China Radio International's Su Xiaowei interviewed me last week for about half an hour on Olympic related marketing and PR. Among other things, I spoke about why the Games are important, what companies can do to communicate around the Olympics successfully, how Olympic marketing can go wrong, and why some smart companies will give the whole thing a miss.

It has already been broadcast, but you can listen to the whole interview online on CRI's website. It's WMA streaming so it plays best in Windows Media Player (including the Mac version) but it may also work in VLC.

I'm speaking in my official company representative role in this interview, and it is CRI, so we steer clear of some of the more --ahem-- controversial aspects. Still, if you're interested in Olympic-related marketing and communication, go give it a listen.