Podcasting is one of the most exciting new mediums of communication to arise for some time.  (As some of you know, I'm launching a podcast later this month called Talking Communications with Farrell Kramer.  I'll provide more details as we get closer.)

The strength of podcasting is the ability to create audio files that can be disseminated by link via RSS feed or e-mail, downloaded, or played directly on the pages of a Web site or blog. 

For communicators, the possibilities are tremendous.  Companies with good ideas to talk about can produce their own broadcast-quality shows and send them to exactly the right audience.  This is radio on steroids.  No worrying about the chance that most of your audience will miss your show.  They can play it whenever they wish.

Of course, there are other ways to leverage this technology.  This morning I came across one fascinating approach while reading The Blog Run, which covers PR blogs -- including this one.  It cited a post in Media Relations Blog.  Here's the key section: 

I represent a company that is currently looking for angel/VC funding. Therefore, my strategy was to increase awareness of my client and generate investment interest by pitching venture capital/angel bloggers.

Blog posts get syndicated via RSS feeds which means that the client's brand is disseminated throughout the web and becomes increasingly visible.

So, how do you attract a blogger's attention and encourage them to write about your client?

I tried out a new tactic - podcasting. I recorded my client's elevator pitch and created an audio file (podcast). I then included the link to the podcast in my pitch.

So, here we have a podcast attached to an e-mail pitch.  Instead of just writing about the idea, you can have the source actually discuss it himself or herself.  Brilliant!

Imagine taking this a step further.  Any time you want to pitch an idea, you can have your source literally do some talking -- particularly if he or she is really good with the spoken word.  The possibilities are tremendous, and the good news is this is pretty easy to do technically.  You can even record the podcast over the phone.  There are a number of technologies for accomplishing this.

Creativity is the name of the game in communications today.  We have all these wonderful new tools at our disposal.  It's up to us to find effective new ways to use them!