Podcasting is an often misunderstood technology in today’s marketing and communications landscape. This communication vehicle has suffered from hype, confusion and unrealistic expectations. But many companies understand that it can be a valuable tool in the marketing and communications toolbox and are using podcasting to strengthen their brand and reach new audiences.

What exactly is a podcast?
Simply put, a podcast is a digital media file that can be automatically distributed to subscribers over the Internet. The media file is typically audio only, but video podcasting is an option. Podcasting is executed as an ongoing series of episodes because the goal is to drive people to subscribe so that each episode is automatically delivered to the subscriber’s computer and potentially their mobile device. While a digital media file posted on a Web site for download can certainly be a useful tool, it is technically not a podcast unless someone can subscribe and have episodes automatically delivered over the Internet.

What can podcasting do for you?
Podcasting is an alternative medium to communicate your message. One of the unique elements of podcasting is the syndication aspect, interested people subscribe and receive your communication automatically. Another differentiator is that the medium lends itself to more in-depth and longer form communications, though we recommend staying under eight minutes. Some companies use podcasts to capture panel discussions, customer case studies, or to explain complex news announcements. Many companies produce a podcast in conjunction with every press release or white paper.

Podcasting can be surprisingly simple and inexpensive. If you have questions or would like more information on how to use the technology to complement your marketing and communications efforts, contact us at any time.

Podcasting Do's and Dont's

• Do consider hiring voice talent. A podcast is similar to radio; a pleasant voice and engaging delivery are important.
• Do make the content interesting. The idea is to encourage people to subscribe. Listeners will click away if they get bored.
• Do align podcast content with existing content. No need to reinvent the wheel.
• Don’t make your podcasts too lengthy. Nereus recommends staying under eight minutes unless the content is extremely compelling
• Don’t publish one or two podcasts and then stop. It should be a regular, ongoing series of episodes (think blogging).
• Don’t forget that it’s all about the listener. Adding interactive features like comments or the ability to send a question will keep your listeners engaged and interested.

International business is a fundamental part of life for Nereus and our clients. Cultivating and maintaining relationships is key to successful communication with international partners and media.

Nereus team members recently managed media relations efforts for the Serial ATA International Organization and the USB Implementers Forum at the Intel Developer Forum, April 2-3, in Shanghai, China. Media representatives traveled to Shanghai from around the globe to get an inside scoop on how Intel and its partners are advancing technology.

Nereus team members leveraged their knowledge of technology trends by geography and media relations practices, respective to country or region, to connect with hundreds of international media. Through strategic outreach and existing relationships, Nereus supported more than 25 client briefings within two days. We met with reporters from:

Nikkei Electronics, Japan Tech World, United Kingdom Shanghai Daily, China Dalian Evening News, China PC Open, Italy Computer Review, Ukraine PCWorld, Czech Republic

Twice, China Computerbase, Germany El Mercurio, Chile Alt om Data, Netherlands PC Market, Hong Kong PC Magazine, Germany ZDNet, Belgium

Nereus is experienced in driving international media relations activities in Europe and the Asia Pacific regions. If you are seeking media relations support at an international level, let Nereus help connect you with your audiences. Contact us today to learn more about Nereus’ international media relations capabilities.

As the largest city in the People’s Republic of China, Shanghai stands as a major technology hub, and one of the country’s most important cultural, commercial, financial and industrial centers. While conducting business in Shanghai, keep these tips in mind:

• The language barrier poses a challenge for foreign visitors traveling to Shanghai, as most locals have minimal English proficiency. Be sure to ask hotel staff for phrasebooks to communicate with locals and to write down addresses for taxi drivers.
• Business meetings always start promptly. Arriving late to a meeting is considered impolite. Always arrive on time, and be prepared to exchange business cards. When receiving one, use both hands and read it immediately.
• Business and government hours are 8:30 a.m. to 5:30 p.m., Monday through Friday, although some offices still hold to a six-day workweek. It is also important to note that most Chinese enterprises take a break between noon and 2:00 p.m.
• Business entertaining is typically conducted over lunch; however, a high-profile business deal may be celebrated by a large evening meal in a private room of a restaurant. In addition, although ‘happy hour’ after work hours is common in Western culture, in Shanghai, business colleagues tend to meet for coffee.
• It is suggested to provide small gifts to your Chinese customers during meetings or meals. Expensive and lavish gifts are not necessary. Items that are representative of your company, organization or home region are appreciated.

These days, home networking is a hot topic. How can we simplify our home networking needs? Many organizations are trying to answer this and other home networking questions.

Nereus has extensive knowledge of the home networking realm and has worked with several home networking clients over the years. During this time we’ve found that successful promotion of home networking solutions includes a great demo. Once you’ve created a stellar demo, you can use a variety of tactics to reach your key audiences.

