What is a Podcast?
Podcasts are one of the most exciting communication mediums of the modern day. Their length and ability to communicate key information makes them an asset for all public relations practitioners. The thing that makes podcasts especially exciting is that they are accessible for all sectors. Podcasts can really be about anything you want so no matter what industry you are in, you have a potential weapon in your public relations arsenal with a podcast. In this post, I will define podcasts, highlight a few examples of podcasts being used, and provide a couple tips for creating your own podcast.
What is a Podcast?
A podcast is a long-form audio recording that is usually devoted to a specific topic. Podcasts are typically split into episodes and are often distributed as "season” or “series.” Length, format, and style all vary based on the content of the podcast. Weekly distribution is common on a variety of different listening apps. Podcasts have existed as a medium since 2004, but they have only recently gained their extreme popularity in the last 10 years.
Why are Podcasts Important?
There are two key reasons why podcasts are important to public relations professionals. The first is that popular podcasts serve as a medium for PR Practitioners to execute advertisement campaigns. The most popular podcasts in the world have now begun to work in advertisement breaks into each episode. This allows practitioners to get their key messages into the ears of hundreds of thousands of listeners each episode. Often times, public relations professionals can achieve a bang for their advertisement buck when they run these ads on influencer podcasts. These promotions double down in their advertisement value because they communicate the key message, but they also serve as an endorsement of the product from the influencer that is hosting the podcast. The other key aspect for public relations professionals to remember is that their own company can create a podcast as well. Branded podcasts are a great way for a brand to create a positive, approachable personality. This is a creative and unique strategy for brands to add to their arsenal of owned media. These branded podcasts can also be utilized during a PR crisis for one’s company. Because of its ability to be a long audio file, brands can begin their crisis response with a podcast telling their side of the story and establishing a narrative early on in the process.
Examples of PR Relevant Podcasts
One key example of an influencer podcast that contains branded content is the VIEWS Podcast with David Dobrik and Jason Nash. These popular YouTubers rose to popularity with their comedy videos and have since expanded their reach into the world of podcasts. They often run ads from companies like “Honey” and “SeatGeek” on every episode. Their immense popularity ensures that these advertisements are heard by an extremely large group of people. One branded podcast that has rose to popularity is “The Sauce Podcast” from McDonalds. This limited series explored the story of the insanely popular “Szechuan Sauce” and its subsequent discontinuation in a crime thriller style podcast. McDonalds is a company that is consistently facing backlash for various cases, so creating a funny, down-to-earth series of content did wonders for their image.
Tips and Reminders for Utilizing Podcasts
Whether you are hoping to advertise with a pre-existing podcast or start one for your company, tackling this unique medium can seem daunting. One key thing to remember when creating a podcast is that there is no standard form of podcast. You can pick and choose different lengths, styles, and levels of production to fit your brand’s needs. These variables can change as you learn more about the medium and its value to your company. When choosing an advertising partner, take time to select the right fit. Just as you would carefully select spokespeople for your brand, you need to make sure you choose a podcast that will deliver your message in the best possible way. There is a vast array of different podcasts, so don’t just go choosing those that have the most listeners. Find a podcast that speaks to your company’s niche and is hosted by somebody who represents your brand well.
Podcasts are an exciting medium that are still being optimized and tweaked to cater to the world of public relations. However, we have already seen how they can be utilized effectively in order to promote one’s brand in a new and exciting way. As a PR professional, you have an opportunity to get in on the ground floor so that your brand will grow as the medium grows. Your knowledge of podcasts makes you a key asset to your company so be sure to dive into the plethora of resources available to you in order to learn all of the ins and outs of this fantastic medium.
