Today's New Media: Taking a Look at Modern PR in Podcasting
Are Podcasts Stealing the Stage in Modern PR?
By Brandy Whalen and Riley Coy
The days of print ads and viral blogs are fading and more effective routes to markets have emerged. In our current climate, modern PR efforts require a blend of hands-on tech and genuine connections with target audiences to garner a loyal following — podcasts checks all these boxes. Much like blogging fifteen years ago, podcast interviews can be a great tool for prospecting clients. The audio exists as a time capsule of your best pitch, which can be repurposed time and time again.
Podcast interviews have also become an integral part of any well-rounded PR campaign. By showing the audience who the speaker is, using their own words, podcasting cements brand recognition. Using readily available PR products, podcast marketing teams can quickly boost an existing ad campaign.
Hitting The Sweet Spot
Described as the ‘sweet spot between books and television,’ podcasting has the ability to create an intimate connection between those needing to tell a story and those wanting to listen to it. Often, these shared experiences are capable of reaching more folks than traditional forms of media.
By promoting a simpatico relationship between storyteller and listener, podcasting promotes a more collaborative environment for marketers and consumers alike. In a podcast interview, a client can talk about their specific products in a much more multi-faceted way.
“Unlike other forms of media, podcast interviews provide a unique opportunity for folks behind a brand to make an intimate connection with their audience.”
Like Apples and Oranges – Sort of
While advertising and PR dovetail into each other, they are far from the same thing. Understandably, few people want to listen to a thirty-minute advertisement. For a podcast to be successful, it must be more than a sales pitch – it has to tell a good story.
A Game Changer?
Podcast interviews also present a unique opportunity to secure the low-hanging fruit of marketing – quick placements. By pairing relevant content with readily available recording equipment and studios, startup founders have immediate access to an effective, on-demand marketing strategy. Podcasting delivers more diverse marketing opportunities at a high frequency. The take-away for today’s PR professionals? More sleep-filled nights and happier clients.
The Intersection Between Podcasting and Traditional Media
Rather than replacing it, podcasting complements traditional media. The podcasting marketing platform enables busy PR teams to do what they do best – focus on client management – while a crew works behind the scenes securing interview opportunities. The end result is a collaboration that enables clients to showcase expertise in their chosen niche.
Monitoring a Podcast’s Success
Although podcast interviews have come a long way in a short time, it’s often hard to see objective analytics for podcasters. To ensure a podcasting campaign delivers the best possible information to its target audience, it’s essential to look for categorical relevance within one’s podcast catalog. One effective way to do this is by assessing what industries the marketer is playing in and determining where their podcast interviews rank. This is no easy task, as there are about 6 million active podcasts currently.
Get in Touch With Us
As podcasting’s popularity soars, we continue to develop a marketing niche. Our ongoing mission is to put the world’s top startup founders on the world’s top podcasts and let them share their stories with a wider audience.