Podcasting is the latest buzzword sweeping through Internet Land. A podcast is a radio style audio broadcast that can be saved and listened to on any computer or MP3 player. It seems as if almost everybody is doing it; from Ricky Gervais to budding musicians. Everybody except lawyers who, thus far, have not realised the potential of this new communication tool.
Podcasts are ideal for keeping clients informed of the latest developments in the law. Many law firms already spend a considerable amount of resources producing newsletters, client bulletins and seminars. With a little thought and not much extra effort, these can easily be turned into podcasts.
Any audio software can be used to listen to a podcast. eg Windows Media Player or Real Player (available for free download at www.realplayer.co.uk). A podcast can also be transferred to an MP3 player so that it can be listened to at the owner’s convenience. The “pod” in podcast refers to iPod (made by Apple), but any, often much cheaper, MP3 player can be used.
Podcasting though is not just about allowing people to listen to audio content. The beauty of it is that it allows a firm to capture and keep listeners through its RSS feed. RSS is a syndication format which allows subscribers to automatically receive the latest episode of the podcast that they have subscribed to. The subscription and auto downloading of a podcast can be done via specialist podcast listening software such as iTunes and Juice. A regular well publicised podcast will attract a band of regular listeners.
So why are lawyers not making more use of this exciting technology? Lack of awareness is the main reason. When I tell my clients and delegates on my training courses that I produce a regular (freedom of information) podcast, they think I am a wannabe musician or a pirate radio star!
It is relatively straightforward and cheap to produce a podcast. There are four basic steps to follow:
1. Record your audio file
The first thing you need to do is to record your content as a sound file. Windows XP has built in Sound Recorder software. You’ll find it in the Accessories folder (click Start > All Programs > Accessories > Entertainment). You can also use the Audacity software to do this (see later).
Many computers these days come equipped with a built in microphone. All you do is speak into it when prompted by the recording software. However, the sound quality can be poor. The alternative is to buy a digital dictaphone. This is the same as a normal dictaphone but it records the sound as a digital file which can be uploaded onto your computer using a USB connection.
Once you have recorded your interview or bulletin using the dictaphone, you need to upload the file to your computer. Whatever software you use to record the content, it will give you an option to save it in MP3 format. This is the most compatible audio format which allows the largest number listeners access.
If you want to produce a really slick and professional recording, numerous professional companies will do it for you. You can even get actors to read out the script. It all depends on the intended message and your target audience. I think it is more fun to do it on your own.
2. Edit your recording
If you are capable of producing a perfect audio recording from the moment you click “record” to the moment you click “stop”, then you can go straight to step three. Chances are you will have to edit and clean up what you have recorded. For this kind of basic editing, I recommend a program called Audacity. It is very easy to use, allows you to get rid of “ums” and “ahs” and, best of all, is completely free.
3. Upload your recording to your website
You can upload your recording straight onto your website where people can listen to it directly. This takes a lot of webspace and may not give listeners a quick listen. Further, every time someone wants to listen to your podcast, they have to download it, and you will incur the bandwidth cost for each one of your listeners.
The better option is to host your podcast onto a specialist podcast server. Odeo is completely free. I use Jellycast which charges a nominal fee. Ricky Gervais uses the same service so I am in good company! You upload the file directly onto Jellycast servers and then have all your subscribers listen to your podcast from there. There is no cost to you for hosting and it also makes the whole process much faster. Jellycast also gives you historical statistics about how many times your podcast has been downloaded or listened to.
To allow people to subscribe to your podcast you need to create a feed, for example with Feedburner. This feed is captured by those who choose to subscribe to it via podcast software. If you use a hosting company it will do this for you.
4. Spread the word
Once your podcast has been created, existing marketing channels such as email can be used to tell clients about it. You can also place a link to it on the firm’s website. This will increase traffic to the site.
Listing your podcast on the iTunes Podcast Directory, or any other such directory, will allow potential listeners to find it. Whilst normally directories are more popular with those searching for music or comedy, you never know how many people are out there searching for episode four of the latest developments in international trademark law!
Those are the basic steps to producing a podcast. It is not as difficult or resource intensive as it first seems. Podcasts have a tremendous potential for marketing, increasing brand awareness and visits to a firm’s website. Many lawyers I know have fantastic content at their disposal and a voice which really suits audio. Hopefully this article, from a relative beginner, will encourage more to take the podcasting plunge.
Ibrahim Hasan is a qualified solicitor and trainer on all aspects of information law. He is a director of Act Now Training and a consultant with IBA Solicitors. He produces the UK’s only freedom of information podcast (www.informationlaw.org.uk).
Email ih@informationlaw.org.uk.
