Traditional media is not doing well these days, with journalists and news organizations evaporating at an alarming rate.
So it may not be surprising that brands, organizations, and agencies are looking for alternative ways to reach their audiences. Many PR strategists are considering digital platforms as an alternative when coordinating content creation as well as media deployment. In addition to pitching, many companies are also looking to engage their communities through internal podcasts.
Encourage podcast data
according to 2023 Digital Platform Survey According to a study conducted by Pew Research Center, half of Americans listened to a podcast in the past year, and most of those listeners encountered news content.
Half of Americans surveyed said they sometimes get their news from social media, and 3 in 10 said the same about podcasts.
One in five respondents said they listen to podcasts at least several times a week. This frequency increases among respondents under 30 years of age.
With the number of podcast listeners on the rise each year, it's no surprise that communicators turn to this medium to promote new products or score informational interviews depending on their audience.
The Pew study also shows that listeners engage with podcasts in ways other than listening and influence their behavior off-platform, which can be encouraging for PR professionals. According to the survey, 60% of respondents said they had watched a movie or read a book because of a podcast, and 36% said they had tried a lifestyle change (such as a specific workout, recipe creation, or journaling). We found that 28% had a reason for purchasing something. Podcast stories they listened to.
If people want to learn about a topic or ultimately buy a product from these sources, PR professionals are a good place to approach. It's no longer just about citing sources in news articles, it's about podcast interviews as well.
pew podcast Research published in February 2024 In 2022, we found that 46% of top-ranked podcasts had at least one guest. Approximately one-fifth (22%) featured a guest on a regular basis, and 5% of shows had a guest in nearly every episode (more than 90% of the show's time).
Give your best to podcasts
Agency Global Situation Office launched in May 2023 situation room studio. This full-service public relations agency has found that podcasts have become one of the best ways to generate earned media and are extremely valuable in building relationships with reporters as well as policy and business leaders. . Fortune 500 companies, celebrities, and some of the largest and most important institutions, from the World Bank to Mastercard, turn to his SRS for their communications strategies.
Christine Baratta, Director of Situation Room Studio and Editorial Content at Global Situation Room, says this has become an important tool for her clients.
“This is an effective messaging tool for reaching target audiences and helping organizations connect their mission and values with the public,” Baratta says. “This is no longer just vanity, it's being used to address very specific communication goals.”
Baratta points out that the value of podcasts lies not only in the topic of the conversation, but also in who you bring into the conversation. SRS accomplishes this by booking guests that attract listeners. This may include partnering with top journalists, academics, government officials, and other public figures.
“This is a tool for our clients to expand their network in advance of and during conferences and industry events, engaging and speaking with the most important speakers, artists and journalists in their field,” she said. says. “Leaders don’t just come to you, they share conversations about your issues across platforms to keep everyone informed.”
Baratta points to the SRS podcast as an example of connecting audiences.
'One Decision' is currently the number one global affairs podcast in the world, and is currently the world's number one global affairs podcast, featuring influential voices including former British Prime Minister Boris Johnson, former CIA Director Leon Panetta, and US Senators Mark Warner and Marco Rubio. We feature conversations with world leaders. Hosted by Global Situation Room CEO and former Obama official Johanna Maska, SRS's U.S. Politics podcast features bipartisan conversations with political figures, members of Congress, and former White House officials, giving listeners an insight into government policy. We provide information on internal circumstances, how to approach problems, and how to solve them. This country's biggest policy issue.
Baratta offers questions for PR professionals to consider when starting a podcast for their organization or client.
“Think about what kind of podcast you want to produce,” she says. “Is this designed to reach a small audience or a large audience? Do you want to make news or just enhance your brand? What do you want to say? Instead of starting with, what does the audience want to hear?”
Successful internal podcasts
Also, don't think that podcasts are only for B2C organizations or large corporations. A truly creative, niche podcast that resonates with the right audience can increase audience interest overnight.
Staffbase, a B2B platform for internal communication with employees, has launched a podcast.infernal communication” in August 2022 and resonated with an audience of PR and communications professionals. Since its release, it has continued to win the 2023 Hermes Creative Platinum Award and the 2023 Bronze Signal Award. The second season began in January 2024, and the overarching theme of this season was “Storytelling.”
Brian Tomlinson, Head of Content staff base pod co-host, By using brand podcasts, brands say they are able to spend more time with their communicator audience than through other marketing channels.
“It's the most valuable medium for leveraging one of our most effective uniquely human communication tactics: storytelling,” says Tomlinson. “Sharing purposeful and inspiring stories has allowed us to evolve over time. Today, communications professionals tend to serve as the glue that holds companies together.” But they often feel undervalued. The Infernal Communication podcast helps professionals feel seen and heard about their important work and builds a re-energized community. It’s designed.”
Tomlinson credits his success to his podcast style, which is fun and engaging, yet an educational listening experience for anyone interested in the art of communication.
“It was a breath of fresh air in what can sometimes be a sea of sameness,” he says. “At the same time, it was a breath of fresh air in what can sometimes be a sea of sameness. We also dealt with it.”
As Staffbase has seen, he believes B2B companies can succeed with podcasts, but they need to decide how to actually stand out. A lot of it has to do with humanizing your brand and flexing your storytelling muscles, he says.
“When developing a show, it's important to know what your audience needs and what problems they need to solve,” says Tomlinson. “Ask yourself, why should they listen to this show? What will encourage listeners to press play, listen to multiple episodes, and share with friends and colleagues? Overall Try to make it interesting, educational, and fun.”
Nicole Schuman is a senior editor at PRNEWS.Follow her @water buffalo
