I was a little disappointed in David Meerman Scott’s sixth chapter, Audio Content Delivery through Podcasting. I have only vaguely heard of podcasting before and would have appreciated a longer definition of it as well as how to create a podcast. He still has not once even explained to me what an RSS feed is. Maybe he feels his audience should already know this, but as a student using his book for a learning textbook, I frequently find myself overwhelmed when he uses such jargon.
I understood most of what he said about musicians and how podcasts are becoming radio stations for a more specified audience. Audiences no longer have to listen to shows geared toward general audiences and can find shows based on their particular interests.
 I think this is something important we need to keep in mind as PR Practitioners because it seems to be happening in all kinds of media, not just radio and music. We can no longer market our organization or product to the general public, we need to recognize the specific audiences that will identify with it and find specific ways to target them.
It is great that musicians can easily find exposure through podcasting. I also like the idea of podcasting opinions on personal websites. I was exposed to my first podcast on fast-forward.com during class the other day and I thought it was such a great idea. It is encouraging to know that there are so many outlets you can use in a PR campaign.
Tags: David Meerman Scott, podcasting, specifying audience, The New Rules of Marketing and PR, Writing for Public Relations