A podcast — or any kind of audio or video element — is just one tool for telling your organization’s story to the people you care about reaching.  But it’s important to treat that tool as part of a complete experience.  That’s one important point from Mike Harper’s session at Blogworld 2008.  Among the highlights of that talk:

• The experience requires structure. Consistency is important.  You need to find a podcast producer — or become a podcast producer — who can give your show a consistent look or sound.  It’s important to set and meet audience expectations.
• Design your podcast for the participant.  And note the use of the word “participant.”  A good podcast, while not necessarily as interactive as a blog, should invite participation from listeners.  It should be a 2-way conversation, not a 1-way broadcast.
• The environment is constantly evolving. Don’t assume, just because your program is meeting the needs of participants today, that it will still be meeting their needs in two months.

Bottom line: make sure your multimedia content is not just an add-on to your organization’s communications plan. Instead, do what you can to integrate it into everything you communicate.

Technorati Tags: podcasting, PR, nptech, marketing

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