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A New Episode of Podcasting: The Strategic Implementation of Corporate Podcasts in External Communications as an Innovative On Demand Medium

[collection article]


This document is a part of the following document:
Communicating with, through, and as the Recipient: Changing the Rules in Strategic Communication and Journalism

Doberts, Sabrina
Müller, Carolina
Rostek, Lea
Scheper, Ann-Kathrin
Widulle, Pia
Zettl, Neele Penelope

Abstract

Podcasts are enjoying a growing number of listeners and increasingly represent an additional channel through which companies can address target groups. Due to its on demand, time-shifting, and mobile characteristics, the medium is predestined for today‘s demanding media users. Despite their growing ... view more

Podcasts are enjoying a growing number of listeners and increasingly represent an additional channel through which companies can address target groups. Due to its on demand, time-shifting, and mobile characteristics, the medium is predestined for today‘s demanding media users. Despite their growing importance, corporate podcasts as well as their implementation remain an empirically understudied phenomenon. In order to close this research gap, 13 interviews with German podcast managers were conducted. Overall, the results reveal that the medium’s implementation along the lines of strategic communication management still needs to be developed further. Due to the novelty of the usage for organizational purposes, experience is still being gathered. Nevertheless, planning and implementation phases are already well thought through and established. Deficits, however, do exist in the analysis of the situation and in result control. Based on the weaknesses revealed, the study provides hypotheses for further quantitative testing as well as implications for practice, which should be considered to help unfold the potential of the innovative audio format, making podcasts become a tool to strengthen stakeholder relationships more widely.... view less

Keywords
enterprise; communication; management; online media; marketing

Classification
Interactive, electronic Media
Marketing

Free Keywords
Corporate Podcasts; Podcasts; Communication Management; Strategic Communication; Corporate Communication

Collection Title
Communicating with, through, and as the Recipient: Changing the Rules in Strategic Communication and Journalism

Editor
Godulla, Alexander; Doberts, Sabrina; Müller, Carolina; Ötting, Hannah

Document language
English

Publication Year
2021

City
Leipzig

Page/Pages
p. 69-101

Status
Primary Publication; reviewed

Licence
Creative Commons - Attribution 4.0


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Home  |  Legal notices  |  Operational concept  |  Privacy policy
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.