Podcasting – a definition

 ”… a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication.”

The mode of delivery is what differentiates podcasts from other ways of accessing media files over the Internet. RSS (most commonly translated as “Really Simple Syndication”) is a family of web feed formats used to publish frequently updated works—such as blog entries, podcasts, and video—in a standardized format. “Subscribers” click on the red symbol and add it to their list of items sent to “aggragators” – like Google and Yahoo – which collect them automatically.

If you have an iPod brand player plugged into your computer, podcasts can be automatically download to the device for playback on your walk or at the gym.

1 in 5 Americans have listened to a podcast.* Why?
. . . Because they get to choose to listen to exactly What they want. Where they want.

Businesses, experts, enthusiasts and organizations all use podcasting as a means to build relationships by bringing consumers, members and friends the information and entertainment they want. 
2 main types:
External – General market and special interest consumers
Internal – Institutional audience with vested interest – employees, members.

From the American Dental Association to brand names like Johnson & Johnson
When consumers and  members opt in to participating in regular communication, and information, they become engaged. Awareness and acceptence is the result.

Podcasts can achieve communication goals IF
If they are well designed, authentic and consistent.

The power of podcasting is in the conversation
A well conceived format and appropriate tone are vitally important to keeping the conversation on track. A podcast should allow for interaction. The listener should always feel a part of the process – regular referrences and ackowledgements of listeners. 
True communication is two-way. Podcasts can include feedback from listeners. They call a dedicated answer line. Their recorded comments are included in the next prodcast.  It’s important to protect your image. The tone and structure should be consistent and appropriate to the subject and message. A good podcast should lead the listener to a conclusion – enjoyment, respect, motivated, energized. The relationship with the listener may be varied and complex, but it should never be ambiguous.