Lesson Three Review: Next Installment of Learn About Social Media from Your Desk
Here’s a review of what we’ve covered to date about podcasts.
Lesson Three: The World of Podcasting (Monday, April 09, 2007)
First homework assignment: Set up an iTunes account if you don’t already have one.
Sampling a Short Podcast (Thursday, April 12, 2007)
Homework assignment: Subscribe to the Advertising Age "Why It Matters" audio show podcast and listen to at least two episodes.
Podcasting to Your Niche (Thursday, April 19, 2007)
Homework assignment: Find a podcast about a topic that interests you. One that is not work related.
Benefits of Podcasting (Sunday, April 22, 2007)
Understanding the Podcasting Listener (Tuesday, April 24, 2007)
PR- and Communications-Related Podcasts (Monday, April 30, 2007)
Six Lessons from Starting a New Podcast (Tuesday, May 15, 2007)
Podcast Resources (Monday, May 21, 2007)
Our next lesson – starting next week -- will be Delicious!
Wednesday, May 30, 2007
Tuesday, May 29, 2007
Are Newspapers Going the Way of the Dinosaur?
There has been a lot of discussion recently (and, really, for the last decade or longer) about whether or not the newspaper is a dying breed. Newspaper subscriptions have been on a downward trend for about 15 years, with many news junkies turning to radio, television and the Internet as their preferred sources of news. San Antonio Express-News public editor, Bob Richter, recently posed to his readers whether or not newspapers are dying, or rather, committing suicide. His reasoning for this question was based on a recent newsroom discussion begun when one of the paper's editors sent out a recent PBS article discussing the trend of many publications sending their readers online to get additional information or “the rest of the story.”
Richter goes on to discuss Internet access around the U.S. and the impact of directing people online. "Most studies of Internet penetration indicate that about 70 percent of Americans have access to it. A Pew Internet & American Life Project survey last year agreed with that figure, but cited others that indicate access isn't that high in South Texas, precisely: Only 33 percent of people 65 and older, 56 percent of Hispanics, 49 percent of those earning under $30,000 a year and only 36 percent of those who lack a high school diploma use the Internet, said the Pew survey."
Richter cites a complaint from one of his readers who doesn't have or want Internet access. His reader says whenever the newspaper refers readers to a Web site it also should provide an 800 telephone number for readers who don't have Internet access.
In a brief discussion with Richter about this topic, he pointed out that the newspaper industry has never really given their readers all the news. “We used to just leave it on the composing room floor,” he says. “Now we're trying to give readers more, but we're just insulting these old readers by letting them know what they can't have.”
Perhaps it’s not so much an issue of the internet cannibalizing on the newspaper as much as it is a generational issue. The 18-34 set doesn’t depend on the ink and paper version of the news that our parents and (to a much larger degree) our grandparents craved for their information. And, with so many other seemingly faster (and more timely) sources of information, perhaps the daily paper just isn’t “high-speed” enough for our on-demand world. If I can check the latest box scores on my cell phone, why do I need the sports section?
Besides, the black ink that rubs off on my hands doesn’t really go well with my new manicure (maybe I could pay extra for a laminated copy?). And, it’s so cumbersome to stretch out that huge newspaper format across my lap when I can just poke around on my Blackberry while driving 75 miles an hour down 281 on my way to work.
Richter goes on to discuss Internet access around the U.S. and the impact of directing people online. "Most studies of Internet penetration indicate that about 70 percent of Americans have access to it. A Pew Internet & American Life Project survey last year agreed with that figure, but cited others that indicate access isn't that high in South Texas, precisely: Only 33 percent of people 65 and older, 56 percent of Hispanics, 49 percent of those earning under $30,000 a year and only 36 percent of those who lack a high school diploma use the Internet, said the Pew survey."
Richter cites a complaint from one of his readers who doesn't have or want Internet access. His reader says whenever the newspaper refers readers to a Web site it also should provide an 800 telephone number for readers who don't have Internet access.
In a brief discussion with Richter about this topic, he pointed out that the newspaper industry has never really given their readers all the news. “We used to just leave it on the composing room floor,” he says. “Now we're trying to give readers more, but we're just insulting these old readers by letting them know what they can't have.”
Perhaps it’s not so much an issue of the internet cannibalizing on the newspaper as much as it is a generational issue. The 18-34 set doesn’t depend on the ink and paper version of the news that our parents and (to a much larger degree) our grandparents craved for their information. And, with so many other seemingly faster (and more timely) sources of information, perhaps the daily paper just isn’t “high-speed” enough for our on-demand world. If I can check the latest box scores on my cell phone, why do I need the sports section?
Besides, the black ink that rubs off on my hands doesn’t really go well with my new manicure (maybe I could pay extra for a laminated copy?). And, it’s so cumbersome to stretch out that huge newspaper format across my lap when I can just poke around on my Blackberry while driving 75 miles an hour down 281 on my way to work.
Monday, May 28, 2007
Other Communications-Related Podcasts to Try Out
Next Installment of Learn About Social Media from Your Desk
One of the difficult things about podcasts right now, is how hard it can be to find good ones. It doesn’t mean they aren’t out there. But there are soooo many that just don’t scratch your itch.
