Mike Paffman, CEO, VIRGO PR 

Today, podcasts are very popular as a form of audio entertainment. They are also an easy way for content creators to connect with their target audience. Publishing podcasting content is also easy as a broadcasting license is not needed. Anybody who has access to equipment like a microphone, membership to a podcasting platform, and a recording software can create content for a podcast. With the recent growth in the popularity of podcasts, PR practitioners can use it as a toll to connect the target audience of a business with its products and services. Given below are ways

Benefits of podcasts as a PR tools

Podcasts are delivered in conversational language and this gives a business an opportunity to express itself uniquely. Podcasts often have stories to tell, and stories always leave an impression. They create conversations about a subject and their duration can be varied. They can be as brief as 15 minutes or as lengthy as an hour. Sometimes it is easier to listen to audio, than to read content. Since each podcast has a unique URL, it also increases the digital footprint of a business. A person can listen to podcasts anywhere, they can just tune in and get started. Since it is uninterrupted messaging, it is also incredibly effective as a PR tool. Listening also heightens intimacy. Given below are tips on how to use podcasts as PR tools.

Get to know your audience better

Podcast market research can be done on different forums such as Facebook groups and Quora. There are over 2.4 million active podcasts and it is important to find out who should know the message conveyed by a podcast. To determine podcast genres, a knowledge of the target audience and their likes and preferences is needed.

Keep the podcast customer-focused

To make a podcast customer-focused, it is essential to include  content that shows how a business has solved an industry problem. The content can focus on industry trends that customers are interested in and not particularly on services and products. A story can also be added as stories lead to emotional connections

Include case studies

Listeners are always keen to hear about triumphs and setbacks and how people deal with them. This is the reason why including case studies in podcasts is always a good idea. Case studies also give businesses an opportunity to showcase their work and how they deal with clients. Case studies can also include audio testimonials and Q&A sessions. Hearing how happy the current clients of a business are can convince potential customers. 

Guest interviews

For variety, guest interviews can also be added to podcasts. Guests bring their own to a podcast with their experience and knowledge and this helps to increase the value of a podcast. Guests who are thought leaders also help to connect to a new audience, audience who listen because they are interested in the guest.

Mike Paffmann is CEO of Virgo PR, a leading PR firm.