Podcasting tips, why radio is still a go-to source, and more

What are some tips for creating a podcast?

What are some tips for creating a podcast?

Podcasting is not necessarily a do-it-yourself tactic, but most of the needed tools are relatively inexpensive, says Rodger Roeser, president of Eisen Marketing Group. There is also no substitute for a solid script and comfortable “on-air” talent to make it more professional.

“Work[ing] with a current or former broadcast journalist... is ideal,” he says.

Start with your general concepts. Is it audio or video? Formal or informal? What do you want it to do? How do you want it to look? Also, try to keep the podcast short. “It's best to make it more casual,” Roeser notes. “And it should not be overly rehearsed, as it could sound phony, which is exactly what you do not want.”

He adds that with current technology, you can record the audio or video onto a high-end video camera and, through online programs, make general edits to either.

What accounts for radio's steady listenership totals?

According to Arbitron, radio has maintained steady listenership numbers for the past 10 years. According to News Generation marketing manager David Beasley, accessibility is a main reason that radio remains a go-to option for news and information for so many people.

“Radio can reach listeners at home, in their car, or at work – exposure no other medium can match,” he says.

Terrestrial radio is also available at no cost to consumers. Beasley notes a Pew Research Institute study that found radio listenership among those 12 and older fell just 5% (98.6% to 93.6%) from 2002 to 2005, despite rising Web usage and competing technologies.

These numbers show that people view radio as a go-to source for news and entertainment, he adds. Listeners also come to trust their favorite radio DJs and hosts. That trust translates into listenership and development of long-term relationships.

How do I secure a celebrity at a good price?

It's vital to know your brand and align with a star that represents it, suggests Michael Heller, president of celebrity brokerage firm Talent Resources.

“When consumers can believe [that] a celebrity believes in your product, it's much more effective,” he says.

It actually helps if the celebrity has something to promote at your event, such as a recent film. This could offer them more incentive to participate.

Heller also suggests making it easy for the celebrity by working with pros who handle everything from itineraries to the red carpet. “This will smooth things over and save you time and money,” he adds.

Allowing consumers to see a celebrity interact with your brand is also very effective. “Get your products into the right hands and create a demand in the consumer market,” he advises. “It creates a plethora of PR placements that can outnumber a straightforward ad campaign and cost a lot less.”

Send your questions to: toolbox@prweek.com. Please contact Beth Krietsch if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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