In an earlier post, I suggested some communications and PR focused podcasts to try out (see "PR and Communications-Related Podcasts" and "Sampling a Short Podcast"). Here are some more.
Across the Sound Podcast
by Joseph Jaffe
http://www.acrossthesound.net/
The Client Side Podcast
By Michael Seaton
http://www.theclientsideblog.com/podcast/
Managing the Gray
By C.C. Chapman
http://www.managingthegray.com/
Six Pixels of Separation - The Twist Image Podcast
By Mitch Joel
http://www.twistimage.com/blog/
Earshot
By Phil Gomes of Edelman PR
http://www.edelman.com/insights/
Better Communications
By Lee Hopkins
http://www.leehopkins.net/hbct/communications_mp3s.html
Better Desirable Roasted Communications Cafe
By Lee Hopkins and Allan Jenkins
http://commscafe.com/
PRWeek Podcasts
http://www.prweek.com/us/podcasts/
Forward: For new and upcoming PR professionals
http://www.forward-moving.com/blog/category/podcast/feed/?cat=26
Friday, May 25, 2007
Six Steps to Effectively Measure PR
I just got back from Los Angeles from the PRSA Travel and Tourism Conference where I served on a panel about public relations measurement with Katie Paine, of KDPaine & Partners and Cara Schneider, of Greater Philadelphia Tourism Marketing.
The session was moderated by Donna O’Daniels of the St. Tammany Parish Tourist Commission.
Afterward, I asked Katie to outline her Super Six Steps to Effective PR Measurement so that I could share them here, and she kindly obliged.
Super Six Steps to Effective PR Measurement
Online Videos by Veoh.com
The one that I find most critical is step number one. Too often the public relations campaign goal is media clips rather than business goals, like building relationships with key stakeholders, or driving sales. The question should be, “what keeps your big boss up at night?” And helping to drive that objective, whatever it is in your industry or organization, should be the focus.
This article is reposted from Communication Overtones.
The session was moderated by Donna O’Daniels of the St. Tammany Parish Tourist Commission.
Afterward, I asked Katie to outline her Super Six Steps to Effective PR Measurement so that I could share them here, and she kindly obliged.
Super Six Steps to Effective PR Measurement
Online Videos by Veoh.com
- Define your objective(s)
- Define your audience(s)
- Define the metrics you will use
- Benchmark this against yourself or your competition
- Pick your measurement tool
- Analyze the results
The one that I find most critical is step number one. Too often the public relations campaign goal is media clips rather than business goals, like building relationships with key stakeholders, or driving sales. The question should be, “what keeps your big boss up at night?” And helping to drive that objective, whatever it is in your industry or organization, should be the focus.
This article is reposted from Communication Overtones.
Tags:
Thursday, May 24, 2007
PRSSA at UTSA Has a New Name!
During the fall 2007 semester the PRSSA Chapter at UTSA will celebrate its 10th anniversary. Throughout those ten years there have been several faculty advisers, however only one continues to stand out because of his dedication to our Chapter. That adviser is Dr. Steven R. Levitt.
Steven R. levitt, Ph.D., Associate Professor and Chair of the Department of Communication and current Faculty Adviser of the PRSSA Chapter at UTSA came to UTSA in the fall of 1991 to help create a new degree program in Communication. He was the principle author of the degree proposal that was approved by the Texas Higher Education Coordinating Board for implementation in fall 1994. He then served as Assistant Division Director for the Division of English, Classics, Philosophy, and Communication from 1997 until 2001 when the Communication Department became a separate department. He has served as chair since that time. Since the program began it has grown to over 800 majors with approximately 2/3 being Public Relations majors and added a Master's degree, inaugurated fall 2005.
Dr. Levitt served as adviser when the PRSSA Chapter was chartered in fall 1997 through 1998, during 2004 through 2005 and summer 2006 to the present. In all Dr. Levitt has served as the faculty adviser for half of the Chapter's existence. Dr. Levitt has been very influential in many of the directions that this Chapter has taken over the years, while allowing the executive board to act as a separate entity. During his different years as adviser our Chapter has been recognized by the PRSSA National Committee in several areas which is evident by the many plaques that hang in the Department of Communication office at UTSA. Dr. Levitt has been a true champion of the PRSSA Chapter at UTSA at times even providing opportunities for members through personal scholarships that he has donated.
Because of his dedication, in conjunction with our Chapter's anniversary, our executive board has passed a measure to honor Dr. Levitt by naming our Chapter the PRSSA Steven R. Levitt Chapter. In the fall we will be hosting a formal announcement in the form of a Roast of Dr. Levitt. This event will also act as a fund raising opportunity for the Chapter and we will be inviting members of the PRSA Chapter of San Antonio to participate. Please check back here and watch teh PRSA San Antonio Byline newsletter for upcoming details.
