Podcasts are now not some distinctive, area of interest nook of the media panorama. The primary identified podcast was launched in 2003, that means this media kind is sufficiently old to drink. There are at present 4.2 million energetic podcasts, in accordance with Podcast Business Insights, courtesy of Daniel J. Lewis. Their matters embody nearly something you may think about, although true crime, information and comedy are in style matters.
Podcasting has actually come of age, and as conventional media shrinks, it continues to develop.
However this plethora of podcasts can current an issue: how you can decide which is able to help your PR targets and be definitely worth the time and power to get in entrance of their viewers.
Andrew Petro is an account director on the B2B tech workforce at Matter Communications, the place he typically contains podcasts as a part of his media technique.
“(Podcasts are) simply extra free flowing in nature and never as aggressive as a number of the conventional media,” he mentioned.
Listed here are a few of Petro’s ideas for locating the appropriate podcast, making a profitable pitch and guaranteeing your consumer is pod prepared.
Vet the podcast
Figuring out total attain for podcasts will be difficult. Distribution is usually unfold throughout a number of platforms, like Spotify, Apple and plenty of smaller gamers. Most of those don’t share listener stats.
After all, you may ask the podcast straight what number of subscribers or common listeners they’ve, however not all will need to reveal that data. Some paid instruments supply insights, however they’re all simply greatest guesstimates.
Petro suggests:
- Take a look at social followings and different locations the host seems. Within the B2B area Petro performs in, many hosts even have massive LinkedIn followings or columns on prestigious web sites. This raised profile may give an inclination of the worth of an look on that podcast. Not solely does the next followership point out the next listenership, your consumer’s look may get a shoutout on their social media platforms, , offering an incredible value-add.
- Take a look at earlier visitor lists. Make sure that the present is attracting folks like your consumer, and even at larger tiers: in the event that they’re routinely touchdown big-name interviews from main gamers within the area, you need in. If it’s a more moderen podcast, Petro recommends a extra wait-and-see method, guaranteeing the content material is a match earlier than diving in.
- Ask different execs. Matter Communications hosts an inner Groups channel known as “Media Experts” the place workforce members swap data on promising leads, share what they learn about journalists and assist uncover new media retailers. “I’m on 5 groups proper now, concentrate on B2B and tech, however may profit from someone that’s engaged on the buyer facet of the enterprise, from their relationships and data. So, it’s a superb useful resource,” Petro mentioned.
Make the pitch
Getting booked on a podcast isn’t considerably completely different from every other media outlet. The important thing, Petro mentioned, is ensuring you do your analysis and perceive the format of the present – and let that data shine via in your pitch.
“If you wish to get on the podcast, pay attention to some episodes and get a really feel for the vibe,” Petro mentioned. “Each podcast is just a bit bit completely different within the tone and what they discuss. Do your analysis, personalize, actually personalize, and put your self within the reporter’s or the podcaster’s footwear.”
Prep the consumer
In most methods, consumer prep is, once more, pretty much like getting them prepared for every other media look. Create a briefing doc, go over key messaging, but in addition encourage them to be extra conversational and never keep wedded to specific speaking factors if there’s an opportunity to be personable.
Particularly, many podcasts like to avoid wasting a private query for the top of the episode.
“Prepping them for, what’s their favourite e-book? What’s taking place outdoors of labor? Simply ensuring they’re prepared for these,” Petro mentioned. “As a result of we listened to the podcast forward of time, we will form of guess what they’re going to ask on each episode.”
Podcasting has actually come of age, and as conventional media shrinks, it continues to develop.
Depart your favourite podcast ideas and methods beneath.
Allison Carter is editor-in-chief of PR Each day. Comply with her on X or LinkedIn.
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