On the Record…Online host, Eric Schwartzman, presents an excerpt from his New Media PR Boot Camp at the Strategic Media Relations Conference & Workshop in Singapore. Schwartzman shares podcasting case studies with government officials of Singapore, non-profit organizations, academic institutions and other influentials in the region. Schwartzman discusses the podcasts of Disneyland, Ecast, JupiterResearch, IBM, Simon & Schuster and the LA Opera, amongst others, and reveals their strategies, objectives, drawbacks and the tactics they utilize to attract listeners and establish a loyal audience base.
05:28 – Schwartzman talks about companies that utilize podcasts to fulfill their marketing and communications goals.
06:27 – Schwartzman describes IBM’s podcasting efforts.
08:46 – Schwartzman discusses featured guest interviewees on Simon & Schuster’s podcast, SimonSays.
09:57 – Schwartzman reveals why Virgin Atlantic’s podcast was subject to so much criticism.
10:41 – Schwartzman shares how Purina builds a loyal audience base for their podcast.
11:08 – Schwartzman discusses the challenges TV Guide’s podcast will have to overcome.
11:38 – Schwartzman on the Whirlpool podcast and the direction it took.
12:41 – Schwartzman reveals the secret behind the success of Disneyland’s podcast.
16:20 – Schwartzman discusses the effectiveness of the LA Opera’s podcast in fulfilling the Opera’s PR and marketing goals.
22:50 – Schwartzman talks about Ecast’s podcast and the company’s objectives and success using the podcast.
29:45 – Schwartzman shares how Trend Micro used their podcast to reach a niche audience and humanize their brand.
32:32 – Schwartzman discusses Associated Production Muisc’s Film & TV Music Podcast and the direction the podcast has taken.
38:17 – Schwartzman on the importance of having a podcast host with a likable personality.
39:22 – Schwartzman reveals how to generate community involvement with a podcast.
39:59 – Schwartzman shares the importance of psychographics as opposed to demographics for the subscribers of a podcast.
41:54 – Schwartzman on the rising importance of electronic media for print publications.
43:19 – Schwartzman discusses how to select subject matter for a podcast and the development and creative process for making a podcast.
47:20 – End.