Podcasting Primer

Podcasting

Introduction

Podcasting is a means of distributing recurring audio content via the internet. Audio files are saved in a format that is readable by computers or other digital media device, and made available online for downloading. The word podcasting was derived from the terms “iPod” – Apple’s popular MP3 player and “broadcasting.”

Podcasts are another tool being used by the media, corporations and non-profit organizations to disseminate messages. Research has shown that about 29 percent of the 22 million people who own MP3 players have downloaded podcasts. The largest age group of podcast listeners are between the ages of 18 – 28.

Background

The three pioneers who made podcasting possible are Tristan Louis, David Winer and Adam Curry. In October 2000, Tristan Louis, a writer and entrepreneur proposed the idea of enhancing RSS technology, which originally only allowed for text feeds of Website content. Technologist David Winer developed a new component called an enclosure, which allowed multimedia files to be enclosed into feeds. Former MTV video jockey Adam Curry developed the software that allowed people to manage their podcast subscriptions. This software known as podcatchers provides listeners with the ability to transfer files to media player software.

Podcasts give listeners the liberty to listen to broadcasts at their convenience, instead of having to tune in to hear shows in real time. Podcasts are available in RSS (real simple syndication), which is technology that allows listeners to subscribe to broadcasts. RSS retrieves new podcast episodes when they are published and automatically delivers them to the subscriber. Other benefits of podcasting include fewer restrictions because content is distributed over the internet; and a low cost of production, which releases podcasters from pressure to secure funding from advertisers. This freedom allows for podcast content to be geared toward very specific audiences.

There are three main types of podcasts:
• Host-driven – the show’s host is the driving force of the broadcast
• Topic-driven – a show that is about a specific subject matter
• Actual radio shows – traditional radio broadcasts that are also available as podcasts


Role of the Innovation
Organizations are Using Podcast To:
1. Fuel the fire of enthusiasts: General Motor’s “Fastlane” podcast is all about vehicle production and auto racing
2. Build their image: Mc Donald’s promotes its quality and safety assurance initiatives by podcast
3. Provide services: the City of Philadelphia offers city tours
4. Academic purposes: Stanford University offers lectures via podcast; Duke University preloads orientation information on iPods for students
5. Promotions/marketing supplement: Hollywood has used podcasts to provide actor interviews and behind-the-scenes information to promote movies
6. To deliver religious messages: many churches offer sermons via podcasts
7. To offer customer support: Oracle provides the latest information about their products via podcast

Podcasting and Strategic Communication

As of April 2005, over 6 million American adults who have MP3 players have downloaded podcasts. Men and women have the same likelihood to listen podcasts; however males are more likely to own an iPod or MP3 player than females. The percentages of podcast listeners are about the same for both broadband and dial-up customers.

It is estimated that by 2010, 50 million people worldwide will be listening to podcasts. More and more, organizations are taking advantage of podcasting to support their internal communications, marketing, public relations, financial communications and customer relations efforts. Organizations must determine for themselves how a podcast may fit into their strategic communications goals.

Podcasting is a good way to carry uncomplicated messages to the right audience. The right audience could generically be described as an audience that has technological interest, access and know-how, as these three things are necessary to motivate potential listeners to seek-out and subscribe to podcast productions. Research shows that more than half of iPod and MP3 owners have downloaded podcasts.

Two-way communications is integral to public relations. Podcasts permit organizations to send controlled messages to target audiences. Podcasts do not however provide a platform for listeners to respond to broadcasts. In support of the two-way model of communications, podcasts could be hosted on a blog-site, giving listeners the ability to provide valuable feedback.

Podcasting is a good tool to strengthen the internal and external relationships of an organization. They could be used to help educate employees of new policies and procedures, or in team building initiatives. As it relates to external audiences, podcasts can help to feed the passion of enthusiasts, ensuring brand loyalty. Podcasts can also keep influencers informed of the intricacies of concepts or products, equipping them to serve as effective ambassadors to the organization.

The Future

Apple has applied for a patent for an application that would allow podcast listeners to customize broadcasts. With a backend delivery system, listeners could create custom files, pulling out only the portions of a podcast that they would like to hear. For example, a podcast could be created that includes ten minutes of world news from BBC and five minutes of sports information from ESPN.

For Further Information:

Shel Holtz and Neville Hobson, How to Do Everything with Podcasting (The McGraw-Hills Companies, 2007)
The Go to How To Pocasting (Barnes & Noble)
www.appleinsider.com
http://www.pewinternet.org/PPF/r/194/report_display.asp