A podcast is an audio or video file that is downloaded through the Web to a person's media player or personal computer. A podcast is different from regular downloading in that it can be subscribed to and automatically downloaded when content is added.
I think that podcasts can be useful in the PR world. That being, I don't think that podcasts are the best thing to ever hit to PR world, but I don't think they can really hurt. In a business environment, a podcast is a great way to get your message across to a busy CEO. Usually, someone in charge of a company doesn't have to time to sit down and read a book; they can't afford to be away from their desk for three days to attend a conferece. A podcast is a great remedy for this situation. A CEO could simply download a podcast, and listen to it while driving to work or running on the treadmill.
Podcasts are also useful in reaching those who have different learning styles. We all know that some learn best by reading, others by doing, and yet others by hearing. Podcasting gives the PR professional just another tool in their toolbelt to reach a vast array of learners and develop a more positive relationship with the target audience.
I found a case study that said that BMW is using podcasts to push their branding. They are offering podcasts from their conferences and other events. According to the case study "BMW reports that their web traffic has increased since the introduction of the podcasts, and has matched traffic generated from a number of short films released several years ago." I doubt BMW would say that podcasts aren't useful. Like I said, podcasts probably aren't the greatest PR tool ever created, but they are pretty cool and useful!
FYI: I found this blog that lists 20 creative ways different industries can use podcasts. Check it out.
Creative Entry #8
8 years ago