Nine times out of ten – if I’m in my car alone, I’m listening to a podcast.
And I’m not the only one.
According to “The Infinite Dial 2015,” part of a series of studies on consumer adoption of digital media by Edison Research and Triton Digital, monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015, an increase of 18 percent.
Beyond pure entertainment, podcasts are also gaining traction as a public relations tool for businesses. Here are three ways you may consider incorporating them into your PR strategy:
Create your own
Sure, this is the most obvious, but it’s also the most challenging. However, if your company has the resources (time, money, equipment and talent), creating your own podcast allows you to control the message and show leadership in your industry. A podcast is also a great tool to demonstrate your knowledge to influencers, like industry associations and the media, which can lead to editorial coverage and speaking opportunities.
Pitch existing ones
There are a lot of great podcasts out there — with topics ranging from business news to restaurant marketing and depths ranging from brief sound bites to comprehensive interviews. Conduct research to find podcasts that align with your company’s areas of expertise and pitch your subject matter experts to those podcasts. Like any media outreach, timing plays a role, but the more compelling your subject, the more success you’re likely to have.
With all of the podcasts available, there is a plethora of content to sift through. Find tips, quotes or other valuable information and share them via your company’s blog, social media or other owned channels. If you found it interesting or insightful, chances are your customers will as well.
By including podcasts in your PR strategy, you might discover a new way to share your expertise with key audiences — or at the very least, add value by leveraging existing podcasts.
And that’s a recommendation worth listening to.
Have a favorite podcast? Let us know in the comments!