By: Billy Van Moolenbroek (Task 9)
A podcast is a digital audio based communication format that has surged in popularity in recent times. Unlike video-based forms of media, such as YouTube and Facebook, a podcast is entirely based on audio with no visual stimulus. The recent surge in listenership was spurred by the prevalence of mobile technology and the convenience offered by podcasts’ online formats (Nwosu, Monnery, Reid, & Chapman, 2017).
Audio is a very effective method of communication, but it needs to have the right formula. The Harvard Business Review’s (HBR, 2020b) IdeaCast is a business and management advisory podcast, produced weekly featuring leading thinkers as guest speakers. The following is a breakdown of how the podcast is an effective channel of communication.
Audience
The HBR IdeaCast’s primary audience are subscribers to the HBR website, businesspeople and students. The podcast has the capacity to reach a wide-ranging audience through the HBR website and is available to listen to through most major podcast services (e.g. Apple iTunes and Spotify).
Message
The podcast is presented by Alison Beard, senior editor of the HBR. Her voice is pleasant and inviting. Her speech is well-paced and engaging. She displays good interpersonal skills with her guests. While some guests do not possess the same eloquence, the light-hearted tone of the dialogue and professionalism displayed by both parties enhances the effect of the podcast. These aspects keeps listeners captivated to ensure the key messages and information are communicated effectively without overwhelming the audience, increasing knowledge retention.
Channel
The podcast channel offers many benefits in the way of convenience:
- Podcasts are accessible through any computer or mobile device for easy streaming.
- Unlike radio, listeners are able to pause, rewind and fast forward and resume playback.
- Listeners can download podcast episodes to their preferred devices for later listening when offline.
- Podcasts are available through many online catalogues, such as Apple iTunes, Spotify, and apps (Dantas-Queiroz, Wentzel, & Quitroz, 2018).
Noise
Podcasts are freely available online, although, some providers include advertisements to generate revenue. Some audiences may find advertisements disruptive to the listening experience. The HBR IdeaCast does not contain any advertisements, allowing the listener to focus solely on the discussed topic. In addition, transcripts of each episode are available online through the HBR website, further eliminating potential noise (HBR, 2020a).
LOST IN COMMUNICATION 