Steven R. levitt, Ph.D., Associate Professor and Chair of the Department of Communication and current Faculty Adviser of the PRSSA Chapter at UTSA came to UTSA in the fall of 1991 to help create a new degree program in Communication. He was the principle author of the degree proposal that was approved by the Texas Higher Education Coordinating Board for implementation in fall 1994. He then served as Assistant Division Director for the Division of English, Classics, Philosophy, and Communication from 1997 until 2001 when the Communication Department became a separate department. He has served as chair since that time. Since the program began it has grown to over 800 majors with approximately 2/3 being Public Relations majors and added a Master's degree, inaugurated fall 2005.
Dr. Levitt served as adviser when the PRSSA Chapter was chartered in fall 1997 through 1998, during 2004 through 2005 and summer 2006 to the present. In all Dr. Levitt has served as the faculty adviser for half of the Chapter's existence. Dr. Levitt has been very influential in many of the directions that this Chapter has taken over the years, while allowing the executive board to act as a separate entity. During his different years as adviser our Chapter has been recognized by the PRSSA National Committee in several areas which is evident by the many plaques that hang in the Department of Communication office at UTSA. Dr. Levitt has been a true champion of the PRSSA Chapter at UTSA at times even providing opportunities for members through personal scholarships that he has donated.
Because of his dedication, in conjunction with our Chapter's anniversary, our executive board has passed a measure to honor Dr. Levitt by naming our Chapter the PRSSA Steven R. Levitt Chapter. In the fall we will be hosting a formal announcement in the form of a Roast of Dr. Levitt. This event will also act as a fund raising opportunity for the Chapter and we will be inviting members of the PRSA Chapter of San Antonio to participate. Please check back here and watch teh PRSA San Antonio Byline newsletter for upcoming details.
Monday, May 21, 2007
Podcast Resources
Next installment of "Learning about Social Media from Your Desk."
Here are four resources for you related to podcasts.
How to Listen to a Podcast
Heidi Miller walks you through using iTunes to subscribe to and listen to a podcast.
Book
Podcast Solutions: The Complete Guide to Podcasting
by Michael Geoghegan and Dan Klass
This book walks you through starting up a podcast and even includes the technical details in user-friendly ways. It became my key reference book.
Book
Promoting Your Podcast: The Ultimate Guide to Building an Audience of Raving Fans
by Jason Van Orden
This is the book I’m currently following to kick-off a promotion campaign for my organization’s podcast. It has been superbly helpful.
Book-in-the-Oven
How to Do Everything with Podcasting
By Shel Holtz and Neville Hobson
Of course, I haven’t seen this book because it’s currently on the presses. But knowing Shel and Neville, this one will be excellent. It’s scheduled to be ready in mid-June. Amazon is reportedly taking pre-orders now.
Thursday, May 17, 2007
Get Well Soon
This one is personal, but you’ll understand why in a minute. I just heard from my dad. He went in for his six month check-up following a battle with esophageal cancer. This is the kind Ann Richards had. My dad has been cancer-free for four and a half years – and, thankfully, he still is.
The doctor told him that he sees a new case of this kind of cancer every week. My dad is one of his only two survivors. The other is a fireman who just made two years.
I am sharing this both as a celebration and because this week I’m also thinking of those in our midst who are dealing with the Big C. He/she/they probably are not reading this, but I’m sending my prayers and well wishes anyway. They’ll get where they need to go.
Tuesday, May 15, 2007
Reforestation in Second Life: An Oxymoron?
Not exactly.
For the price of 300 lindens (roughly equivalent to US $1) one can purchase and plant one of 10 species of trees on Second Chance Trees island and it will trigger Plant-It 2020, a non-profit organization founded by the late singer John Denver, to plant the same species of tree in the endangered rainforest to which it is indigenous.
So, after a bit of a hiatus, we will have a meetup of “Second Thursday in Second Life” THIS Thursday on Second Chance Trees Island to discuss how this is working out for the non-profit Plant-It 2020. (BTW, I do realize it is the third Thursday, but our speakers were busy last week). We plan to meet right after the weekly Coffee with Crayon, so grab your coffee then head on over to Second Trees Island (see SLURL below).
Rob Key, CEO of Conversion, will present on “karmiccommunication', environmentalism in Second Life and Converseon's approach to engaging with virtual world communities.
If you wonder what “karmicommunication” is, you aren’t alone, but you will have to show up to find out.
A hint: Conversion has partnered with non-profit Plan It 2020, a foundation dedicated to properly planting, maintaining and protecting as many indigenous trees as possible worldwide.
Details
Date: Thursday May 17, 2007
Place: Second Chance Trees Island (SLURL)
Time: 6:30 a.m. Pacific (SL Time) | 7:30 Mountain a.m. | 8:30 Central a.m. | 9:30 a.m. Eastern (convert to other timezones)
For more information on the project, you can read the media release, visit the Second Chance Trees website and look at some pictures on their Flickr site.
It should be an interesting look into how a non-profit is using Second Life to deliver its core message and get real support in a virtual world. We will have a virtual tree planting, so be there!
For the price of 300 lindens (roughly equivalent to US $1) one can purchase and plant one of 10 species of trees on Second Chance Trees island and it will trigger Plant-It 2020, a non-profit organization founded by the late singer John Denver, to plant the same species of tree in the endangered rainforest to which it is indigenous.
