The rising popularity of podcasts offers a new channel for public relations (PR) specialists according to a recent report. With over 4.2 million podcasts on various subjects, they have become a significant resource for PR initiatives.
Podcasts provide a fresh, interactive way of communication, surpassing traditional PR methods such as press releases and conferences. The easy accessibility and simplicity of podcasts make them a valuable tool for boosting brand awareness, fostering audience relationships, and steering specific narratives.
The extensive variety of podcasts, however, creates a challenge for PR professionals who need to find the right platforms in line with their PR objectives. A PR strategy must also understand individual podcast features and audiences to target outreach efforts better. As the podcast landscape grows, opportunities for PR professionals will also increase, calling for adaptability and strategic discernment.
According to Andrew Petro, a director for a B2B tech team, podcasts offer potential advantages as a PR tool.
Enhancing PR strategies with podcasts
As a less crowded platform compared to conventional media, podcasts can stimulate engaging discussions and effectively convey complex tech concepts, allowing for a deeper audience connection. The affordability and accessibility of podcasts also make it easy for listeners to tune in at their convenience, thus boosting engagement rates.
Petro concedes that gauging a podcast’s effectiveness can be challenging across platforms like Spotify and Apple, which doesn’t consistently share their audience metrics. As a workaround, Petro proposes examining the social media followings and public appearances of podcast hosts. While download numbers and listener ratings provide some insights, the active engagement of listeners on hosts’ social media platforms may provide a more thorough perspective about a podcast’s influence.
To secure a podcast appearance, Petro says that extensive research is crucial. Meeting listeners’ interests, providing value, and having a unique narrative are also vital.
In conclusion, PR professionals need to stay updated on the podcast scene, carrying out thorough research, and strategically planning to utilize this diverse platform effectively. Creating contacts with influencers and podcasters, much like they do with journalists and other media professionals, and continuously measuring and adjusting their approach based on feedback is essential to successfully implement podcasts in their PR strategy.
