The Role of the Internal ChampionCase Study: Verizon WirelessOvercome Resistance to New MediaAdvocate for Gradual ChangeEncourage Collaboration, Not SpecializationDetermine Whether to Produce Internally or ExternallyDeveloping Your TeamThe Core TeamInternal Team vs. External TeamDeveloping Your Goals and ObjectivesDefining Your Market PerceptionWho’s Listening? Determining Your AudienceCase Study: Whole Foods MarketWhat’s the Point? The Objective of Your Podcasting InitiativeMeasuring SuccessSetting Realistic Goals and MeasurementsDefine SuccessCase Study: Financial Aid PodcastDifferent Organizations, Different ROILessons Learned