So, after a bit of a hiatus, we will have a meetup of “Second Thursday in Second Life” THIS Thursday on Second Chance Trees Island to discuss how this is working out for the non-profit Plant-It 2020. (BTW, I do realize it is the third Thursday, but our speakers were busy last week). We plan to meet right after the weekly Coffee with Crayon, so grab your coffee then head on over to Second Trees Island (see SLURL below).
Rob Key, CEO of Conversion, will present on “karmiccommunication', environmentalism in Second Life and Converseon's approach to engaging with virtual world communities.
If you wonder what “karmicommunication” is, you aren’t alone, but you will have to show up to find out.
A hint: Conversion has partnered with non-profit Plan It 2020, a foundation dedicated to properly planting, maintaining and protecting as many indigenous trees as possible worldwide.
Details
Date: Thursday May 17, 2007
Place: Second Chance Trees Island (SLURL)
Time: 6:30 a.m. Pacific (SL Time) | 7:30 Mountain a.m. | 8:30 Central a.m. | 9:30 a.m. Eastern (convert to other timezones)
For more information on the project, you can read the media release, visit the Second Chance Trees website and look at some pictures on their Flickr site.
It should be an interesting look into how a non-profit is using Second Life to deliver its core message and get real support in a virtual world. We will have a virtual tree planting, so be there!
Tags:
Six Lessons from Starting a New Podcast
Next installment of "Learning about Social Media from Your Desk."
As I’ve mentioned before, I’ve coordinated a new podcast series for my organization. We launched in September and are still very much in the early stages, but it’s coming along quite well. We’ve received positive responses, growth in listenership and even an award.
Naturally, I’ve learned a few things along the way. Since there’s tons more to learn, I’m going to share a list about getting started. And these are coming from the perspective of an organizational podcast.
1. Do your homework. Listening to a variety of other podcasts can help you decide which format and style is best for you. Plus, listening to podcasts about podcasting will help you learn about trends, what to expect, setting realistic goals and new technologies. You don’t have to know all the technical details, but it helps to know what to ask for.
2. Start with a plan. It doesn’t have to be 100 pages long. But the basics are important – purpose, prospective audience, etc. Plus, having the plan on paper can help you get support from higher up and the resources you need. I posted the outline of my plan a few months ago.
3. Getting outside expertise to get you started is priceless. This may sound contradictory to my first point, but do not – I repeat – do not wait until you know everything there is to know. If you wait for that, you’ll never get started. It’s ok to learn as you go. Our first episode doesn’t even have the intro music.
4. “Low barrier to entry” refers to money not time. It’s taking us about 10 hours to produce a 20-25 minute podcast every two weeks. This includes the time for planning and conducting the interview, editing, creating shownotes, writing corresponding web text and posting in online. And I haven’t even started spending real time on promotion.
5. Podcasting requires easy approval processes. It’s one thing to have several levels of supervisors word-smith a printed piece, but you can’t produce a podcast that way. My directors don’t hear our podcast until it’s online.
6. Integrate the podcast into some facet of the organization’s work. Don’t let it be your hobby at work. If you want it to last, it has to relate to the organization’s goals.
Several of these learnings have been advised by other podcasters, but now I can say I’ve experienced them firsthand.
Wednesday, May 09, 2007
Podcamp in San Antonio May 19
Speaking of podcasting… If you are even remotely interested in learning more about podcasting, this is an opportunity you cannot pass by. Podcamp San Antonio is a FREE “unconference” about new media. And it’s right here in our own backyard.
Don’t let the “unconference” label throw you off. I’ve never been to one, but I hear that since the participants decide what they want to learn about, the chances of you actually learning useful stuff are much higher than a traditional conference. And you don't have to be a podcaster to get lots out of it.
Check it out and be there. And then pleeeease tell me all about it.
I’m sorry to say I won’t be following my own advice. But I am thrilled to say that my family will be participating in the March of Dimes WalkAmerica in San Antonio that day.
Don’t let the “unconference” label throw you off. I’ve never been to one, but I hear that since the participants decide what they want to learn about, the chances of you actually learning useful stuff are much higher than a traditional conference. And you don't have to be a podcaster to get lots out of it.
Check it out and be there. And then pleeeease tell me all about it.
I’m sorry to say I won’t be following my own advice. But I am thrilled to say that my family will be participating in the March of Dimes WalkAmerica in San Antonio that day.
Monday, April 30, 2007
PR- and Communications-Related Podcasts
Next installment of "Learning about Social Media from Your Desk."
I promised to direct you to some podcasts that you may want to try out. I am a regular listener to each of the shows listed below. They provide very useful and entertaining information about social media.
For Immediate Release: The Hobson and Holtz Report
The twice-weekly podcast of Neville Hobson, ABC, and Shel Holtz, ABC, “a pair of communication professionals who think they have something to say.” Hobson is based in Wokingham, Berkshire, England, while Holtz is located in Concord, California, in the United States. This podcast is updated on Mondays and Thursdays.
