Video may have killed the radio star, but it has reincarnated as a podcast host. Podcasts are essentially radio that appeals to listeners’ niche interests and enthusiasms and is free from the constraints of a network programming clock. This type of oral storytelling has quickly gained popularity: The percentage of Americans who have listened to a podcast in the past month has more than doubled since 2008, from 9 percent to 21 percent.
The podcast’s rise in popularity is mainly attributed to advances in technology: The rapid growth of smartphone use and the trend toward connected cars with the ability to play smartphone audio make listening incredibly easy. In addition, podcasts are easy to consume while taking the subway, running on the treadmill, cooking, or doing a myriad of other activities that benefit from background entertainment.
Many think podcasting will continue to grow, which presents an enormous opportunity for brands to reach their target audiences through a new platform. Following below are several ways that PR professionals can leverage podcasting to raise awareness for their clients.
Pitch an Interview to Existing Podcasts
Most podcast hosts need experts to interview for their show just like traditional journalists do. But given that every podcast has a unique format and focuses on its own niche subject, be sure to do your homework before pitching – listen to a few episodes and check out their website to ensure the podcast aligns with your client’s area of expertise. Also, make sure the podcasts regularly features guests, because not all podcasts do.
Before pitching, it’s also important to consider whether your spokesperson performs well on radio. Participating in an interview for a podcast or radio show is much different than doing an interview for a written story. Your spokesperson must be able to articulate messages succinctly and speak with a clear, dynamic voice. If your spokesperson has never done a radio or podcast interview before, you may want to provide media training.
Pitch a Story Idea to Existing Podcasts
In addition to pitching spokespeople as subject matter experts, you can also pitch a story idea that a podcast host may be interested in covering. This Week in Tech and Daily Tech News Show both cover trending tech news, so if your tech client has news to share these podcasts may be interested in covering it. When pitching the story, be sure to offer accompanying sound effects that will bring the story to life. For example, Serial includes the automated recording announcing a call from inmate Adnan Syed in most episodes.
Become a Podcaster
If your client is enthusiastic about podcasting, you may want to suggest helping them produce their own show. Podcasts are relatively simple and cheap to produce, and if you garner a loyal audience it could be a very effective way to build awareness about your client and bring personality to their brand. But before jumping into the world of podcasting, make sure your client can commit to dedicating a few hours weekly, bi-weekly or however often you decide to air an episode. Also, be sure to choose a subject that your client is passionate about so they don’t run out of interesting commentary after the first few episodes.
Whether podcasts are here to stay or simply a passing trend is yet to be determined, but in the meantime hopefully these tips help you take advantage of this popular platform.