I\u2019ve been a podcast listener for much longer than I\u2019ve worked in PR, so when I was in a brainstorming session and my colleague suggested pitching our client as a podcast guest \u2013 I was skeptical. Not necessarily because I disagreed with her idea, but because it never crossed my mind to use podcasts as a PR tool.<\/p>\n
Looking back now, after having successfully pitched several podcasts, I can\u2019t help but laugh at my naivety. Let me explain how my perspective changed.<\/p>\n
One of my favourite things about podcasts is how accessible information is. Because there is a podcast for just about every topic, hobby and interest, there is a wealth of knowledge from experts at your fingertips. Platform algorithms take the guess work out of the discovery process, suggesting podcasts you might like based on your listening history.<\/p>\n
Like any effective communicator, good podcast hosts involve their audience in the ideation process through reviews, ratings, and interactions on social platforms like Instagram and Twitter. Not only does this create intimacy and a sense of inclusion for listeners, it also gives the host a deeper understanding of what drives their audiences \u2013 What do they want to hear? Who do they want to hear it from? Who do they find credible?<\/p>\n
This is where the magic happens.<\/p>\n
By structuring shows that your existing audience want to hear, and carefully selecting guests to interview, you\u2019re essentially guaranteed engaged listeners who are satisfied with what they\u2019ve heard. I also think the inherent nature of podcasts lends itself to human connection \u2013 you can\u2019t get much more personal than a listening party for one.<\/p>\n
So where does PR come into play?<\/span><\/p>\n Offering up your clients\u2019 spokesperson for a long-form podcast interview does a few things. Firstly, it takes them out of their perceived \u201celement\u201d and immediately makes them more relatable to listeners. Trust me when I say that everyday listeners do not assume that podcasts are scripted, and they usually can\u2019t tell when someone\u2019s been media trained.<\/p>\n Podcasts are also a great visibility tool. If you\u2019re looking to position your spokesperson as an extension of their brand \u2013 think Elon Musk for Tesla \u2013 an interview with a built-in audience is a quick win when executed correctly.<\/p>\n As a PR practitioner, podcasts are one of my favourite forms of earned media \u2013 and if you had told my university self that one day I would be playing a role in crafting one (admittedly a small one), I\u2019d have thought that was pretty cool.<\/p>\n Claire Dawson is an Account Executive with energi PR based in Toronto. To learn more about energi PR visit <\/em>www.energipr.com<\/em><\/a> and follow us on LinkedIn<\/a>, Twitter<\/a>,\u00a0 Facebook<\/a>\u00a0and\u00a0Instagram.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Before you dismiss PR or assume it’s a piece of cake to generate top tier coverage, understand what it takes to create compelling news and capture the attention of career journalists. <\/p>\n","protected":false},"author":1,"featured_media":4168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[31,32,33,34,35,36,37,38,39,40,41],"class_list":["post-4164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles-fr","tag-agencies-fr","tag-agency-fr","tag-communications-fr","tag-coverage-fr","tag-journalists-fr","tag-media-fr","tag-media-relations-fr","tag-pr-fr","tag-pr-agency-fr","tag-public-relations-fr","tag-reputation-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/posts\/4164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/comments?post=4164"}],"version-history":[{"count":1,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/posts\/4164\/revisions"}],"predecessor-version":[{"id":4526,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/posts\/4164\/revisions\/4526"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/media\/4168"}],"wp:attachment":[{"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/media?parent=4164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/categories?post=4164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.energipr.com\/fr\/wp-json\/wp\/v2\/tags?post=4164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}