detail1577
Eric Schwartzman
Integrating Podcasts into the Marketing Mix
Eric Schwartzman
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Download MP3
[runtime: 01:06:58, 30.7 mb, recorded 2006-09-29]
You're sold on podcasting, but perhaps your boss, or your client, is not. How do you build consensus for a new media format with no standardized metrics? How do you incorporate the podcast into an existing marketing or PR plan? Veteran public relations executive Eric Schwartzman, host of the PR podcast On the Record Online, reveals best practices for integrating podcasts into corporate communications programs and measuring results.
Schwartzman discusses quantitative metrics, which consists of the latest research to help build a compelling business argument in favor of podcasting. Related to this is comparative analysis, a means of discovering how well podcasting stacks up against comparable media formats. He also reviews benchmarking as a way to design a feasible market strategy with built-in measurement tracking.
Schwartzman talks about an integrated approach to develop a podcasting initiative to support webcasts, special events, trade shows, media relations, analyst relations, advertising, email marketing, and direct mail.
Eric Schwartzman, established Schwartzman & Associates in 1999 to help technology, media and entertainment companies integrate the web into their public relations, corporate communications and marketing initiatives. Schwartzman is also the founder and president of iPressroom, which helps organizations extend the impact of their public relations, corporate communications and marketing programs through hosted, web-based online public relations tools and services.
His podcast On the Record – Online features discussions with leading journalists about how new media is changing the way organizations communicate, and the way people consume media and information. He blogs about how public relations, the news media and emerging technologies influence perception and shape popular opinion at the Spinfluencer.
Schwartzman, who has handled PR at world class media events including the Cirque du Soleil at the Academy Awards, Salt Lake Olympics, Grammy Awards, MTV Awards and the most recent Britney Spears World Tour, has been podcasting since April 2005.
Resources:
