October 11, 2005

Podcasting: Is it a Viable Communication Vehicle?

As employees’ participation in a variety of electronic media increases, they crave less reading. What they want is more listening and watching. Podcasting has made audio hip again, just as the CD did in the ‘80s and the cassette before that. But podcasting’s compelling advantage is that it allows for audio on demand—people select content and listen to it wherever and whenever they choose. (Think of it as TiVo for the ears.)

You don’t have to buy the new iPod Nano for every employee in order to leverage the power of podcasting. In fact, the spirit of podcasting can be achieved with other devices as well: personal computers, any digital audio player and even some models of cell phones.

Podcasting is a useful tool when you want to:

• Increase someone’s visibility (such as an executive)—hearing a message first hand can clarify meaning and lend authenticity
  
• Share short, concise bursts of information
  
• Connect with employees who work remotely
  
• Capture attention with a different approach
  
• Address a bandwidth issue where you can only support smaller files (versus video)

Take a small step

Run a pilot with a small, distinct audience to determine if podcasting appeals to your employees. For example, partner with the senior executive of a division to deliver monthly business updates as a two- to three-minute audio file. Don’t forget to address the hardware issue with your target group. How will they listen to your program: computer, cell phone or digital audio player? As with any first attempt, measure, tweak and repeat.

Tips for great podcasting:

• Listen to great radio. Pick up some cues from the pros, such as National Public Radio.
  
• Keep your recordings short. Think executive summary—short and to the point attracts listeners. And smaller files mean less space will be required on employees’ digital music players or computers.
  
• Make an investment in editing software. While it isn’t necessary to professionally record your programs, at a minimum you should have editing software to remove “ums,” “ahs” and long, unnatural pauses.
  
• Write for listening, not reading. We’re so used to writing for a reader, that it’s often difficult to write from the perspective of a listener. Scripted recordings can often feel too formal. Try interviewing your speaker and deleting your questions from the recording. The speaker will likely feel more natural and credible.