This is the one everyone will tell you to start with. And I strongly agree.
http://www.forimmediaterelease.biz/index.php/weblog/about_us/
Trafcom News Podcast
Podcasts for people who care about communicating with employees, customers, prospects and the world, hosted by Donna Papacosta.
Donna focuses many of her shows on podcasting itself. If you feel lost by jargon in other podcasts, know that Donna is clear and easy to follow.
http://trafcom.typepad.com/podcast/
Inside PR
A weekly Canadian public relations podcast hosted by Terry Fallis and David Jones.
This podcast focuses on the world of PR firms. It also gives advice to new PR professionals. Even though I have never worked for a PR agency, I still find this podcast useful and entertaining.
http://www.insidepr.ca/
New Comm Road Podcast
Launched in May 2006, explores how new media tools are changing communication in business, in the media and in our everyday lives. Hosted by Bryan Person.
Bryan gives easy to follow instructions on how to use different social media tools. Hel’ll also keep you up-to-date on the latest tools. (Disclosure: Bryan consults with me for my organization’s podcast – award-winning podcast.)
http://www.newcommroad.com/
On the Record...Online
The story behind the story as reporters from the mainstream media and newsmakers discuss how information technology is changing media news and entertainment, and business to business and consumer marketing. Hosted by Eric Schwartzman.
Eric’s podcasts give you insight into the business and media perspective of social media. I have no idea how he lands such high-level guests.
http://ontherecordpodcast.com/pr/otro/
There are quite a few more that are top-notch in our field. Readers, now’s the time for you to share your favorites!
Tuesday, April 24, 2007
Understanding the Podcasting Listener
Next installment of "Learning about Social Media from Your Desk."
So if the first rule in communications is to know your audience, then here is a little info on podcast listeners.
• Podcast listeners expect authenticity and transparency.
• They expect informal style of conversation and not heavily polished productions.
• They refuse to be sold to.
• They will listen a long time if the content is interesting and relevant to them.
• They may pause and restart several times when listening to a single podcast.
• They will go back and listen to past episodes they missed.
• Regular listeners will feel part of a community, especially if they share feedback and it is included in the podcast.
You may find that your listeners are your most vocal advocates. They have gone out of their way to hear your message. They likely have networks of people who trust them.
A Big Thank You!
This semester has been absolutely crazy for me and the PRSSA Chapter at UTSA. We were able to plan and execute two events that had never been done for our Chapter.
In March we had our Shadow Days Month: Learning from the Pros. This allowed our members the opportunity to shadow PR professionals from the PRSA Chapter of San Antonio for a day. While it went off smoothly, I am hoping to have some comments from the members who participated by early May. As you may know April is the final month of the semester and our members are very busy with getting ready for finals , etc. We want to thank the 23 professionals who donated their time during this special event. We look forward to being able to schedule a shadow day month for the month of October. Keep an eye out for more information in the months to come.
On April 21 we hosted our first PRSSA/PRSA Pre-professional workshop. While it was held on the first weekend of FIESTA, we still had a group of very interested students who learned some excellent tools to utilize when building a portfolio, writing a resume, writing PSAs, feature stories, putting together media kits and writing press releases. We would like to thank Jennifer Milikien, Director of Marketing and Public Relations for St. Mary's Hall; Elizabeth "Beth" Graham, Public Relations Manager for the San Antonio Public Library; Cassandra Miranda, Senior Director of Cause Marketing Initiatives, American Heart Association Texas Affiliate and PRSSA Assistant Liaison for the PRSA Chapter of San Antonio; and Robert "Bob" Sheldon, Director of Public Relations for Creative Communications Cusultants, Inc. and
PRSSA Liaison for the PRSA Chapter of San Antonio for donating their time and expertise on a Saturday.
In March we had our Shadow Days Month: Learning from the Pros. This allowed our members the opportunity to shadow PR professionals from the PRSA Chapter of San Antonio for a day. While it went off smoothly, I am hoping to have some comments from the members who participated by early May. As you may know April is the final month of the semester and our members are very busy with getting ready for finals , etc. We want to thank the 23 professionals who donated their time during this special event. We look forward to being able to schedule a shadow day month for the month of October. Keep an eye out for more information in the months to come.
On April 21 we hosted our first PRSSA/PRSA Pre-professional workshop. While it was held on the first weekend of FIESTA, we still had a group of very interested students who learned some excellent tools to utilize when building a portfolio, writing a resume, writing PSAs, feature stories, putting together media kits and writing press releases. We would like to thank Jennifer Milikien, Director of Marketing and Public Relations for St. Mary's Hall; Elizabeth "Beth" Graham, Public Relations Manager for the San Antonio Public Library; Cassandra Miranda, Senior Director of Cause Marketing Initiatives, American Heart Association Texas Affiliate and PRSSA Assistant Liaison for the PRSA Chapter of San Antonio; and Robert "Bob" Sheldon, Director of Public Relations for Creative Communications Cusultants, Inc. and
PRSSA Liaison for the PRSA Chapter of San Antonio for donating their time and expertise on a Saturday.
