What makes a podcast highly successful For A PR Campaign

podcast public relations

PR firms have a unique challenge in this day and age of online media – and it’s not a lack of options. The fact is that there are so many options available for firms to get their message across, it can be difficult to tell if a channel is actually worth the time to invest in.

Take podcasts for example. With video being so powerful as a medium that it has bridged the gap between television, film, and online videos – this just begs the question of how effective an audio-only medium like podcasts can actually be?

The Fact is that Podcasts Are Incredibly Popular

It might be easy to dismiss audio-only channels, but consider that radio is still a dominant force. Almost 39% of people in the WORLD 13 years and older listening to the radio (compared to 18% of listeners tuning in to streaming mediums).

And podcasting itself is quite pervasive, with almost 40% of Americans listening to podcasts every month – and growing by the year. And as a result of the pandemic, podcasting has only grown in popularity.

Podcasts Are More Than Just Background Noise

When putting together a campaign, it’s important to consider the environment a target audience is going to be introduced to your campaign. While terrestrial radio broadcasts may have the majority of the world’s listeners, radio lacks an important feature that makes podcasts incredibly powerful.

A pause button

Unlike listening to the radio, podcasts are typically listened to alone, by people wearing headphones. Because these listeners can not only pause, but also rewind a podcast, that means that the podcasts themselves are an uninterrupted messaging platform.

Podcasts are also Niche/Industry/Topic Specific

Perhaps the best benefit of podcasts is that you can more easily target an audience because podcasts themselves are programs built around a special interest. No matter the desired audience a campaign requires, there is a podcast for that audience.

There are even podcasts for the deaf and hard of hearing – thanks in large part to how podcasters themselves can accommodate the special needs of their audience. In short, if a PR firm can’t find a podcast with an audience they want to get in front of – they weren’t looking hard enough.

This is important because PR firms aren’t going to be starting podcasts of their own – though that’s also not out of the question. Rather, having access to a dedicated channel for messaging with a largely undistracted audience provides immense potential. Especially when it’s far easier to target that audience based on their special interests.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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