Monday, January 29, 2007

Podcasts...What are they & why do I need them?

In my view, Podcasting offers professionals the opportunity to literally skyrocket their credibility and reputation with their clientele and prospects. As said in the Magnifier newsletter, imagine if you will the creation of your own downloadable radio show. With the properly attracted crowd, the quality of the information you provide in a more easily followed form than written form is very powerful.

But concretely, how can professionals, organizations, and associateions leverage this newest tool on the internet block? In terms of Public Relations efforts, podcasting is truly incredible.

My favorite example is one that I have been using most frequently: trade shows or conventions. Imagine if you will, the trouble most go through in making their presentation and booth a success. Months can go into the details and building of momentum only to have an anti-climatic deflation of buzz the day after the convention.

Not following me? Take for example, the work that goes into building the appropriate marketing material, booth and driving media attention to your offer. A good publicist can drive up awareness and develop good public relations because there is something big forthcoming. However, once the event is done, what left is there to report?

Podcasting allows organizations the opportunity not only to report via audio OR video the happenings of the trade floor show, but also leverage all that buzz AFTER the event. For example, by encouraging prospective members and/or media who could not attend to subscribe to the podcast, one allows them to experience the event for themselves and at their convenience. The podcast allows you one more kick at the can in terms of driving awareness and credibility.

One other example

Let's say you run a business with a very long sales cycle. Most often, consultants or businesses with very specialized and more expesive lines of services fall into this category.

Credibility and reputations are everything! Trust can only be built up over a long period of time.

With podcasting, you are afforded the opportunity to provide a very select form of information to a niche and build regular communication to it. With such a direct channel going to such a select audience, your public relations efforts a bound to pay off.


Mark Buzan is the Principal and Chief Magnifier of Action Strategies, a full service Marketing Communications, Public Relations, and Public Affairs consultancy. You can visit his new website at www.actionstrategies.ca

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