Podcasting can provide compelling content

Farrell Kramer

Our guest blogger today is Farrell Kramer, founder and president of the PR firm Farrell Kramer Communications. We first met a couple of years ago when he conducted a podcast about my book, Press Releases are not a PR Strategy.  He has been podcasting for himself and for clients since early 2006. You can find him on Twitter as @farrellkramer.

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The explosion in Twitter and Facebook by communicators of all types has created a desperate need for compelling content.  In today’s world, you’re only as exciting as your last tweet or status update.  But a steady diet of retweets and promotional items can put your audience to sleep.

Podcasting solves this problem beautifully.

In addition to creating a great subscription-based audio channel, podcasts provide wonderful content for Twitter, Facebook and any other social network where you can post links.  Companies can discuss new products, services and provide valuable industry news and insights.  Customers can get to know companies on a human level, as audio interviews provide a level of one-to-one intimacy few other channels can match.

Then, there’s the cost.  Podcasting is a bargain.  Audio podcasting is far less expensive than video, for example, as recording requires only a computer and headset. Audio editing can be accomplished with free software like Audacity or readily available programs such as Apple’s GarageBand.  Want to do interviews?  Sign up for a free Skype account.

Of course, you can get more advanced in terms of equipment and software — offering up audio quality that rivals FM radio shows.  But even then, the cost is relatively small and the potential payoff large.  With traditional media outlets shrinking away at a terrifying pace, organizations looking to do effective PR will need to create and promote their own content if they want to stay in the game.  

 Podcasting and social networking make a great pair.  Think about it the next time you’re struggling to come up with your next 140-character update.