Eric Schwartzman presents an excerpt from his New Media PR Boot Camp at the Strategic Media Relations Conference & Workshop in Singapore. Schwartzman shares podcasting case studies with government officials of Singapore, non-profit organizations, academic institutions and other influentials in the region. Schwartzman discusses the podcasts of Disneyland, Ecast, JupiterResearch, IBM, Simon & Schuster and the LA Opera, amongst others, and reveals their strategies, objectives, drawbacks and the tactics they utilize to attract listeners and establish a loyal audience base SHOW NOTES: 05:28 - Schwartzman talks about companies that utilize podcasts to fulfill their marketing and communications goals. 06:27 - Schwartzman describes IBM’s podcasting efforts. 08:46 - Schwartzman discusses featured guest interviewees on Simon & Schuster’s podcast, SimonSays. 09:57 - Schwartzman reveals why Virgin Atlantic’s podcast was subject to so much criticism. 10:41 - Schwartzman shares how Purina builds a loyal audience base for their podcast. 11:08 - Schwartzman discusses the challenges TV Guide’s podcast will have to overcome. 11:38 - Schwartzman on the Whirlpool podcast and the direction it took. 12:41 - Schwartzman reveals the secret behind the success of Disneyland’s podcast. 16:20 - Schwartzman discusses the effectiveness of the LA Opera’s podcast in fulfilling the Opera’s PR and marketing goals. 22:50 - Schwartzman talks about Ecast’s podcast and the company’s objectives and success using the podcast. 29:45 - Schwartzman shares how Trend Micro used their podcast to reach a niche audience and humanize their brand. 32:32 - Schwartzman discusses Associated Production Muisc’s Film & TV Music Podcast and the direction the podcast has taken. 38:17 - Schwartzman on the importance of having a podcast host with a likable personality. 39:22 - Schwartzman reveals how to generate community involvement with a podcast. 39:59 - Schwartzman shares the importance of psychographics as opposed to demographics for the subscribers of a podcast. 41:54 - Schwartzman on the rising importance of electronic media for print publications. 43:19 - Schwartzman discusses how to select subject matter for a podcast and the development and creative process for making a podcast. 47:20 - End.