Sunday, April 22, 2007
Benefits of Podcasting
Next installment of "Learning about Social Media from Your Desk."
Eric Schwartzman of On the Record Online podcast fame posted a list of benefits of podcasting (supported by considerable research) on his blog, Spinfluencer (April 18, 2006 post).
• Podcasts allow listeners to time-shift and place-shift media consumption
• Podcasts are 100 percent efficient, since episodes are only downloaded by listeners on an opt-in basis
• Podcasts are easily accessible to a global audience that is not defined by geographic boundaries
• Podcasts are heard by a niche, influential audience
• Podcasts afford organizations the ability to leverage electronic programming without an outside news media filter
• Podcasts are the most cost effective electronic media distribution channel available
Then I created my own list from an organizational perspective, which echoes his.
• We can provide information quickly to targeted audiences.
• We can provide information directly to targeted audiences.
• We can make information more understandable and compelling through a verbal means.
• We can provide timely information to audience members who do not have time to read our print materials.
• We can expand on information contained in our printed and other communications.
• We can build a network of engaged audience members.
• We can further promote services.
Eric Schwartzman of On the Record Online podcast fame posted a list of benefits of podcasting (supported by considerable research) on his blog, Spinfluencer (April 18, 2006 post).
• Podcasts allow listeners to time-shift and place-shift media consumption
• Podcasts are 100 percent efficient, since episodes are only downloaded by listeners on an opt-in basis
• Podcasts are easily accessible to a global audience that is not defined by geographic boundaries
• Podcasts are heard by a niche, influential audience
• Podcasts afford organizations the ability to leverage electronic programming without an outside news media filter
• Podcasts are the most cost effective electronic media distribution channel available
Then I created my own list from an organizational perspective, which echoes his.
• We can provide information quickly to targeted audiences.
• We can provide information directly to targeted audiences.
• We can make information more understandable and compelling through a verbal means.
• We can provide timely information to audience members who do not have time to read our print materials.
• We can expand on information contained in our printed and other communications.
• We can build a network of engaged audience members.
• We can further promote services.
Thursday, April 19, 2007
Podcasting to Your Niche
Next installment of "Learning about Social Media from Your Desk."
Last time we covered a bit about the narrowness of podcast audiences. It is in fact this narrowness that appeals to PR folk. Let’s look at a traditional method and a new method of communicating.
Let’s say you want to promote a festival in Texas. At that festival, there will be a barbequing contest. The proceeds will support your non-profit. In the old days (last month), you might send out a news release, make your director available for interviews, and get a famous barbeque expert on a morning television show. For each newspaper story, you’ll report the circulation knowing that only a fraction of the subscribers actually looked at the paper that day, a fraction of those saw the story that mentioned your event, a fraction of those remembered the story five minutes later, and an even smaller fraction entertained the idea of attending.
And, in today’s world, you may still use these tactics. But you could add a podcast series leading up to the event. It could include interviews with expert barbequers. And you could promote your podcast on other popular barbeque podcasts, like Barbeque Secrets.
In this scenario, you’ll be reaching one of your target audiences directly. And they will be people who asked to receive your message. Imagine.
So your homework today is to find a podcast about a topic that interests you. One that is not work related. To do this, go to a podcast directory and do some topical searches. You can usually listen to an excerpt before you decide to subscribe. Some places to look include: iTunes podcast search, Google (type in a topic with the word podcast after it), and Yahoo podcast search. There are hundreds of directories. These will be enough to get started.
You will probably find many that don’t scratch your itch. But keep looking. Let us know what you find.
Last time we covered a bit about the narrowness of podcast audiences. It is in fact this narrowness that appeals to PR folk. Let’s look at a traditional method and a new method of communicating.
Let’s say you want to promote a festival in Texas. At that festival, there will be a barbequing contest. The proceeds will support your non-profit. In the old days (last month), you might send out a news release, make your director available for interviews, and get a famous barbeque expert on a morning television show. For each newspaper story, you’ll report the circulation knowing that only a fraction of the subscribers actually looked at the paper that day, a fraction of those saw the story that mentioned your event, a fraction of those remembered the story five minutes later, and an even smaller fraction entertained the idea of attending.
And, in today’s world, you may still use these tactics. But you could add a podcast series leading up to the event. It could include interviews with expert barbequers. And you could promote your podcast on other popular barbeque podcasts, like Barbeque Secrets.
In this scenario, you’ll be reaching one of your target audiences directly. And they will be people who asked to receive your message. Imagine.
So your homework today is to find a podcast about a topic that interests you. One that is not work related. To do this, go to a podcast directory and do some topical searches. You can usually listen to an excerpt before you decide to subscribe. Some places to look include: iTunes podcast search, Google (type in a topic with the word podcast after it), and Yahoo podcast search. There are hundreds of directories. These will be enough to get started.
You will probably find many that don’t scratch your itch. But keep looking. Let us know what you find.
Sunday, April 15, 2007
Lions and Tigers and Bears, Oh My!
So I was filling out an online survey the other day about applications of social media for organizational communicators. I believe it was hosted by Ragan. And I found one of the questions bothersome. Here was the question:
7. What barriers do you face in using social media in your work?
a. Lack of executive support
b. Lack of employee interest
c. Budget
d. Lack of understanding about the use of social media
e. Lack of measurement
f. Fear of change
g. Fear of loss of control
h. Legal concerns
i. Fear that employees will waste time
Why is there no recognition that there may be – how shall I put it – smart reasons for not using social media or certain elements of social media?
For example, perhaps one reason is that the communicator has not found ways to integrate social media that are appropriate to the mission or goals of the organization. You can understand social media in your sleep and still not have yet found an application that will support the organization’s goals.
Or, perhaps the issue is that the organization’s key audience is not using social media. Now I know some people think everyone is online. But they aren’t. What if your audience is comprised people who have no access to the Internet at all?
It’s not just about the survey (which probably should have at least had an open-ended option for “other”). It just struck a chord with me because I’ve been noticing the same tone in communications podcasts and blog posts.
Sure, these reasons likely are what’s holding some companies back. I don’t dispute that.
But opting out doesn’t automatically have to mean you are afraid or ignorant. And it’s a bit arrogant for early adopters to make that assumption.
In my own case, my organization is podcasting. There are specific strategic reasons that it is a good tactic for us. Blogging, on the other hand, is about for us as appropriate as renting billboards. But I don’t hear anyone calling us scaredy-cats for not using billboards.
Don’t get me wrong, I think PR folk have a responsibility to their employers and clients to learn about social media. Otherwise, we can’t give good counsel for when to use elements of social media and when not to. Social media can be the best tool ever for some strategies, but it is not the million-dollar answer to everything.
Thursday, April 12, 2007
Sampling a Short Podcast
Next installment of "Learning about Social Media from Your Desk."
If you’ve been with this series from the beginning in January, then you’ve already listened to some podcasts. And I will soon suggest several others. But today, we’re going to look at one in particular. It is a podcast produced by Advertising Age, called the "Why It Matters" audio show. It is produced weekly, and is usually less than 10 minutes.
Your homework is to subscribe to this podcast and listen to at least two episodes.
One thing you’ll see is how a podcast can supplement a printed publication. It can also draw listeners to the printed or online publication.
You’ll also get to see the format of a professionally-produced podcast. By professional, I mean created by a large company likely with plenty of resources. Yet, there’s no fancy music lead in, no promotions and no advertising. It gets right down to business.
Many podcasts do use a touch of music for certain purposes, and others include a short promotion (several of the NPR podcasts do this to recognize a sponsor). But they are not intrusive if they want to keep their listeners.
For the Ad Age podcast, you can guess that there is a specific audience that doesn’t have time for pleasantries. This is the most significant fact about podcasts. They have extremely narrow audiences. In the old way of mass communications thinking, that’s a bad thing. But today, we understand the value of targeting our messages.
So listen to this one and share what you observe.
If you’ve been with this series from the beginning in January, then you’ve already listened to some podcasts. And I will soon suggest several others. But today, we’re going to look at one in particular. It is a podcast produced by Advertising Age, called the "Why It Matters" audio show. It is produced weekly, and is usually less than 10 minutes.
Your homework is to subscribe to this podcast and listen to at least two episodes.
One thing you’ll see is how a podcast can supplement a printed publication. It can also draw listeners to the printed or online publication.
You’ll also get to see the format of a professionally-produced podcast. By professional, I mean created by a large company likely with plenty of resources. Yet, there’s no fancy music lead in, no promotions and no advertising. It gets right down to business.
Many podcasts do use a touch of music for certain purposes, and others include a short promotion (several of the NPR podcasts do this to recognize a sponsor). But they are not intrusive if they want to keep their listeners.
For the Ad Age podcast, you can guess that there is a specific audience that doesn’t have time for pleasantries. This is the most significant fact about podcasts. They have extremely narrow audiences. In the old way of mass communications thinking, that’s a bad thing. But today, we understand the value of targeting our messages.
So listen to this one and share what you observe.
Monday, April 09, 2007
Lesson Three: The World of Podcasting
Lesson three of "Learning about Social Media from Your Desk."
Now we’re getting into an area that I love. I’ve been listening to podcasts for a little over a year and producing a podcast for my office since September. Podcasting has only been around 31 months, but already, 12 percent of Internet users are listening (see story at podCast411).
So just what is a podcast? Well, many make comparisons to radio shows. But that’s only partially true.
How podcasts are like radio shows.
* You listen to them.
How podcasts are not like radio shows.
* You listen to what you want.
* You listen when you want.
The advantage of audio is that you can be doing other stuff while you listen, like driving or exercising. And yet, audio still has a unique intimacy.
Despite the name, podcast, most listeners listen through their computers. Others use their iPods or other kinds of mp3 players. The cool thing is, that when you find a program that you like, you can subscribe to it, for free, using RSS. You don’t have to go back to the program’s web site to see if a new episode has been released. Instead, it comes to you. It’s the RSS feature that turns an audio file into a podcast.
There’s a great article at Entrepreneur's Journey, “What is a Podcast and How Can I Use One?” if you want a bit more detail.
