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Lessons In Communicating: What We Can Learn From ESPN

Today’s marketing and public relations professionals can actually learn a lot from the traditional media networks about how to reach today’s busy audiences.  Specifically, as an example let’s take a look at ESPN and how they use a variety of today’s technologies to reach their intended target audiences. As a case study, we’ll use the popular Mike & Mike in the Morning radio program.  Now, typically for a radio show of this nature, the show would air from 6-10AM and listeners would be able to hear the show on their local affiliate, and then maybe they could hear a “Best of…” either over the weekend or perhaps when the show was on vacation.  Despite this conventional wisdom, ESPN realized that in then new media landscape this narrow window of distribution does not meet the needs of today’s dispersed audiences, and that there was an opportunity to grow the show’s audience.  With new distribution options, ESPN has been able to successfully leverage Mike and Mike, especially since content is king.  The network now simulcasts the show live on ESPN 2, produces a daily “Best of…” that airs during the afternoon on the network, provides show highlights on the front page of ESPN.com, and publishes a daily “Best of Mike and Mike” Podcast. Now, clearly each of these tactics is not meant to reach the same audience members, but it is meant to give the show the greatest possible reach on any particular day.  I think that this strategy is reminiscent of when the CBS Television Network began simulcasting “60 Minutes” on the CBS Radio Network, which helped reach a broader...

Podcast 101: Lesson 10

So, this is the final installment in our initial Podcasting 101 series.  Look for future installments right here on The MediaBackpage.  Want to add your thoughts to our on-going series then e-mail us tips AT mediabackpage.com. Lesson 10: Re-Use Existing Content – These new delivery mechanisms not only establish a new means for organizations to communicate and produce new messages, but also offer a new opportunity to re-distribute and further leverage existing content.  For example, an organization can publish an executive speech, share a training library, or virtually any type of content can now be digitized and made available on-line for global audiences to view.  With this new distribution mechanism, the organization can reach more audiences with its existing efforts, as well as capture this content for future audiences to easily find and...

Podcast 101: Lesson 9

Lesson 9 – No iPod Required: Not sure if this is a lesson or a myth buster, but either way its a good bit of knowledge for any organization considering Podcasting.  Despite the name of the technology, Podcasts as either audio or video vignettes can actually be consumed by about 95% of today’s computers with software that they come pre-loaded with, or with software such as Apple’s iTunes which is very user friendly and easy to install.  Therefore you can offer your content and most of your audience will be able to watch at their desktops if they don’t have an...

Podcast 101: Lesson 8

It’s time for the next in tip in our Podcasting 101 Series, Lesson 8. If you think we’ve missed something or want to contribute a tip then e-mail us tips AT mediabackpage DOT com. Archive Your Content – As you produce new materials, continue to keep your old podcasts live so that you can reference future audiences to the existing media that you have created. This will allow you to continue sharing past programs with new listeners/viewers in the future, which also means continued exposure for those topics, guests, and materials covered in your previous...

Podcast 101: Lesson 7

Lesson 7 – Promote Your Podcast: When thinking about promoting your podcast it is important to remember to use both online and off-line techniques. Podcast traffic needs to be driven through conventional tools from the press release to off-line interviews, and other communications strategies. In terms of online promotion it needs to come in a variety of areas including through your website, online forums, blogs, and other online mechanisms such as social bookmarking and networking...

Podcast 101: Lesson 6

It’s about time for the next in tip in our Podcasting 101 Series, Lesson 6. If you think we’ve missed something or want to contribute a tip then e-mail us tips AT mediabackpage DOT com. Lesson 6 – It’s About Time: Perhaps equally as important to make your podcast work is to keep it succinct. While there is no exact science most podcasts can probably express their key points in a period of 6-8 minutes, which is recommended. In some instances, for more involved topics there are two main strategies that can be deployed: the first its to simply develop a longer, show with distinct segments that runs somewhere in the ballpark of 18-20 minutes. Alternatively, more involved content can simply be broken down into shorter, smaller, manageable pieces that are all a part of the same...