I listen to a ton of podcasts. Mostly thanks to an app I have called Stitcher. But I’m going to save the subject of Stitcher for an original post in the future. Merely picking one podcast out of my many and talking about the merits of podcasting wasn’t going to cut it for this entry. Also just grabbing a podcast about social media didn’t seem imaginative enough. So I picked a podcast that has a communication tool that I think is unique, new and could possibly be utilized in other ways for the benefit of PR practitioners.
The podcast in question is a local one, but it is reach is anything but. It’s The Dan Lebatard Show. The show itself if a local radio station, however they have been posting every day all of the show w/out the advertisements that plague sports talk shows. To call the show a sports show would be inadequate at best however. It is more of a commentary show that often focuses on sports. The host will gleefully push topics away from sports and into the realm of how sports’ current events reflect the human condition.
The format of the show is enough to make it stand out, but it is a piece of technology that Dan refers to as “the text machine” that makes the show stands out for public relations discussion. All texts and tweets the show receives are scrolled over Dan and his cohost’s screens in real time. Immediately Dan can judge the reaction of his audience to segments, answer questions and ask for advice. When the show engages the audience they have the means to do it not only effectively but genuinely. It’s through this show I have become confidant that any company that can afford it should have some means to recreate this. I’m not saying all employees need a running ticker on their screen of public opinion. But it couldn’t hurt for at least some employees to have access to this tool.
Implementing something like this has been tried before with varying success. One common theme of it being successful is assuring your customers their voice is being heard. No one likes to feel that they are not being heard, especially when given a platform in which they thought they could be. This means a dedicated effort, not to respond to everything but to take regular time devoted to keeping the conversation two-way. This means being candid. This may not be a job most C.E.O.s can fill, but maybe this isn’t a position for the top. However if it is someone lower on the totem pole they need to have access to information and answers from the proper vehicles in the company. What makes the text machine work is that Dan responds to the texters. Not just once in a while, but often and candidly. Dan has some very strong positions that are in contradiction with the majority of his listeners and their traditionalist sports ideology. But they don’t need someone to agree with they need someone to communicate with. If companies kept a constant dialogue rather than one only in response to crisis I think you would see an increase in brand loyalty and forgiveness for foibles.
Keep in mind this does not mean everything must be responded to. Anonymity brings out the worst in many people and frankly you need thick skin and an objective look at life to be someone responsible for wading through the sea of questions and comments especially if you are initially successful. Just as well Dan can choose to just ignore the machine, preventing this technology from taking over the program. It takes some experience that ultimately can only be gained through practice and research in to your audience.
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