Ask the Experts

It is best to start by defining your audience and determining whether a particular communications vehicle will deliver the type of audience engagement you wish to generate. 

Podcasts are digital files that are distributed over the Internet and downloaded onto a portable media playing device. Audiences typically receive podcasts automatically via a free subscription to a Web feed or syndication channel, which can be recognized by one of these orange icons that offer links to subscribe:

,  or .  Once the files are fed and stored, the audience can view or listen to them wherever and whenever they want.

Although simple text and image files can be podcasted, delivering video and audio will convey a more compelling message from your CEO and bridge gaps with stakeholders. From an audience perspective, the advantage of a podcast is that it can be consumed on demand, online or on the go. There also is the added convenience of the content’s auto-delivery, which offers predictability and strengthens loyalty.

A regularly-scheduled series of video and audio podcasts can be effective in both internal and external outreach. CEOs can inform and motivate employees via podcasted statements about business performance, new products, partners or hires, and corporate activities such philanthropic or social responsibility programs. In addition, an external communication strategy to reach customers, investors, and journalists with the episodic approach of a podcast series can enhance corporate reputation and increase visibility.

From podcasts, it’s a digital baby step to their cousins, the corporate Webisodes, which are short-form, serialized Internet television programs. But, to paraphrase American astronaut Neil Armstrong, podcasts can be a giant leap for your corporate communications strategy.