I just finished listening to a podcast about motivation and how motivation comes from within individuals because we all work under our own volition blah, blah, blah.
Anyway, when I finished listening to the podcast, I wanted more information about the person I was listening to and his company. Oddly enough, there was no mention of a website or place where I could get more info. I was left to Google my way to their website. The company name was mentioned at the start of the podcast, and I don’t remember hearing it again. And, the first time the company name was mentioned, the inexperienced PR executive put the word “the” in front of the company’s name. That’s like calling FedEx “The FedEx“, or Amazon “The Amazon.” If I were the client, I’d be concerned. A little nibble has been taken out of his brand.
Now, this podcast was produced by a Raleigh, N.C.-based public relations firm who claims to be one of the top in the Raleigh-Durham-RTP area. But to me, it sounds like very little thought was put into the podcast beyond simply writing the questions and asking them in front of the client. I’ve posted about this kind of sucky podcasting in the past. Apparently it’s an on-going problem in this world.
Whenever you create a podcast (or white paper, caste study or other document that leaves your hands and floats into the online world), you need to keep a few things in mind in order for your podcast to be of any value:
1. Mention your company’s name. I shouldn’t even have to say this, but afterpodcast-writer-copywriter listening to this podcast I’m slightly worried that there are numerous PR agencies doing this disservice to their clients. Mention the client’s name and company at the start of the podcast and a couple of times throughout. Podcasts are not some off-the-cuff conversation you just ‘happen’ to be having with a PR agency. They are scripted, purposeful pieces that should get the client’s message across. You write the script so that the company name gets naturally worked in. Mention the client’s name and company name at the end of the podcast, too.
2. Tell people where to get more info, more podcasts, more news, more stuff, more ANYTHING. The podcast I listened to has zero value to me. I’m too lazy to actually Google this company. And while I love the topic of personal motivation, I’m afraid I have NO motivation to find out more about this company. But at least I know Raleigh PR agency’s website to visit if I want some crappy podcasting.
Podcasting is easy. Easy to record, easy to write, easy to distribute and easy to screw up. And that’s exactly what this Raleigh PR agency did in this case.
Don’t let it happen to you.
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