Before an archer can win the competition, he needs to know where his target is. On the shooting range, his bulleye is the target. This is the same as communicators. Their target may not be the bulleye but new knowledge. Their tools may not be the bow and arrow, but a well crafted message. Like the archer they are still shooting for something, they are shooting for a target.
Likewise  to create a good podcast, you need to have a target to shoot for and be clear about what you are …

Welcome to the new world of Podcasting, where people can record their voices and speak their mind. So what is Podcasting and how can you use it to increase your website effectiveness? First of all, a podcast is simply a recording of a speech made beforehand, a user would create a podcast and convert it to an audio format such as mp3.