Answer to Question 1
If executed correctly, the benefits appear to outweigh the risks. Anytime you can
use a new channel of communication to reach a targeted public especially one
with the demographics and psychographics of podcast consumers it is a good
thing. The quote in the case study about the time when ol' Dad put on the
gangsta wear and hoodie, and tried to bust a rhyme is very telling. As is the
case with any public relations tactic, podcasting can be counter-productive if it
isn't executed correctly. In GM's case, the company learned from its initial
experience and improved the quality of its podcasts.
Answer to Question 2
The greatest advantage is that it is a controlled medium. Because the audience is
self-selecting, it is ideal for reaching niche publics. It is also relatively
inexpensive. It is also allows the audience to time-shift and use the medium when
it wants to use it. The disadvantages include the difficulty in measuring the
medium's effectiveness. This is especially true if podcasting is part of an
integrated marketing communications campaign. Because its audiences are selfselecting,
it is difficult to attract publics that are not already engaged in the topic.
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