Travelling demos and road shows are particularly effective. Nereus recently managed a four-city international press tour for one home networking client, taking our client's demos to top-tier tech editors in San Francisco, New York, London, and Munich. Not only did Nereus proactively outreach to domestic and international press, we also planned the tour logistics. We provided editors with a chance to experience the demo firsthand before asking specific questions. This proved to be a huge success, leading to great coverage that resulted from 37 press/analyst briefings during the trip.

Tradeshows are another good option for showcasing home networking solutions. CES 2008 had a large focus on home networking, and Nereus provided support for three different clients in this industry space. One client sought to promote its new capabilities and standards within the industry and pique the interest of press and analysts by showing a new demo. To meet this objective, Nereus planned and executed a successful press reception. Driven by the media relations efforts of the Nereus team, 77 press and analysts RSVPed for the reception prior to the show. Roughly 150 people, including 40 press and analysts invited by Nereus, attended the reception and filled the room to capacity.

For more information on Nereus’ PR capabilities in the home networking area, visit our portfolio.

Nereus team members have a passion for working with sustainable and clean technology business models. We help our clients practice the principles of the Triple Play by advising them how to conduct business responsibly from a social, environmental and fiscal point of view.

Our expertise in this sector comes from Nereus team members’ broad and deep experience with a variety of clean technology businesses and industry organizations, including:

• Solar energy
• Wind power
• Biofuels and biomaterials
• Green building methods
• Smart grid technologies
• Clean transportation

Here are some reasons to consider greening up your own business practices:

• Being perceived as green is good for business and corporate image, according to two-thirds of the 600 business decision makers involved with evaluation and purchase of IT who were surveyed recently by research firm Hansa/GCR.
• Cost-related factors dominate the purchase consideration for greener IT products and services, regardless of business size, according to the results of the Hansa/GCR survey. Cost savings from reduced energy usage and cost savings from the use of fewer resources top the list of significant drivers.
• Data centers will consume 60 billion kilowatt hours of energy this year, which represents 1.5 percent of total US electricity usage.
• The annual carbon footprint of one server is equivalent to that of an SUV driven 10,000 miles per year.

Download more information about the Nereus clean technology practice here.

The seventh annual Eurocom Worldwide Conference was held recently in Riga, Latvia.

Ray Berardinelli, Nereus VP of Client Services,  participated in the meeting along with representatives from more than two dozen other Eurocom Worldwide member agencies. The group shared best practices and updated each other on media and marketing trends in various regions of the world.

Quick facts and figures from the meeting in Riga:

• There were 172 million Internet users in China in 2007, making it the world’s second largest market after the U.S., according to Paul Mottram, chief operating officer of Eurocom Worldwide member agency Upstream Asia. Of these, more than 100 million have a broadband connection, and 20 million now access the Internet primarily via a wireless device.
• Eurocom Worldwide member agencies jointly cooperated on more than 200 activities and projects in 2007, the same year that Eurocom Worldwide was ranked among the Top 10 Global PR Networks by the Holmes Report.
• Fun fact: Latvian native Jacob Davis emigrated to the United States in 1854, entered into a partnership with a fabric supplier named Levi Strauss, and patented the idea of denim blue jeans in 1873, thus creating one of the world’s most recognized and popular casual fashion brands.
• Eurocom Worldwide is currently comprised of 30 member agencies with 1,400 staff in 64 countries. Through the Eurocom Worldwide network, Nereus clients have direct access to PR and marketing professionals in 64 countries where 93 percent of the world’s population lives.

Nereus VP of Client Services Ray Berardinelli met with PR and marketing colleagues from around the world during the 7th annual Eurocom Worldwide Conference held in Riga, Latvia.

Bill Warner, Ph.D., Chief Strategist, Office of the Chairman

As Chief Strategist, Bill Warner leads “big picture” thinking at Nereus. He also works with our clients to provide strategic guidance on messaging, positioning and spokesperson training.

In addition, Bill directs our crisis communications practice—he’s the one our clients call when business is no longer “business as usual.” Throughout his career, Bill has helped many corporations and organizations weather challenges while maintaining or even increasing their credibility in the process.

Bill enjoys working with a broad array of clients, from high-tech corporations to garage start-ups and non-profits. He has helped to position and developed messaging for organizations ranging from global semiconductor, test and measurement and computer companies to startups in supercomputing and clean energy, as well as for global non-profits. He truly enjoys helping a company progress from the idea stage to public offering and beyond.

With more than 30 years in marketing and communications, Bill has played a role in bringing to market many of the technologies, communications and computing platforms and products that we take for granted today. Examples include local area networking, optical networks, wireless, multimedia creation and distribution, and Internet technologies. He has gained unique insights and judgment about how best to support clients and tell their stories.

Contact Bill to learn more about his experience in communications and marketing.