How to use podcasts as part of your PR strategy

Over the past years, podcasts have become a powerful medium within PR. With millions of listeners worldwide, they offer a unique opportunity to share your brand, story, or expertise in an informal and accessible way. Whether you start your own podcast or guest on a popular show, podcasts can significantly boost your PR strategy. In this blog, we explain how to effectively use podcasts as part of your PR strategy.

There are two ways you can use podcasts within your PR strategy: as a guest on existing podcasts or by starting your own podcast. Both options have their advantages:

• Being a guest on existing podcasts: As a guest, you have the opportunity to present your brand to an existing, engaged audience. Look for podcasts that align with your industry or target audience. This not only increases your visibility but also positions you as an expert within your field. Moreover, guest appearances require less time and resources than producing your own show.
• Starting your own podcast: By starting your own podcast, you have full control over the content and format. This provides the opportunity to delve deeply into topics relevant to your brand, product, or industry. It can help build a loyal audience and create long-term relationships with listeners. However, this option is time-consuming and requires consistency.

If you choose to guest on existing podcasts, it is important to carefully select which podcasts are relevant to your brand. Podcasts that align with your core values and target audience offer the most potential.

Start by researching popular shows within your industry. Look at the number of listeners, the topics covered, and the audience's engagement. Then, send a well-crafted proposal to the host explaining why your story or expertise is interesting for their listeners.

Podcasts offer the opportunity to tell your story in a personal way. It is not a press release or a short social media post but a platform where you have more time to convey your message. Ensure your story is authentic and relevant to the listeners.

Prepare well in advance by thinking about the key messages you want to convey. Consider which topics are interesting to the audience and try to give depth to the conversation. Additionally, do not be afraid to show your personality. Listeners connect more quickly with brands and people who are genuine, and podcasts provide the perfect space for this.

Whether you are a guest or host your podcast, promotion is an essential part of your podcast strategy. Share episodes on your website, social media, and newsletters to grow your audience. This is also an opportunity to strengthen collaboration with other companies: if you were a guest on their podcast, promote the episode on your channels so that both parties benefit from it.

Additionally, use tools like Presscloud to generate media attention for your podcast. A well-written press release can help bring your show or guest appearance to the attention of journalists and other media channels.

As with any PR strategy, it is important to measure the results of your podcast efforts. This can be done by looking at the number of listeners, downloads, and responses you receive. For guest appearances, you can also track whether there is an increase in traffic to your website or more followers on social media after the broadcast.

For companies that start their own podcast, it is important to consistently publish and keep your listeners engaged. Building an audience takes time, but with patience and consistency, you will eventually reap the benefits.

Podcasts offer a valuable opportunity to strengthen your brand and share your expertise with a broad audience. Whether you choose to guest on existing shows or start your own podcast, the possibilities are endless. At Presscloud, we help companies effectively use podcasts as part of their PR strategy and ensure the right media attention. Harness the power of podcasts and see how it elevates your PR strategy to a higher level.