As a pioneer in podcasting, ad man John January is often asked how to produce a successful product that brings people back again and again. “A great podcast is in the ear of the beholder,” he says, “but I believe the best ones do have a few things in common.”
- They’re authentic. “They are not spinned, overproduced or dumbed down. The podcast’s real power is that it is a channel for real conversations.”
- They have passion. “If participants don’t possess a genuine zeal for the content they’re producing, a podcast is the wrong vehicle for them.”
- They say something. “Audiences expect a podcast to have a point of view. This means participants have no fear of speaking out or editorializing.”
- Length varies, entertainment doesn’t. “There’s no right length, although 15 to 20 minutes is a good place to start. But keep it entertaining. I once read that podcasts should avoid the use of humor. That’s laughable.”
Maybe the best known name in college podcasting is Mansfield University’s Dennis Miller, who started an admissions podcast in 2005 that is still going strong.
Miller decided from the outset that his interviews would be unscripted. He wanted a sense of immediacy and reality. He would keep the podcasts short — typically between 15 and 18 minutes. And he would keep them as light and informal as possible.
Miller is a college public relations officer, January runs a commercial ad agency. They face different audiences, but they share a similar recipe for successful podcasting.
To see Mansfield University’s lineup of podcasts, visit:
podcast.mansfield.edu/
And if you don’t already listen to TargetX’s Recruiting Revolution podcast, click below:
www.targetx.com/knowledge/index.html
Read more about our authors. Ray Ulmer, public relations director at TargetX, has been involved in higher education marketing for more than 25 years, including serving as executive director of communications at La Salle University and director of public relations at Drexel University. He has also worked in corporate marketing and advertising.
APR
About the Author:
Ray Ulmer, public relations director at TargetX, has been involved in higher education marketing for more than 25 years, including serving as executive director of communications at La Salle University and director of public relations at Drexel University. He has also worked in corporate marketing and advertising.