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"Podcast" was declared 2005's word of the year by the New Oxford American Dictionary. That shouldn't come as a surprise, when you consider the explosion in this on-line phenomenon.

Podcasting refers to audioeverything from quick clips to full talk showsthat is stored as a digital file and offered to listeners on-line. Owning an iPod isn't a necessity; people can download a podcast to their computer or any digital audio player and listen to it whenever they choose. Podcasts have become as easy as listening to the radio, except that now the listener is in control. They are becoming so mainstream that the TiVo service in the U.S. offers a selection of podcasts you can subscribe to along with its regular TV programming.

Until recently, podcasters were usually bloggers who wanted to make the leap from text to audio. But that's changing as businesses catch on that podcasting can be a valuable addition to their communications toolbox. Nathan Rudyk of Market2World Communications Inc. sees a big advantage to podcasting in the corporate environment. "The fact that podcasts can be subscribed and listened to anytime, anywhere, gives them a reach other media don't have," he says. "You can't read the company newsletter on your morning commute, and you can't fire up your PC and connect to an on-line instructional video on the bus. Podcasting leaps over many mobility obstacles."

Companies such as Altana Pharma Inc. are starting to distribute internal communications via podcast, including material ranging from meeting minutes to memos. "Our priority was to introduce a new sales vice-president to a geographically dispersed team," says Natasha Bond, corporate communications manager at the Oakville, Ont.-based company. "He has used his podcasts to share information, insights and even personal anecdotes. Based on employee feedback to date, this has been a very effective medium to help him engage and build a bond with his staff."

Podcasts are also being used as training and teaching aids and for updating employees when they're on the road. Software giant Oracle Corp. uses podcasts to reach out to the developer community that uses the company's products. For developers or database administrators interested in new technologies, podcasting is an excellent resource because it allows them to hear directly from the people involved in a project. But podcasting also has its limitations. It relies on the user being competent in computers and having the means to play the audio files.

"Used strategically, podcasts can have a place in the corporate environment, but they are probably only going to be effective when targeted to a tech audience," says Tod Maffin, a podcaster who is a contributing producer for CBC Radio One. A few companies have also started creating podcasts aimed at pushing their brand. Pet food giant Purina produces a pet advice podcast, which although repurposed as a radio show, offers content such as interviews with vets and other experts on animal training, pet surgery, medical insurance, and behavioral issues. It reinforces the Purina brand without hard-sell advertising. But as with most new technologies, companies wishing to explore the potential of podcasting are advised to do their homework before dipping their toes in the water. Tod Maffin gives the following advice: Know your audience.

Investigate the costs. Podcasts can be cheap to produce, but hidden costs such as the price of bandwidth for distributing a popular podcast, can quickly mount.

Don't skimp on good content.

Ensure the podcast does not end up sounding like glorified advertising if it is for public consumption.

While podcasting is finally emerging from under the wing of the early adopters, there's still a lot to learn about how to get the most return from it, but as Nathan Rudyk says, "Don't be afraid to try out new ideasit's a new medium and a lot of the fun comes from the fact all the rules haven't been written yet."