Answer to Question 1
Podcasting resembles other media in this respect: The best communications are
those that take into account the targeted audience, the purpose of the message,
and the qualities of the medium. The dynamics of podcasting are identical to
radio. (In the case of video podcasting, the dynamics are identical to those of
television.) Effective use of voice, music, and sound effects will improve the
quality of the program. However, the degree to which one uses these production
elements depends on the targeted public and your purpose. With some publics,
such as younger consumers, podcasters may want to use all of the bells and
whistles in their arsenal. However, if the audience is a group of potential
investors, what podcasters say may be more important than how they say it.
Answer to Question 2
This case study implies that it is. IBM replaced a costly weekly teleconference
with a podcast targeting 7,000 managers around the globe. All of the advantages
and disadvantages mentioned in the answer to question one hold true. However,
it is also important to remember that podcasting is one-way communication, and
that two-way communication is essential to good employee relations or
relations with any public, for that matter.
“Bad,” “neutral,” and “good” mutations.
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