# Presentation: 070773

## Accomplishing Public Relations Goals Through Podcasting: Demystifying the Process

**Presented by Tim Barnes, Enterprise Director **
**and **
**Leonard Sipes, Sr. Public Affairs Specialist**

## What is CSOSA

- Federal, executive branch agency
- New federal agency, independent as of August of 2000
- Provides parole and probation services to Washington, D.C.
- National reputation for innovation and excellence
- Research and technology oriented
- CSOSA offers radio and television programs through the Internet, “DC Public Safety” (_[http://media.csosa.gov](http://media.csosa.gov/)__). _
- “DC Public Safety” is the nation’s most popular criminal justice and reentry podcast (per Google)

## “A National Model of Public Communications”

- Dear Colleagues: There is a new audio podcast available on “DC Public Safety,” _[http://](http://media.csosa.gov/)__[media.csosa.gov](http://media.csosa.gov/)_ on “The Supervision of High-Risk Drug Offenders.”
- According to a recent Google search, “DC Public Safety” is the most popular podcast for “Criminal Justice” and “Reentry.”
- “DC Public Safety” has recorded 400,000 hits since January of 2007.
- See _[http://](http://www.usdoj.gov/fbci/progmenu_whatsnew.html)__[www.usdoj.gov/fbci/progmenu_whatsnew.html](http://www.usdoj.gov/fbci/progmenu_whatsnew.html)_
-    for an example of how the show is being used by the Department of Justice. See _[http://](http://www.justicetalking.org/resources.asp)__[www.justicetalking.org/resources.asp](http://www.justicetalking.org/resources.asp)_
- for the resource page of “Justice Talking” from National Public Radio. We are on the podcast page for USA.GOV _[http://www.usa.gov/Topics/Reference_Shelf/Libraries/Podcasts/PublicSafety.shtml](http://www.usa.gov/Topics/Reference_Shelf/Libraries/Podcasts/PublicSafety.shtml)_.
- We are also featured by the National Institute of Corrections _[http://nicic.org/Library/022301](http://nicic.org/Library/022301)_.
- We have been referred to as “A national model of public communications,” by Jane Browning, Executive Director of the International Community Corrections Association.

## What is Podcasting

- Taking radio and television shows and placing them on the internet.
- You do not need an iPod. Many use their computers to view or listen.
- Using RSS (Really Simple Syndication) to allow people to **automatically **receive the program through their computer, iPod or portable player.
- With RSS, consumers do not have to come to you to get content. It’s **pushed **out to them.
- Programs are provided by major media companies (i.e., National Public Radio, CBS news).
- Programs supplied by non-traditional sources who have expert knowledge about an issue (DC Public Safety).
- Podcasting allows you to have a **conversation** with the public.
- Podcasting is part of the “new media” movement that includes blogs and other  methods creating  two-way interactions  (conversations).
- Both television  and radio shows are  referred to as podcasting.

## Who is Listening/Watching

- _[Podcasting](http://www.marketingpilgrim.com/2007/03/podcasting-on-the-rise.html)__[ on the Rise](http://www.marketingpilgrim.com/2007/03/podcasting-on-the-rise.html)_** **Friday, March 23rd, 2007- Jordan McCollum-citing Edison Media Research via _Podcasting News_
- The popularity of podcasting has grown by 18%
- In their survey in 2007, 13% had listened to a podcast, up from 11% in 2006.
- Awareness of podcasts has grown even more, from 22% having heard of the medium in 2006 to 37% in 2007.

## Who is Listening/Watching

- Video casting has grown from 10 to 11%, which is 10% lift.
- Perhaps most valuable of all is the study’s demographic information on podcast listeners:
- 49% female, 51% male.
- All ages. The survey found more listeners 55+ than in the 18-24 age group.
- Upper income, well educated, internet savvy.

## Measurable Results from CSOSA Podcasting

- The post popular criminal justice and offender reentry podcast in America-per summer 2007 Google search.
- Very high rankings for crime, criminals, parole, probation, sex offenders and other search terms per Google, Yahoo and MSN in the summer of 2007.
- 400,000 hits to the site as of November, 2007.
- Approximately 40 percent watch or listen to programs.

## Critical Success Factors

- Having an in-house IT and podcasting expert to guide the process.
- Senior staff who recognized the public relations potential of podcasting.
- Having the resources to purchase equipment.
- Staff willing to invest personal time to learn and create.
- Having in-house marketing expertise.
- Having staff who were experienced in television and radio production and hosting.
- An understanding that we did not have to know or understand everything about the technical side to do podcasting (you drive a car, yet you do not understand everything about it’s components).

