Podcasting is like Tivo for the Web. You can use it to broadcast audio or video via the Net to MP3 players. Since LCD screens aren’t common on MP3 players, audio remains the dominant format. Listeners can download podcasts, listen on the go, pause, rewind and fast forward. Since they’re MP3 files, you can also listen to them on your computer.
For the PR industry, podcasting is an opportunity to create and syndicate unfiltered programming to key audiences, instead of relying on the news media to get the message out. This means thinking beyond the press release, to the production of compelling programs that listeners will actually “pull” down through their own filtering software to their computer or MP3 player.
You’ve heard about consumer-generated media? Think of podcasting as the first real network capable of supporting what I like to call corporate-generated media, which is emerging as the online alternative to the press release. Finally PR has a practical way to distribute electronic media programming on-demand. No radio tower or satellite buy required. You can produce and syndicate your own show for less than the cost of a quarter page ad in most print publications.
Recent public relations podcasting examples include Paris Hilton promoting her “House of Wax” movie release, Ecast live from Ad:Tech promoting their interactive advertising network through interviews with keynote speakers, and iPressroom podcasting interviews with the major print reporters about how they decide what’s news. In all these cases, the podcasts help corporations shore up hundreds of likely consumers, instead of hundred of thousands who couldn’t care less.