Should Podcasts be a Part of Your PR Strategy?

With 41% of Americans listening to at least one podcast every month, it’s no secret that the industry is experiencing extremely high popularity at the moment. 

If you’re part of the 41% of listeners (or even if you’re not, and you’re just curious), you may be wondering if podcasts should be a part of your PR strategy. We’ll break down all the reasons why you should incorporate podcasts into your media outreach –- and a few key tips for getting started.

For the purpose of this blog, we’ll focus on four main benefits podcasts provide that play into key public relations activities: telling your story, establishing yourself as a thought leader, getting in front of niche audiences, and creating shareable content. 

Tell more of your story, in your own words

While a news story is often limited in words and your comments may be edited down to a few key sentences, a podcast can be anywhere from a few minutes to over an hour in length. If you get the opportunity to participate in a podcast interview, you can tell your or your brand’s story in an extended format. It’s a great chance to let potential customers or users get to know you in more detail and depth, through your own narrative.

Establish yourself as a thought leader

If you have knowledge of public relations, you know how powerful thought leadership can be. A podcast is an opportunity to position yourself or a senior leadership figure of your brand as a thought leader in your industry – an expert in their field who people can turn to for advice, insights, expertise, and wisdom. 

You can use podcasts as an additional platform to share your unique expertise and perspectives on a topic over time, which will help you build credibility in your industry and develop trust with your audience. Contributing your ideas to a podcast is a puzzle piece in the process of establishing yourself as a thought leader; the more you put your ideas out there, the more you will start to be seen as a go-to authority in your industry. As you build your brand as someone who can be trusted on a topic, it can ultimately lead to more speaking or comment opportunities.

Expose yourself to new, niche audiences

With over 4.1 million active podcasts registered worldwide, podcast series need to cater to a specific niche in order to stand out and attract listeners. A podcast can cover topics as broad as the daily world news, or as narrow as a microtrend in fashion, and listeners know exactly what kind of content they’ll get when they put in their headphones for the latest episode. If you can find a podcast series that fits your brand’s niche, you’re almost guaranteed a captive and interested audience.

Create evergreen, shareable content 

Once your podcast has been released, you can turn the episode into small, snackable audio clips that can be repurposed for a variety of things, including social media posts, supporting assets for pitches, or interesting content for your next newsletter. Some podcasts will even capture video while recording the podcast, which can be an even better addition to your social media calendar. 

This benefit also ties back into thought leadership, as sharing podcast interview material on your social channels can help you increase your executive visibility on social media.  

Recap and tips 

Whether you’re doing your own public relations or you have a PR firm or PR team helping you promote your brand, utilizing podcasts is a great way to find a captivated audience, create evergreen content, and share more of your story and expertise. 

If you’re interested in being a guest on a podcast, here are a few tips to keep in mind when getting started: 

  • Do your research — know the podcast’s audience, niche, and whether or not they interview guests in their episodes before you reach out.
  • Fine-tune your unique selling points — be ready to explain why you would be a great guest for this specific podcast, in just a few sentences. If you have them, include any relevant clips from other speaking engagements to showcase your abilities.  
  • Be patient — you most likely won’t land a spot on your dream podcast immediately, but getting yourself and your bio out there can be a great start.  

Exploring the Evolving Role of AI in Public Relations and Business Operations

As technology continues to advance, the role of artificial intelligence is growing more prevalent across industries – and public relations is no exception. The question at large amongst industry leaders seems to have evolved from “Is this something we should be afraid of?” to “How can we use this technology to our advantage?”

Embracing the Future and the Power of AI

Over the past few months, I’ve attended webinars, conferences and consumed any written materials available to me in an effort to educate myself on this topic.  “It’s not going away” has been the sentiment most widely echoed across all of these sources, so with that in mind, I’ve set out to discover the ways in which I can embrace the power of AI within my own role and how other team members at Segal Comms can do the same.

Real-World Use Cases

AI in Public Relations

The most obvious use case is that of generative AI. Drafting written materials is a central responsibility for any PR professional, and for many can be one of the most arduous efforts the profession requires. Even the most innately talented writers still experience the dreaded writer’s block and inevitable fatigue when writing often enough. Generative AI readily eases this burden: by generating ideas for the topic or title of a written piece, it can be a great tool to get the creative juices flowing. In fact, I used Grammarly’s generative AI tool, GrammarlyGO, to inspire the title and theme of this blog.

The consensus amongst the PR community regarding generative AI seems to be that its use is acceptable and even encouraged when it’s viewed as one of many tools in a practitioner’s toolbox, with the stipulation that its use, and in what capacity it was used, is disclosed. PR professionals are still expected to intervene with the technology and ensure that the materials they produce are up to industry standards. The current capabilities of generative AI still require human intervention regardless – as it was explained by a presenter at the From Day One conference I recently attended in San Francisco, generative AI can get the job done 90% of the way at its best, but will still require a minimum of 10% human intervention. Like many things, generative AI is as good as you train it to be. The more comprehensive information and thorough feedback you provide, the better the quality of work generative AI can produce.

AI in Business Operations

Beyond writing, AI can also be used to streamline business operations such as recruiting and hiring. The founder of RecruitBot was a presenter at the From Day One conference and shared about how the platform employs machine learning algorithms to identify qualified candidates and expedite the hiring process. Rather than spending hours combing Linkedin for suitable candidates using arbitrary search parameters, the technology now exists to have a bot present us with much more relevant candidates in much less time. Similar to generative AI, the results produced by a platform like RecruitBot will be as accurate as you’ve trained them to be with the platform’s machine learning algorithm working to continuously improve output over time as it learns your preferences.

Parting Thoughts

These are just two use cases demonstrating how AI can be employed in the workplace, but as many are now learning the ways in which this technology can be employed are vast and rapidly evolving. It’s inevitable that the future of communications and various other industries alike will involve a greater reliance on AI-powered tools, so it’s wise to start exploring and mastering these tools now. While these tools can be incredibly useful, it’s important to remember that they should be regulated with human intervention. By using AI in conjunction with human expertise, businesses can ensure they are as efficient and effective as possible by making use of all the tools available in their toolkit.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

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