Podcasts, audio news clips, and voice-activated content are transforming how consumers get their information. We listen while commuting, exercising, or cooking – integrating audio into our daily routines. This presents a terrific opportunity for brands to reach engaged listeners in a less intrusive, more personal way.
Here are some stats that show the rising popularity of podcasts:
- There are over 546 million podcast listeners worldwide.
- 47% of the US population 12+ listen to a podcast at least once a month.
- Video podcasts are on the rise, with as many as 33% of US podcast listeners opting for watchable podcasts. (Source: Backlinko)
Why are podcasts so powerful as PR opportunities?
They offer:
- Targeted Audiences: Podcasts often cater to niche interests, allowing brands to reach specific demographics with precision.
- Authentic Engagement: The conversational nature of podcasts fosters a sense of intimacy and trust, leading to deeper connections with listeners.
- Long-Form Content: Unlike fleeting social media posts, podcasts allow for in-depth discussions and storytelling, giving brands ample time to showcase their expertise.
MMG recently secured an interview for one of our healthcare clients on the Patient Safety and Quality Care podcast, connecting the CEO with his target audience of C-suite executives in the healthcare provider sector. Prompted by questions from the podcast host, the CEO discussed the challenges facing the healthcare provider industry – and shared valuable insights drawn from his extensive expertise. It was a strategic way to showcase his thought leadership while indirectly plugging his services to the audience.
So, how can your brand take advantage of this new audio landscape? Here are a few tips for securing valuable podcast placements:
- Identify Relevant Podcasts: Research podcasts that align with your brand’s industry, target audience, and messaging. Look for shows with engaged listeners and a strong reputation.
- Craft a Compelling Pitch: Don’t just send a generic press release. Tailor your pitch to the specific podcast, highlighting why your story is relevant and interesting to their audience. Offer a unique angle and expert insight.
- Offer Value, Not Just Promotion: Podcasts are about providing valuable content. Focus on sharing your expertise, telling engaging stories, and offering insights that will resonate with listeners. Avoid blatant self-promotion.
- Be Prepared to Engage: If you secure a podcast interview, be prepared to engage in a genuine conversation. Speak naturally, share your passion, and answer questions thoughtfully. Our media training practice sessions can help if you’re new to this.
By embracing the rise of audio, brands can tap into a powerful new channel for earned media. Don’t just be heard – be remembered.
If you’d like professional help securing earned media placements like this, feel free to give us a call and discuss your brand and its communication goals.