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Promoting Your Podcast Author Sees Podcasting as Ideal Tool for Internal Communications
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Added: 12/18/2006
Type: Summary
Viewed: 94 time(s)
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Promoting Your Podcast Author Sees Podcasting as Ideal Tool for Internal Communications
An ever-increasing number of online Americans are downloading podcasts, according to a recent telephone survey by the Pew Internet and American Life Project.
Twelve percent of the 972 adult Internet users who comprised the study's sample said that they have downloaded a podcast at least once. Only one percent report doing so every day, but that still totals over a million people. And as more and more major media outlets and organizations add podcasting to their array of marketing tools the numbers will inevitably rise.
According to author Jason Van Orden, the same podcasting technology that is creating a quickly growing, externally directed medium should also play an important role inside organizations.
"A well-organized communications process that regularly incorporates podcasting can greatly improve the awareness and confidence of employees at all levels of an organization," said Van Orden, author of Promoting Your Podcast: The Ultimate Guide to Building an Audience of Raving Fans, Larstan Publishing (2006), http://www.promotingyourpodcast.com).
"In big organizations--operating in multiple sites or even on multiple continents--giving employees a thorough sense of what's going on within the company is a tremendous challenge. Employees frequently complain that people on the outside seem to know what's happening more quickly than they do. The risk in this is that they feel detached, disrespected and cynical," Van Orden said.
He noted that podcasting is a very effective way to provide ongoing, timely information with a minimum investment and a simple delivery process. Combined with such tools as online daily newsletters and news announcements, periodic podcasts can keep employees in the loop. What's more, using the voices of company leaders and other employees helps create a personal bond that is difficult to achieve with other communications media.
Van Orden said that podcasting is useful for many aspects of internal communications, including:
* Communicating major changes and strategies: In rapidly developing companies, frequent mergers, acquisitions, and reorganizations can be harrowing for employees. Podcasts explaining planned changes and the effects they will have on employees can go a long way toward building greater comfort and confidence.
* Podcasts for education and training: "Learning organizations" require constant employee skill development. From learning new software applications to changes in employee benefits and personnel systems, podcasts can provide an effective and convenient training technique.
* Telling stories, building teams: Podcasting offers an ideal way for employees to hear stories about the company and about the people who build its success. Regular podcasts that feature employees talking about the work of their team or department or special project can build strong bridges within even the most far-flung organization.
Organizations, as well as individual podcasters, will find Van Orden's promotional tips helpful in building a large audience.
An Alaska native and current New York City resident, Van Orden is a podcaster and podcasting consultant, webpreneur and would-be rock star. He dove into podcasting with the same passion he has for music and Internet business. His Website HowtoCreateaPodcast.com draws thousands of visitors with its combination of technical tips and marketing strategies.
Van Orden is also currently organizing Podcasting University, a teaching and consulting enterprise that includes lectures and workshops and online programming. Purchasers of his book will receive two months free access to the fee-based Podcasting University Website.
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