PR Podcast Boot Camp
Key concepts for generating word of mouth through podcasting

What You'll Learn: Blogs, Podcasts & RSS Search Engine Optimization Social Media PR Podcasting ROI Live Demos and Exercises

Testimonials	Find Out	Upcoming Seminars
"This is an incredibly eye-opening workshop. If you’re considering integrating podcasts into your marketing mix, this workshop is a must."   - Heather Karki, Product Manager, IDC "This workshop is a must for any marketing or PR exec who wants to get up to speed with podcasting."   - Sally Falkow, APR	Podcasts, webcasts and downloads Audio vs. video podcasting How do you get a podcast? How to publish RSS How to monitoring podcasts How to SEO podcasts The size of the audience Free editing and recording software What you need to assemble a rig Where to get free music legally Understanding copyright issues Building thought leadership And more	Adv. New Media PR Boot Camp Public Relations Society of America Dec. 5, 2008 - New York City Register New Media PR Boot Camp Public Relations Society of America Mon., Dec. 8 - Tues., Dec. 9, 2008 - New York City Register  Questions?  Email or Call 310-463-4026

2008 Course Syllabus

Forward thinking marketing and public relations executives are leveraging the power of podcasting to communicate directly with their key audiences via the Net. Find out what podcasts are and how you can put them to work for your organization. This hands-on workshop, led by the producer and host of the popular On the Record...Online podcast will take you through the process in six easy steps to arm you with the knowledge you need to evaluate and decide how to integrate this effective, effecient communications channel into your marketing program.

Step One - Learn the Basics of Podcasting

1. Blogs, RSS Syndication and Podcasting - What are they and why do they matter?
2. Popular Podcasting Formats - Frame work and length.
3. Podcatcher Software - Learn how to use iPodder, iTunes and other popular podcatchers
4. Podcast Backgrounder - How did they come into existence?
5. Finding and Subscribing to Podcasts - Live demo of how people locate and download podcasts online via the most popular search engines and directories.
6. Measurement and Monitoring - Learn how to use Bloglines, Feedburner, PodZinger, MyYahoo, Intelliseek and Technorati.

Step Two - Hear Real Life Podcasting Case Studies

1. Review of Business Podcasts - Hear excerpts from leading business podcasts.
2. Disneyland Podcast - Promoting live events through sound-seeing podcasts.
3. IBM Podcast - Promoting thought leadership podcasts.
4. Purina Podcast - Repackaging existing content as podcasts.

Step Three - Participate in Podcast Development & Planning Exercises

1. Selecting the Subject Matter - How to design an audience that appeals to your key audiences.
2. Finding Your Voice - Podcasting as the informal voice of the organization.
3. Intros and Outros - Recording a signature audio clip to introduce and end your podcast.
4. Podsafe Music - Avoid using copyright protected material with this podsafe music sources.
5. Search Engine Optimization - Using desirable search phrases to strategize content selection.
6. Show Notes - Describing with text your podcast for listeners.

1. Recording Hardware Requirements - Checklist of equipment necessities to build basic and more sophisticated podcasting rigs.
2. Software Requirements - Checklist of available freeware and commercial podcasting software.
3. PC Troubleshooting - Control panel settings, sound card settings, setting levels and back-up recording options

Step Five - Learn about Podcasting Production

1. Recording Live Interviews - Conducting and recording live interviews for podcasts. How to get the interviewee invested in the conversation and dealing with one word answers.
2. Recording Phone Interviews - Conducting and recording interviews over the phone for podcasts.
   Editing - How to use popular freeware to edit your podcast.
3. ID3 Tagging - Tags are how people find podcasting through directories and search engines. Learn how to select and assign the right categories to your podcast so it can be easily found by others in popular directories and search engines.
4. Podcast Production Demo - See an actual podcast recorded using live and phone interviews. See it edited and ID3 tagged right in front on you.

Step Six - Learn How Podcast Syndication Really Works

1. RSS Enabling your Podcast - Primer on available services, selecting one that's right for you and uploading your podcast.
2. Blogging your Podcast - How to launch a blog to distribute your podcast, and how to use your existing blog to distribute your podcast.
3. Promote your Feed - How to make sure your feed is listed and available through ipodder.org, podcastalley.com, podcast411.com, Podcast.net, podcastdirectory.com, podcastingnews.com, digitalpodcast.com, ipodderx.com, podshow.com, podcastreview.net and odeo.com

About the Instructor

Eric Schwartzman is managing director of Schwartzman & Associates, a boutique public relations firms based in Los Angeles that specializes in helping organizations integrate the Web into their marketing and public relations programs. He is also chairman and founder of iPressroom, which helps organizations extend the impact of their public relations, corporate communications and marketing programs through easy-to-use, marketing communications software tools and services.

As a recognized expert in the field of new media marketing communications, he has presented at numerous conference and seminars including the New Communications Forum, Executive's Guide to Podcasting, Media Relations 2005, The Software Council, Global PR Blog Week, Entertainment Marketing Conference and numerous colleges and universities, and quoted in articles on podcasting, blogging and new media in publications including Advertising Age [PDF], PR Week [PDF], Podcasting News, Econtent, PR News [PDF] and Media Relations Insider [PDF].

He blogs about how public relations, the news media and emerging technologies influence perception and shape popular opinion at the Spinfluencer. His podcast On the Record. Online features discussions with leading journalists about how they use technology to cover the news.