## Challenges to Success

- Host did not have a technical background.
- Host had to be willing to learn the technical side of program creation (what’s a RSS feed?).
- Staff had to fit the podcasting process into everyday duties.
- Host, at times, felt frustrated in his inability to grasp a wide array of new hardware and software (are Apple computers “really” better, or just different?).

## How Podcasting Will Help You Achieve Your Public Relations Goals 

- Media (and the public) come to an understanding as to who you and your organization are—the most important ingredient in public relations.
- Podcasting is the most important public relations tool since the inception of websites.
*Your *point of view is *always* available (especially during times of negative news).
- During emergencies, you can release audio statements.
- Branding is the overall process of establishing your reputation—used by ALL corporations.
- Corporations are using video and audio podcasts to establish a brand.
- It’s no different for government—we need to employ the same strategies.
- We *need* to have conversations with the media and the public.

## Getting Assistance to Create Podcasts (get thee a geek)

- For people without a technical background, getting a knowledgeable person to guide you is important/vital.
- Local colleges will have someone doing podcasting who WILL help you. Podcasters are enthusiastic about podcasting. They will assist.
- Paid consultants will do everything for you from equipment purchases to training.
- On-line courses are now available.

## What you Really Need to Know About Audio Podcasting 

- You control the content.
- Production of **interesting,** ethical, informative shows is the most important thing to know about podcasting.
- The quality of sound produced through a personal computer and  software is just as good as a show produced in a studio.
- Don’t like something? Then delete or restart.
- The production standards are different for podcasting—stumbles are OK.
- Be very careful about the advise of podcasting geeks. It’s not as complicated as they make it  sound.
- For example, I rarely edit my shows beyond sound levels. Some will spend hours in editing.
- Shorter programs are better.

## What You Really Need to Know About Video Podcasting 

- All the things we mentioned about audio podcasting.
- Community access or college television can record your shows for $300.00 or less.
- Understand that people hate typical government talking-heads public access shows. Be different.
- The cost of outside servers to house your content and offer it to the public is now inexpensive.

## Creating Interesting Radio Shows

- Production of **interesting,** informative shows is the most important thing to know about podcasting. How **interesting** are you, your guests and your show?
- You cannot be a overly cautious bureaucrat.
- Showing emotion is powerful.
- Do NOT script the show. You and your guests MUST be spontaneous.
- What does the public want to know? It’s about them, not you.
- How are you serving the public?
- You **must** ask the same questions a reporter would ask.
- You must be fair to both sides of any issue.
- Partisan politics are not allowed.

## Creating Interesting Television Shows

- Everything we said about radio programs.
- Do an outline (not a script) of your show.
- Make sure that participants have the details they need.
- The insertion of b-roll, or footage of the topic you are discussing, is essential for interesting shows. Use as much as possible.
- Pay for a professional opening and closing.
- Pay for a quality firm to create copies if you hand them out to television stations.

## Marketing Your Podcast

- Marketing is necessary.
- _Marketing Your Podcast_ by Jason Van Orden.
- At a minimum, send program to iTunes and have Google, Yahoo and MSN search your site on a daily basis.
- Send to 5-10 additional podcast directories.
- Have other web sites link to your site. Search engines love links.
- Ask others in your field to advertise your site.
- Send out press releases **if** it’s a truly interesting show.
- Create an e-mail list. Send notices of new shows.

## Costs of Podcasting

- Approximately $1,500.00 for a computer, software and equipment
- Less if you will use an existing computer (approximately $600.00).
- Approximately $12.00 a month for a server (can be less).
- You can do it for free, but I do not recommend it.
- Television shows can cost as little as $300.00 per production.

## Resources for Podcasting

- Google “books” and “podcasting.”
- iTunes, Google, Yahoo and MSN have primers.
- On-line courses exist (search Google).
- Your local or on-line  music store can advise you about the equipment you need.
- Search iTunes for podcasts on podcasting.
- Become a consumer of podcasts.

## Contact Us

- Leonard (Len) A. Sipes, Jr.  Senior Public Affairs Specialist
-  	202-220-5616
- 	_[leonard.sipes@csosa.gov](mailto:leonard.sipes@csosa.gov)_
- Tim Barnes, Enterprise Director
- 	202-220-5306
- 	_[timothy.barnes@csosa.gov](mailto:timothy.barnes@csosa.gov)_