Podcasts: PR’s new potent tool, recommends expert

From the Personal Branding Blog

Podcasts, with over 4.2 million active worldwide, have emerged as a powerful tool in the PR arsenal. They offer a unique platform for storytelling, intimate conversations, and expert opinions. This surge in popularity has positioned them as an ideal channel for PR professionals to connect with listeners and achieve PR success.

Andrew Petro, a veteran at Matter PR’s B2B tech team, recommends incorporating podcasts into PR strategies. He emphasizes the need for comprehensive understanding of podcast tone and audience engagement before integrating it into a PR plan. He suggests tailoring pitches specifically to each podcast, emphasizing points that resonate with the podcast’s demographic.

Offering valuable content that aligns with the podcast’s subject matter can strengthen PR efforts. This aids in creating a powerful connection with target audiences. Petro also suggests regular follow-ups after pitches, maintaining a respectful yet persistent relationship with podcast hosts for potential collaborations.

Metrics analysis of listener responses, widespread reach, or potential leads generated can measure the success of a podcast PR strategy. Therefore, continuous monitoring and adjustments are necessary for optimizing PR campaigns on podcasts.

While acknowledging the potential challenges of podcasting, Petro considers them an ideal tool to engage audience in an innovative way and diversify corporate exposure.

Maximizing podcasts in PR strategies: Expert’s advice

He sees the authenticity and relatability that podcasts offer as keys to create a personalized experience for listeners and develop a loyal audience base.

In addition to identifying the right podcasts, constructing effective pitches is also critical. Petro provides insights into this, recommending an in-depth evaluation of the podcast, including assessing the host’s social media following and past guest lists to ensure alignment with the client’s brand. Petro also advises tracking metrics to measure pitch success and be adaptable based on these metrics.

At Matter PR, “Media Mavens”, a Team channel that enables the exchange of information about emerging opportunities and industry updates, is used. Regular meetings help refine marketing strategies for these platforms. The channel serves as an alternative to traditional knowledge databases, helping maintain the competitive edge of Matter PR.

The networking approach implemented through the “Media Mavens” channel can bridge gaps in the rapidly evolving and competitive landscape of public relations and marketing. It not only increases podcast opportunities but also facilitates strong relationships within the market.

Petro suggests treating securing a podcast slot similarly to obtaining features in traditional media, requiring comprehensive research and understanding of the show’s nature. Listening to several target podcast episodes to understand the host’s conversation styles is crucial, and the pitches must be tailored to cater to the individual podcast’s audience.

As podcasts continue to gain popularity, Petro’s methods could guide PR practitioners to identify suitable platforms for their clients and prepare them for effective performances. This includes a thorough evaluation to understand client’s goals, harnessing business connections, and detailed preparation to fit into the unique podcast format.

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