Global PR Blog Week 2.0

By Chris Bechtel, iPressroom | Internet PR News Blog
Tools & Practices | Podcasting

Chris Bechtel interviews Stephen Cassidy, Chief, Internet, Television, Radio, and Image section, UNICEF, and Michael Moore, Director of Interactive Marketing for Nestlé Purina PetCare.

Download the audio file (mp3, 34.5 MB) or sign up for the podcast’s RSS feed to get the future podcasts automatically.

Show Notes

0:05 Intro. Guest introductions, and bios. Audio reports and diarys from Hurricane Katrina, “Ask the Vet” podcasts, and trade show podcast “Digital Masters” from AdTech. Theme of the show: Considering podcasting for your corporation, non-profit organization, or brand? Listen in. Insights on how executives are approaching podcasting and what they are getting out of it.

2:45 Interview with Stephen Cassidy, Chief, Internet, Television, Radio, and Image section, UNICEF

• 3:51 Overarching ideas at UNICEF
• 4:06 Back in the beginning when there were just a few platforms
• 4:33 New technology makes everyone a broadcaster
• 5:50 Benefits of Podcasting
• 7:20 Feedback mechanisms
• 9:55 What works for UNICEF
• 11:45 On Demand and the future of new media
• 12:29 Human beings are social
• 13:20 Traditional media will adapt
• 14:11 Thought process in the boardroom
• 14:55 Does podcasting make broadcasters nervous
• 15:15 What will rise to the top
• 16:08 Listen to UNICEF’s podcasts

Topics discussed: Decline of television viewership, potential of on-demand not yet realized, the future of traditional media, podcast measurement, is content king? Plus, UNICEF Mission statement: “children, their health, their education, their equality and their protection,” and identifying “that perfect audience”.

Notable quotes: “When there were just a few platforms, means of communications were controlled by governments and corporations… [that] paradigm shattered” “New technology has made it possible for every one to be a broadcaster” “Anyone can take the stage and hold it depending on their content.” “We [UNICEF] decided that we should get involved in as many of the new platforms for delivering our messages about children as we could.”

16:50 Interview with Michael Moore, Director of Interactive Marketing for Nestlé Purina PetCare

• 17:22 Welcome Michael
• 17:50 What led to Purina launching a podcast series
• 19:00 Reaching consumers directly
• 19:50 Advice for other brands considering podcasting
• 22:05 Repurposing existing content
• 23:13 Assessment of current program
• 23:43 Measuring response
• 25:40 Fundamentals of marketing communication changing?
• 27:18 What is changing - the move to one to one marketing
• 27:45 Marketing Mix and the level of new media emphasis
• 29:00 New media wish list
• 30:08 Purina and Blogging
• 31:20 Monitoring blogs discussing the brand
• 32:00 Send feedback and comments to Purina
• 32:41 How to contact Purina

Topics discussed: Purina’s podcasts, Purina ring tones, other interactive marketing programs, reaching new consumers through a new medium, and his thoughts on the future of new media.

Notable Quotes: “We’re no longer dependent on one or two media sources to get our information,” said Moore. “There are 50 or 60 million mp3 players here in the United States”. “There is much greater awareness (at Purina) of other means of communicating with consumers beyond the traditional means of television, radio and print.” “We’re marketing to consumers one at a time”.

(33:21 Interview with Bob Cooney, V.P., Ecast, Inc. - not included due to time constraints)

33:49 Outro. Thank you to all the guests for their time, insights and candor 34:10 Media landscape is changing and as a result the fields of marketing and communications are changing fundamentally. Global PR Blog Week 2.0 is the place to find out where it’s all going.

About the host

Chris Bechtel has been a marketing and communications professional for more than 12 years, specializing in helping organizations (from Fortune 500 companies to non-profits) maximize the results of their marketing and public relations programs through the use of technology and strategic communications. He is presently the COO and Vice President of Marketing and Product Development for iPressroom Corporation, an online marketing and public relations software and services provider, specializing in Internet Pressrooms, virtual private press kits, RSS, Podcasts, and more.

Chris conducts executive workshops and training, and contributes to the corporate Internet PR News Blog

{tags: prblogweek, pr, public+relations, business, podcasting, podcasts}