Tips For Using Podcasts As A PR Tool
In recent years, podcasts have blown up in popularity. With approximately 144 million people in the United States alone tuning in to over 2 million podcasts across various platforms, podcasts have emerged as a powerful PR tool. Podcasts have become a growing way for companies to connect with new audiences on a more personal level.
This new PR tool can empower your business to diversify its thought leadership strategy and express its personality in a way that traditional marketing tools cannot. According to the 2021 Podcast Trends Report, podcast listeners tend to be highly engaged and are often converted into customers or clients after hearing about companies on the podcasts they listen to. If you aren’t yet utilizing podcasts in PR, you should start now.
Here are the top 5 tips for using podcasts as a PR tool:
1. Do Your Research
First and foremost, it’s critical to do your research before deciding which podcast to target. Your team should study not only the show itself but its audience and subject matter as well.
Does this podcast create conversations that align with your company’s expertise? Is the audience one that you typically target or would like to target? These are the important questions to ask yourself before making the decision of which podcast to work with.
2. Focus On The Customer
Rather than keeping the conversation centered around your product or services, shift the focus to topics that create a thoughtful discussion. For example, you could discuss industry problems your company has solved or recent industry trends.
If you spend the hour (or however long) simply talking about your company, it’s going to be difficult to hold the attention of the listeners. Don’t just talk, create a discussion.
3. Use Emotion To Your Advantage
Emotion is what makes people feel connected. During a time when a global pandemic has left so many people feeling disconnected from one another, it’s more important than ever to use emotion to your advantage.
When choosing the stories you want to share on the podcast, make sure they are relatable and tied to emotion. This will make the listeners feel more connected to your company, which in turn will create a longer-lasting impression.
4. Media Train Your Company Representatives
Before giving an interview on a podcast, your chosen company representative should be media trained. Media training is an important tool that enables people to interact more effectively with the media.
Taking a workshop or training course prior to the interview will help to ensure that your company representative understands how to give a confident and thought-provoking interview while keeping their words aligned with the company's mindset.
5. Provide Value For The Listeners
The majority of the people who listen to podcasts are listening because they hope to gain something from them. Before you speak on a podcast, think about all the ways you can provide value to the people tuning in.
In other words, give the people what they want and make it interesting. Learning more about the podcast and its audience beforehand can help you figure out how to create value for this specific audience, so make sure to do your research.
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