Different Approaches to Corporate Podcasts

What some corporate podcasters are trying.
Heather Green

So, I have been chatting with a few corporate podcasters recently--I mean companies like Purina, Whirlpool and Simon & Schuster, not Clear Channel or ABC. They all have different approaches that I think can be interesting for corporations thinking of doing podcasts as a way of connecting with people or creating a community.

Whirlpool's effort is an incredible feat by one woman,Audrey Reed-Granger, who records these podcasts twice a week (after work and on the weekends). These podcasts are about family writ large. Like radio broadcasts in the 40s and 50s, they're sponsored by a company. But this one isn't about pitching the company's products--which is a turnaround from the product placement we see today. There are some really compelling episodes dealing with newlywed parents to be and stay at home dads.

Simon & Schuster, along with other book publishers, knows that downloading of books will be increasingly important them. And while they don't know what will happen with podcasting, they want to be involved. So in September, they kicked off a company-wide podcasting effort, called the The SimonSays podcast

These are weekly, half-hour shows featuring author interviews and other snippets. For instance, one podcast around the new biography of Neil Armstrong combined sounds clips from the 1969 moon walk with excerpts from the book.

Chris Lynch, executive vice president and publisher of Simon & Schuster Audio says he doesn’t know how podcasting will evolve, but “what we do know is we have a lot of audio content.” Over time, podcasts could evolve into the mechanism Simon & Schuster uses to sell short stories or even books. The only issue I have with their podcasts is that you have to subscribe to the RSS feed to see a list of the back ones, since there isn't an online archive.

With its podcasts, Purina is taking a more no nonsense approach. The company already sponsors a radio talk show with vets, so it simply repurposes that show (taking out the on-air ads). It's a toe in the water strategy. and as it turns out, pet owners are pretty tech savvy, so it's a test that is done based on knowledge.

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