technology dept @ UVU.<br />