UKFast: podcast case study

As ever, a lot of people at Delivering the New PR wanted to talk to Neville Hobson (pictured left) about podcasting. On the face of it, it is a lot easier to understand podcasting than some other apects of social software - the radio show analogy is familiar and people are getting used to downloading music on to their computers.

But that still means PRs need to do a lot of thinking before they can be sure they have an effective use for podcasting, and they also need to have the confidence (and kit!) to actually make a podcast.

So it will be interesting to see how our headline sponsor UK Fast fare with their new portable podcast studio - everything you need in a small attache case. No doubt the equipment works well, but for me the big question is what do you do with it? Although I am pretty scathing when I discuss the EuroBlog 2006 finding that suggests a key reason for organisations not blogging is a fear they won't have the content, I am a little less certain about sourcing interesting audio content. I know it is an indefensible double standard, but whereas I can pour scorn on a PR saying to a client "We can't fnd anything interesting to write about you or your product..." I really do wonder about whether I could always come up with gripping audio for some of the clients I have worked for....

It is something UK Fast has to tackle head-on - and they do...

This week UKFast communications manager Jonathan Bowers talks with Lawrence Jones about business hosting and the opportunities being missed by UK companies that are not maximising their online presence.

This podcast goes into particular detail on search engine optimisation, creating a solid infrastructure and top level domain names - the good, the bad and the unnecessary.

Give it a listen. No music, no frills but with some useful ideas.   

PS. Tom Murphy and I couldn't supress our giggles when Neville was asked about the optimum length for a podcast... On a good day it takes me about 45 minutes to drive in to work - but that might be time for a half a typical FIR; until they are easily broken down into chapters or tracks that I can skip and search, long podcasts will deter me. We both love Nev but thee hours a week is a big ask for a medium that demands your full attention...

The UKfast podcast scores by being a manageable 11 minutes but arguably, it gets more interesting as it goes along. The trick must be making sure people stay with it to the end.

Comments

[Richard Bailey]

As I drove to work this morning listening to The Today Programme on Radio 4, I thought there'll never be a podcast to replace this (even Shel and Neville's).

But other countries don't have the BBC. Commercial pop, mindless chatter or For Immediate Release? That's a real choice.

[Philip Young]

Or Melvyn Bragg's In Our Time; it is great to be able to download such essential listening. I was away last Thursday but didn't miss what I know is going to be a fascinating discussion about John Stuart Mill (http://www.bbc.co.uk/radio4/history/inourtime).