Accomplishing Public Relations Goals Through Podcasting: Demystifying the Process

1
Accomplishing Public Relations Goals Through
Podcasting Demystifying the Process

• Presented by Tim Barnes, Enterprise Director
• and
• Leonard Sipes, Sr. Public Affairs Specialist

2
What is CSOSA

• Federal, executive branch agency
• New federal agency, independent as of August of
  2000
• Provides parole and probation services to
  Washington, D.C.
• National reputation for innovation and excellence
• Research and technology oriented
• CSOSA offers radio and television programs
  through the Internet, DC Public Safety
  (http//media.csosa.gov).
• DC Public Safety is the nations most popular
  criminal justice and reentry podcast (per Google)

3
A National Model of Public Communications

• Dear Colleagues There is a new audio podcast
  available on DC Public Safety,
  http//media.csosa.gov on The Supervision of
  High-Risk Drug Offenders.
• According to a recent Google search, DC Public
  Safety is the most popular podcast for Criminal
  Justice and Reentry.
• DC Public Safety has recorded 400,000 hits
  since January of 2007. 
• See http//www.usdoj.gov/fbci/progmenu_whatsnew.ht
  ml
• for an example of how the show is being used
  by the Department of Justice. See
  http//www.justicetalking.org/resources.asp
• for the resource page of Justice Talking from
  National Public Radio. We are on the podcast page
  for USA.GOV http//www.usa.gov/Topics/Reference_Sh
  elf/Libraries/Podcasts/PublicSafety.shtml.
• We are also featured by the National Institute of
  Corrections http//nicic.org/Library/022301.
• We have been referred to as A national model of
  public communications, by Jane Browning,
  Executive Director of the International Community
  Corrections Association.

4
What is Podcasting

• Taking radio and television shows and placing
  them on the internet.
• You do not need an iPod. Many use their computers
  to view or listen.
• Using RSS (Really Simple Syndication) to allow
  people to automatically receive the program
  through their computer, iPod or portable player.
• With RSS, consumers do not have to come to you to
  get content. Its pushed out to them.
• Programs are provided by major media companies
  (i.e., National Public Radio, CBS news).
• Programs supplied by non-traditional sources who
  have expert knowledge about an issue (DC Public
  Safety).
• Podcasting allows you to have a conversation with
  the public.
• Podcasting is part of the new media movement
  that includes blogs and other methods creating
  two-way interactions (conversations).
• Both television and radio shows are referred to
  as podcasting.

5
Who is Listening/Watching

• Podcasting on the Rise Friday, March 23rd, 2007-
  Jordan McCollum-citing Edison Media Research via
  Podcasting News
• The popularity of podcasting has grown by 18
• In their survey in 2007, 13 had listened to a
  podcast, up from 11 in 2006.
• Awareness of podcasts has grown even more, from
  22 having heard of the medium in 2006 to 37 in
  2007.

6
Who is Listening/Watching

• Video casting has grown from 10 to 11, which is
  10 lift.
• Perhaps most valuable of all is the studys
  demographic information on podcast listeners
• 49 female, 51 male.
• All ages. The survey found more listeners 55
  than in the 18-24 age group.
• Upper income, well educated, internet savvy.

7
Measurable Results from CSOSA Podcasting

• The post popular criminal justice and offender
  reentry podcast in America-per summer 2007 Google
  search.
• Very high rankings for crime, criminals, parole,
  probation, sex offenders and other search terms
  per Google, Yahoo and MSN in the summer of 2007.
• 400,000 hits to the site as of November, 2007.
• Approximately 40 percent watch or listen to
  programs.

8
Critical Success Factors

• Having an in-house IT and podcasting expert to
  guide the process.
• Senior staff who recognized the public relations
  potential of podcasting.
• Having the resources to purchase equipment.
• Staff willing to invest personal time to learn
  and create.
• Having in-house marketing expertise.
• Having staff who were experienced in television
  and radio production and hosting.
• An understanding that we did not have to know or
  understand everything about the technical side to
  do podcasting (you drive a car, yet you do not
  understand everything about its components).

9
Challenges to Success

• Host did not have a technical background.
• Host had to be willing to learn the technical
  side of program creation (whats a RSS feed?).
• Staff had to fit the podcasting process into
  everyday duties.
• Host, at times, felt frustrated in his inability
  to grasp a wide array of new hardware and
  software (are Apple computers really better, or
  just different?).