There are several “podcatchers” out there. But the most used nowadays, by far, is iTunes by Apple. It’s free. It’s not limited to Macs. And while it works best with iPods than with other players, it’s fine for listening from your computer.
So your first homework assignment this month is to set up an iTunes account if you don’t already have one.
Krause’s English 328 Web Site and Blog has easy step-by-step instructions, "How to set up iTunes and an RSS Feed.”
Now we’re getting into an area that I love. I’ve been listening to podcasts for a little over a year and producing a podcast for my office since September. Podcasting has only been around 31 months, but already, 12 percent of Internet users are listening (see story at podCast411).
So just what is a podcast? Well, many make comparisons to radio shows. But that’s only partially true.
How podcasts are like radio shows.
* You listen to them.
How podcasts are not like radio shows.
* You listen to what you want.
* You listen when you want.
The advantage of audio is that you can be doing other stuff while you listen, like driving or exercising. And yet, audio still has a unique intimacy.
Despite the name, podcast, most listeners listen through their computers. Others use their iPods or other kinds of mp3 players. The cool thing is, that when you find a program that you like, you can subscribe to it, for free, using RSS. You don’t have to go back to the program’s web site to see if a new episode has been released. Instead, it comes to you. It’s the RSS feature that turns an audio file into a podcast.
There’s a great article at Entrepreneur's Journey, “What is a Podcast and How Can I Use One?” if you want a bit more detail.
There are several “podcatchers” out there. But the most used nowadays, by far, is iTunes by Apple. It’s free. It’s not limited to Macs. And while it works best with iPods than with other players, it’s fine for listening from your computer.
So your first homework assignment this month is to set up an iTunes account if you don’t already have one.
Krause’s English 328 Web Site and Blog has easy step-by-step instructions, "How to set up iTunes and an RSS Feed.”
Thursday, April 05, 2007
World’s Oldest Paper in Circulation Goes Print-Free
About a month ago or so, I saw a tiny item in my local paper about a newspaper in Sweden that will no longer be printed. It didn’t shut down though. It now provides its news only online. No more above-the-fold stories. No more ink-smudged fingers. No more coin-operated newspaper stands.
Today, in order to read the Postoch Inrikes Tidningar newspaper, you have to have a computer.
This was the world’s oldest paper still in circulation. It was founded in 1645 by Sweden’s Queen Kristina. Yes, you read that right, 1645.
I know times have changed. And I’m not saying this was a bad decision or good decision. It’s not my place. It just seems like there should be a moment of silence or something.
Monday, April 02, 2007
Getting Acquainted with the Blogs -- Review
Lesson Two Review – Learning About Social Media from Your Desk
This ends our second lesson on Learning About Social Media from Your Desk. Below is a review of this lesson, in case you are among those who just found out about this tutorial.
Again, I urge you to leave a comment and tell about what you tried, questions you had or still have, or what you learned. It’ll help others.
1. Lesson Two: Get Acquainted with the Blogs (Wednesday, February 07, 2007)
First assignment: Read some blogs. Leave a comment and let other readers know what blogs you like best.
2. Monitoring Blogs without Going Crazy (Sunday, February 18, 2007)
Assignment: Set up a free account with one of these services to monitor blogs.
3. First Reason for Monitoring Blogs for Public Relations – And a Word About Reporting (Sunday, February 25, 2007)
Assignment: Set up some RSS searches for your organization.
4. Second Reason for Monitoring Blogs for Public Relations (Sunday, March 04, 2007) Assignment: Test out some searches using terms related to your organization or a client. Compare the results you get from different search terms and different search services.
5. Third Reason for Monitoring Blogs for Public Relations (Thursday, March 08, 2007)
In this new world of social media, the number of blog posts is pretty trivial. It’s all about the conversation.
6. Resources for Learning about the Blogosphere for PR Folk (Thursday, March 29, 2007)
This ends our second lesson on Learning About Social Media from Your Desk. Below is a review of this lesson, in case you are among those who just found out about this tutorial.
Again, I urge you to leave a comment and tell about what you tried, questions you had or still have, or what you learned. It’ll help others.
1. Lesson Two: Get Acquainted with the Blogs (Wednesday, February 07, 2007)
First assignment: Read some blogs. Leave a comment and let other readers know what blogs you like best.
2. Monitoring Blogs without Going Crazy (Sunday, February 18, 2007)
Assignment: Set up a free account with one of these services to monitor blogs.
3. First Reason for Monitoring Blogs for Public Relations – And a Word About Reporting (Sunday, February 25, 2007)
Assignment: Set up some RSS searches for your organization.
4. Second Reason for Monitoring Blogs for Public Relations (Sunday, March 04, 2007) Assignment: Test out some searches using terms related to your organization or a client. Compare the results you get from different search terms and different search services.
5. Third Reason for Monitoring Blogs for Public Relations (Thursday, March 08, 2007)
In this new world of social media, the number of blog posts is pretty trivial. It’s all about the conversation.
6. Resources for Learning about the Blogosphere for PR Folk (Thursday, March 29, 2007)
Subscribe to:
Posts (Atom)