I’ve recently been deeply engrossed in writing catchy headlines along with SEO-driven, strategic social media posts and it suddenly dawned on me; I haven’t written in complete sentences for quite some time. It’s kind of like a new mom or dad who suddenly finds their vocabulary reduced to a few baby phrases, mixed in with apple sauce or strained peas to underscore their baby messaging.
The reason for my dedication and devotion to creating effective advertising is because I’m once again spreading the word about an upcoming podcast workshop I’ll be hosting in Vancouver, November 4th. My mindset changes when I write these social media posts and I focus more on what will possibly inspire someone to sign up for my workshop as opposed to writing a piece in long form, which is what I am clearly doing now.
When I started my agency, Christina Cherneskey Communications, I quickly learned that providing clients with effective PR and other communications strategies was critical, but there needed to be more. At the same time, it wasn’t lost on me that there was an emerging phenomenon called podcasting and I definitely needed to seize upon this as niche element of my company. After all, 30-years in the Canadian broadcast news industry should make me somewhat qualified to show others how to build a good podcast. Or so I thought. Over these last few years, I have certainly learned the intricate steps of manoeuvring through a very tricky, landmine-ridden, complicated terrain called social media. Suddenly, all the broadcasting techniques I had learned or was taught seemed to be secondary – getting the word out about these accomplishments became primary – and I mean PRIMARY. It’s why my company focusses a great deal on podcasting as part of an overall communications plan for businesses to share their messaging.
News about the successes of podcasting in Canada continues to be exciting and that’s why I intend to continue moving forward towards my professional goals. Podcasting and teaching courses on how to start podcasting in Canada remain at the top of my list. Recent findings are trickling into the Canadian media (mainstream and otherwise) right now about podcasting. And some of the results are slowly being revealed about who is listening to these audio productions. According to the initial findings of the 2019 Canadian Podcast Listener (CPL) study (the results are based on a market representative online sample survey of more than 4,500 Canadian adults from Maru Voice Canada), podcasts are opening the door for advertisers to reach an on-demand audience – those are people who have premium-tier video and music-streaming subscriptions as well as those who listen to audio books. These finding along with others will be presented at the RAIN Summit in Toronto in October, 2019.
The authors of this study – Audience Insights Inc. and Ulster Media, with support from The Podcast Exchange (TPX) – say podcasts can help advertisers unlock an attractive audience. One which prefers digital on-demand media as opposed to traditional media sources. But to me, it also shows the importance for business in Canada – especially small businesses – to get some knowledge as to how to create and maintain an effective podcast, because someone will listen. Then someone will learn more about your services or product. And finally, someone will understand you indeed are the expert.
I’m quite grateful there are those dedicated professionals in Canada who are distilling all this information for us. It helps me get placement and understanding of an industry that is similar to broadcasting, but even better. Podcasting is the emerging platform for niche programming and unique shows, and as Canadians, we should know and understand how people are listening and what impact podcasting in this country has.
One of my first radio journalism instructors would constantly tell my class that radio is the theatre of the mind. I didn’t need any convincing. I had been listening to the radio since I was a little girl and was always fascinated. I knew I would somehow work in the industry since I started high school. And I indeed managed to survive through a complex, often unfair business for most of my professional career. But, remembering that phrase often gets me through time when creativity is short and deadlines are looming.
I am hosting a starter workshop in Vancouver November 4th. It’s for people who have absolutely no idea how to start a podcast, but it also attracts other podcasters as well; entrepreneurs who want to better target their audiences and learn some pretty neat techniques (if I do say so myself) about how to create a good and effective podcast. I’ve been delivering this workshop in various Canadian centres throughout the summer and have been receiving great feedback. We’ll walk through quite a few elements over the course of three-hours. Areas such as understanding the industry, what equipment is needed, who your audience is, interviewing, editing and how to share your final product.