10
How Podcasting Will Help You Achieve Your Public
Relations Goals

• Media (and the public) come to an understanding
  as to who you and your organization arethe most
  important ingredient in public relations.
• Podcasting is the most important public relations
  tool since the inception of websites.
• Your point of view is always available
  (especially during times of negative news).
• During emergencies, you can release audio
  statements.
• Branding is the overall process of establishing
  your reputationused by ALL corporations.
• Corporations are using video and audio podcasts
  to establish a brand.
• Its no different for governmentwe need to
  employ the same strategies.
• We need to have conversations with the media and
  the public.

11
Getting Assistance to Create Podcasts (get thee
a geek)

• For people without a technical background,
  getting a knowledgeable person to guide you is
  important/vital.
• Local colleges will have someone doing podcasting
  who WILL help you. Podcasters are enthusiastic
  about podcasting. They will assist.
• Paid consultants will do everything for you from
  equipment purchases to training.
• On-line courses are now available.

12
What you Really Need to Know About Audio
Podcasting

• You control the content.
• Production of interesting, ethical, informative
  shows is the most important thing to know about
  podcasting.
• The quality of sound produced through a personal
  computer and software is just as good as a show
  produced in a studio.
• Dont like something? Then delete or restart.
• The production standards are different for
  podcastingstumbles are OK.
• Be very careful about the advise of podcasting
  geeks. Its not as complicated as they make it
  sound.
• For example, I rarely edit my shows beyond sound
  levels. Some will spend hours in editing.
• Shorter programs are better.

13
What You Really Need to Know About Video
Podcasting

• All the things we mentioned about audio
  podcasting.
• Community access or college television can record
  your shows for 300.00 or less.
• Understand that people hate typical government
  talking-heads public access shows. Be different.
• The cost of outside servers to house your content
  and offer it to the public is now inexpensive.

14
Creating Interesting Radio Shows

• Production of interesting, informative shows is
  the most important thing to know about
  podcasting. How interesting are you, your guests
  and your show?
• You cannot be a overly cautious bureaucrat.
• Showing emotion is powerful.
• Do NOT script the show. You and your guests MUST
  be spontaneous.
• What does the public want to know? Its about
  them, not you.
• How are you serving the public?
• You must ask the same questions a reporter would
  ask.
• You must be fair to both sides of any issue.
• Partisan politics are not allowed.

15
Creating Interesting Television Shows

• Everything we said about radio programs.
• Do an outline (not a script) of your show.
• Make sure that participants have the details they
  need.
• The insertion of b-roll, or footage of the topic
  you are discussing, is essential for interesting
  shows. Use as much as possible.
• Pay for a professional opening and closing.
• Pay for a quality firm to create copies if you
  hand them out to television stations.

16
Marketing Your Podcast

• Marketing is necessary.
• Marketing Your Podcast by Jason Van Orden.
• At a minimum, send program to iTunes and have
  Google, Yahoo and MSN search your site on a daily
  basis.
• Send to 5-10 additional podcast directories.
• Have other web sites link to your site. Search
  engines love links.
• Ask others in your field to advertise your site.
• Send out press releases if its a truly
  interesting show.
• Create an e-mail list. Send notices of new shows.

17
Costs of Podcasting

• Approximately 1,500.00 for a computer, software
  and equipment
• Less if you will use an existing computer
  (approximately 600.00).
• Approximately 12.00 a month for a server (can be
  less).
• You can do it for free, but I do not recommend
  it.
• Television shows can cost as little as 300.00
  per production.

18
Resources for Podcasting

• Google books and podcasting.
• iTunes, Google, Yahoo and MSN have primers.
• On-line courses exist (search Google).
• Your local or on-line music store can advise you
  about the equipment you need.
• Search iTunes for podcasts on podcasting.
• Become a consumer of podcasts.

19
Contact Us

• Leonard (Len) A. Sipes, Jr. Senior Public
  Affairs Specialist
• 202-220-5616
• leonard.sipes_at_csosa.gov
• Tim Barnes, Enterprise Director
• 202-220-5306
• timothy.barnes_at_csosa.gov