We explore the essential aspects of communications, marketing, and writing. Podcast interviews with thought-leaders look at important influences that shape a PR pro’s or marketer’s work and creativity for the better. Show host Sheelagh Caygill uses her experience as a journalist to ask guests probing questions, often revealing little-known tips and insights. Episodes always offer listeners solutions to common problems and actionable tips. Sometimes the topics we explore will have a less direct impact on our immediate goals, but they still matter. Episodes have delved into communicating with influence, enhancing leadership communications, and the connection between emotive content writing and poetry. Our guests, just like our listeners, are global. As much as possible, we go beyond international borders and engage in issues affecting PRs and marketers around the world. We feature trend updates, such as the growing force of artificial intelligence in communications and marketing, working on climate reality campaigns, and dedicated leadership support for reputation management and a powerful brand presence...
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Podcasting is Changing the Face of Audio Journalism
Podcasting is significantly changing journalism, which has been affected a great deal by lack of investment and a declining audience in recent years.
In this episode we speak with Toronto podcast producer and journalist Kathleen Goldhar on the impact podcasting continues to have on journalism
"I don't think you can do anything without a podcast anymore," Kathleen observes. "Every news organization has one, CBC has one . . . whether it's an original podcast where they do a lot of an amazing work or all the shows are sent out on a podcasting format.
"So podcasting is as much a part of journalism has print, as digital storytelling, and as TV news is like, there's just no separating it now."
She adds that a lot of people don't read a lot online, and so this makes podcasting an essential part of journalism.
Kathleen says that there is no one thing that makes a journalistic podcast stand out.
But the intimacy that a podcast allows for between host and listener is a key aspect of a good podcast.
"What podcasting and what audio does is it just goes straight into your brain because it's so intimate. So it's a chance to hear the people, it's a chance to hear them interact with the journalists a lot of times, which is really nice."
Kathleen says that it's essential to pay attention to your audience and think their information needs.
"Most people are listening to podcasts while they are doing something else. If you make me stop and ask who's that character? or What did he do again, or Who's this person, then you've lost me. And if that happens too many times, I'm going to turn off the podcast.
"So, as complicated as podcast stories can be, and nuanced and smart, they also have to be quite straightforward and simple. We're not reading, so we can't go back. We're not having the extra advantage of a visual reminder like you do in television," Kathleen explains. "I'm not going to make notes while I'm listening to a podcast. So I need the story itself to unfold in a very practical and a very simple way."
She adds that this doesn't mean that a podcast has to be dumbed-down. Instead, podcasters have to really think about the listener and how prepared they are to be joining you on the story.
"This is a big part of the quality for me, that's when I know that it's produced well . . . when I never have that problem (of losing the thread of the story), and the podcaster is always helping me if I do need to go back in my mind to a character that was introduced a few episodes ago," she adds.
Kathleen recommends that if you want to be a podcaster or podcast producer, the best thing you can do is listen to as many podcasts as possible.
"You should listen to a lot. I think there's a lot of people who don't listen to podcasts and then say they want to make a podcast," she notes. "And then when you're listening, spend some time thinking to yourself, why did that work for me? Why didn't it work for me? What are the pleat places that I can find inspiration? What do I want to stay away from? Is that kind of thing?"
You can find Kathleen on LinkedIn and Twitter.