Podcasting can be a fun, easy and inexpensive way to communicate with your clients and prospects.

“Podcasting is the new radio,” says Jim Priebe, president of Your Own Podcast in Stouffville, Ont. Including a podcast in your communication program allows you to expand your prospecting activities and stay in contact with clients.

What is podcasting? Priebe defines a podcast as recorded digital audio that can be distributed through an audio CD, a link in an email or a download from a website.

Like a radio program, the content of a podcast can take many forms. For example, you can present a monologue, an interview — in which you speak with industry experts — or a debate.

“If you have two hosts with opposing views, that always adds conflict, which helps generate audience interest.”says Dean Owen, manager of BRASSmedia Canada in Red Deer, Alta.,

Another important decision is scheduling — and consistency. If you release a new podcast every Wednesday at 10 a.m., you have to be prepared to have it ready, Owen says, even if it means a late night on Tuesday.

> What Do You Need?

If you have a computer that is not more than a few years old and has standard software, you probably already own most of the required technology.

You will need to buy a microphone. You can purchase a good-quality one for less than $100 at a broadcasting equipment or music store, Priebe says. Make sure it has a USB plug so it can connect with your computer.

If you plan to do interviews as part of the podcast, either have extra mics for your guests or choose one that is omnidirectional, says Russell Vance, digital director with Toronto-based Wickware Communications Inc., so it can be shared by two or more people.

You also will need editing software, Vance says, so you can control the sound quality, volume levels and background noise. This software also enables you to delete any mistakes. Many microphones are packaged with such software. Or you can choose one of the free editing programs available online, such as Audacity (http://audacity.sourceforge.net/).

Most of these software applications are easy to use. Priebe, however, recommends hiring a technology expert to edit your podcast if you are unsure.@page_break@If you travel a lot, you should also have a digital audio recorder, with which you can record your podcast while on the road. You can record your podcast in an airport or on the beach, says Owen: “That way you don’t have to lug around all your recording gear.”

> Recording Your Podcast.

Your first step is to prepare a written script, then practise it. Audio does not have benefit of the visual aids that video or print have, so you have to make sure your points are clear. “Make sure every sentence is adding something,” Priebe says, “and you’re not just repeating yourself.”

Keep your podcast short; Priebe recommends a duration of five to seven minutes. As you record your podcast, speak more slowly than you normally do and pause frequently. If you make a mistake, wait three seconds before continuing. You can edit out the mistake later.

The audio doesn’t have to be perfect, Priebe says. Even professional broadcasters naturally make a few stumbles when talking. And don’t be afraid to do several “takes.” It’s all a part of the process. “Very few people are one-take wonders,” Priebe says. “Enjoy the process of recording and editing, and don’t rush through it.”

> Distributing Your Podcast.

Your next step is to distribute your podcast.

First, save the podcast as an MP3 file on your computer if you plan to distribute it online. Next, says Vance, you can add “metatags” that will make each podcast easier to catalogue, both by you and your listeners. With metatags, you can add information such as author, genre and the length of the podcast.

Next is the matter of distribution. You can send your podcast out on CDs — in which case, it’s a simple matter of burning them. You can add a link to an email to send to clients. Or you can distribute your podcast online — in which case, you can play the audio on your website, have the podcast available for downloading on a hosting site or set up an RSS (really simple syndication) feed so that people can subscribe to it.

One site that allows you to create an RSS feed is Google-owned FeedBurner (www.feedburner.com). Creating a feed automatically updates subscribers with new podcasts. You can also distribute your podcast through a “hub” such as iTunes. IE