Recently, an article in The Hill (The Hill, 11/29/06) described how politicos such as Bob Dole and Tommy Thompson are producing podcasts to educate seniors and their caregivers about the Medicare prescription drug benefit. At first glance, Dole and Thompson may seem like unlikely sources for podcasts but, in fact, they are among those who have figured out that communicating in the twenty-first century requires twenty-first century approaches. Over the past three years, podcasts have emerged as an increasingly popular tool to communicate both educational and entertainment information, and now they are rocking the political world.
Public affairs is all about communications and getting your message out to your audience. And as communications' professionals, we need to stay on top of these innovative tools and maximize their use and value. Our research tells us that 9.2 million U.S. adults have downloaded an audio podcast in the last 30 days. Currently, more than 29 Senators produce podcasts and President Bush's weekly radio addresses can be found on the Official White House page on iTunes. Both the DNC and RNC used podcasts as a way to encourage involvement among their activists during the recent midterm elections.
Podcasts may not earn the same amount of media impressions as a story in The Washington Post, but using this tool makes sense because you are guaranteed to reach an audience that has an interest in your issue. And, who knows, you may change some minds along the way.
Bonnie M.
Public Affairs
To you and everyone at SSC, congratulations! This is a testament to the great work being done for your clients. Working with Genentech through Emily Butler and Amanda Sellers has been a treat. Best wishes for continued success. Regards, Sara Cleveland Grants Specialist Lance Armstrong Foundation