As a PR tool, podcasts are an excellent way to build a bridge between a company and the consumers. Branded podcasts are now one of the most effective ways to reach consumers, and reports show that is even better than TV or Radio advertisements. Hence, almost every company should launch their own podcast in a bid to stay more relevant to their audiences but also to expand their reach.

Podcasts can intuitively help your brand connect with the audience in a stronger and definitive manner. The question is, how do you go about it? While some branded podcasts like to showcase their expertise, others like to disseminate information about their values for the benefit of their audience. Some others offer consumers an inside look into the brand and its history. Some feature the people who made the company what it is today, like founders and CEOs  and others have a conversational and informal approach to build a connection with their audiences. Here are five things to remember before you begin your podcast.

  1.   Research your audience –  Before you set up a podcast for your company, you also need to look into your audience. The message should be crafted based on the kind of listeners you intend to reach out to. For instance, if you are aiming to reach out to your consumers, then the message would have to be delivered in an informal and conversational manner. If your podcast audience includes business professionals or startups, then the podcast would have to be more polished and factual. An outside PR advisory can help make this distinction.
  2.   Have high quality equipment – This can’t be stressed enough because without proper equipment, your podcast which is being delivered directly to your listeners can turn out to be an awful experience for them. The listening experience has to be smooth and professional and only the best equipment can help you achieve that.
  3. Ensure you have enough content – Once your podcast is live, you have to ensure that there’s enough material for you to produce it consistently. If you want your audience to stay engaged and return for more, then you have to bring in new and significant information packaged in your podcast. Scheduling your podcast and sticking to it is important, but it’s always a good idea to have a store of content and a PR company can help you streamline your content accordingly.
  4.   Finalise a format – It doesn’t matter if your equipment is top notch but without a proper format in place, your podcast will not be successful. The format is important as it helps create consistency for your listeners and helps them know what to expect when they start a new episode. One of the most popular formats is the interview style, where you can go one on one with an industry leader, or talk to your employees, etc. However, this has its cons too because you will have to ensure the availability of interviewees. Choose a format, stick to it and ensure that you have a basic script ready before you hit the record button.
  5.   Remember to not openly self-promote – It’s always a good idea to let your work speak for itself instead of talking about it constantly. A podcast is like an infomercial, and not an actual advertisement. Unless it adds value for the listener, it’s going to be impossible to retain their attention. It’s all right to mention the name of the company a couple of times during the podcast, especially if it’s something related to employee culture or benefits that a product can bring. Any further mention beyond that veers into the self-promotional category which leads to loss of credibility and interest.

Podcasting has been around since 2004, but it is only now that everyone has woken up to its potential in terms of marketing and PR. If you feel that a podcast is something that your company should explore, then do keep these pointers in mind.

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