Podcasting PR: Grooving Brands on Waves of Success

“Podcasts are the quickest way to be visible in front of your target audience”

My chance meeting with Jeremy Ryan Slate a few days back, turned out to be an interesting one. For we have a few things in common despite coming from opposite ends of the globe.

Jeremy is the popular host of the podcast show ‘Create Your Own Life’ and an accomplished PR expert and CEO of ‘Command Your Brand’ a unique and top-ranking PR firms; while I have just hopped on to the Podcast bandwagon, after spending two decades in Indian PR industry and continuing my love for the practice under my agency and consulting work.

However, we both are looking at podcast industry in a way that not many are; that is an effective & unconventional media to build authority and thought leadership.

Yes, you read that right!

In our endeavour to further help our clients, build and strengthen visibility exclusively via this new age media, both Jeremy and I are committed to drive the change called –

Podcasting PR

As we speak relentlessly about these two ends of marketing spectrum –

PR being a communication tool and well-established global practice.
Podcast a continuous, fast-emerging medium, with a promise to change the roadmap to the future of media.

Here are some insights that we bring from our conversations, which makes for a great read for brand custodians, marketers, PR / marketing agency owners, media planners and / or clients. So they can come out of the oblivion and take a closer look at world possibilities that podcast Podcasting PR poses for them –

“Podcasts are the quickest way to be visible in front of your target audience”

In today’s fast-paced digital world, effective PR strategies are the backbone of successful brand promotion. As traditional methods evolve, a new trend is emerging and carrying brands to new heights: Podcasting PR.

Just like a hit song that captures the hearts of millions, podcasting has the transformative power to elevate brands through captivating storytelling and authentic connections. As audio content takes centre stage, integrating podcasting into PR measures is becoming even more crucial for brands aiming to establish thought leadership and leave an indelible mark on their target audience.

“Podcasts are becoming the soundtrack of our lives, attracting devoted listeners who tune in with loyalty and enthusiasm”

According to Edison Research, a staggering 78% of podcast listeners spend more than seven hours per week engrossed on their favourite shows. These captivated listeners are akin to a dedicated fan base that eagerly awaits the next release from their favourite artist. By harnessing the power of podcasting as a PR tool, brands can captivate this highly engaged audience, establish a genuine connection that goes beyond fleeting attention.

Just as music industry icons become influential figures in shaping popular culture, podcast hosts are now garnering a similar level of trust and authority. In Jeremy’s case he has been podcasting since 2015 and has about 1100 episodes published which includes hosting the likes of Joe Rogan, Seth Godin etc. and this has him up as a voice on iTunes top 100. Back home our OG’s Ranveer Allahabadia , Ankur Warikoo have proved the power of the medium , if done right & consistently they have shown; how podcast can further build a robust ‘personal brand’ along with leadership & authority. And isn’t this one of the core objectives of PR anyway?

“Podcasting PR”

Podcasting PR enables brands to collaborate with influential hosts, aligning themselves with trusted voices that resonate with their target audience. By leveraging this influence, brands can build credibility and establish themselves as thought leaders, elevating their reputation in the minds of listeners.

Brands can foster genuine and authentic connections with their audience, earn their trust and loyalty. By delivering valuable content and engaging in meaningful conversations, brand podcasts can become an integral part of their listeners’ lives.

Just as a well-crafted song touches the soul, podcasting PR allows brands to amplify their stories, captivate listeners with tales that evoke emotion and leave a lasting impression. Further podcasts can leverage the power of storytelling, humanize brand’s message and create a memorable experience that lingers long after the episode ends.

“Podcasting a sure shot way to reach your niche”.

Unlocking the door to niche and specialized audiences, much like subcultures within the music world, podcasts reach is contagious within its niche.

Podcast Insights reveals that 79% of podcast listeners share episodes with others. This inherent virality allows brands to tap into a powerful network effect, reaching new audiences and generating organic growth.

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By creating remarkable content and partnering with influential podcasts or podcast hosts , brands can amplify their message, spark conversations, and increase their visibility within the podcasting community and beyond.

As per a survey conducted in 2022 by IVM Podcasts and InMobi Pulse and Glance (InMobi Owned), 73% of Indian audiences listen to English language podcasts, and 40% of the 35-plus audience tuned in for the first time over the last six months in 2022.

This diverse listener base allows brands to access highly targeted audiences within specific niches. By identifying podcasts that cater to their industry or target audience, brands can engage with a community with a genuine interest in their offerings, fostering meaningful connections and building brand advocates.

To sum it, I would say :

Leveraging ‘podcast’ as a specialized marketing & PR tool can be our pitch to elevate brands to new waves of success.

By strategically selecting podcast shows that align with the target market, Brand Managers, Marketers and PR professionals can broaden its reach, increase visibility, and engage with the audience that resonates with its messages.

So, let’s catch on with this trend and create an over-arching impact to our communication strategies.

On the lighter note, I and Jeremy would have never had a chance to connect and explore synergies to work across the globe had it not been for the sounds that we created on our Podcasts!

Author: Mamtaa Dhingra (Podcaster, PR Expert and Founder, Lateral Sutraa)