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With Google planning to increase global podcast listenership, now is the right time to consider podcasts as part of your wider PR strategy. If you’ve not been paying attention, podcasts are among the fastest growing media around, and you’re already missing out by a mile.

According to Edison Research, more than 22% of Americans listen to a podcast weekly, while 32% listen monthly. There are even more people listening across the globe with 36% having listened to a podcast within the last month. Forbes estimates that over 800,000 podcasts are active worldwide with millions of podcast episodes available. The best part is that these numbers continue to increase every day, month and year.

If you aim to tune up your media repertoire, podcast is the cool new data source due to its earned media value. You have the opportunity to monitor thousands of podcasts for mentions of your products, competitors and brand. You can make this work for you even if the podcast is not particularly ‘branded’. The thing is that each podcast has its PR power. Including podcast to your campaign and monitoring is a gift that’ll continue to yield.   

This translates to a few things for PR professionals. First, it means there’s a high probability your brand is included in the conversations on some of these podcast episodes. Do you know what they have to say about it? Do you view podcasts as opportunities to amplify your messages? Are you considering taking charge of the narrative to project your brand image?

There are some more basic questions you must answer before you get started. These questions are essential for building a relatable and successful persona on any relatively newer forms of media – such as blogs and social media. While the answers to these questions are dynamic and subject to change, there must always be a suitable one at every point in time.

Should you feature on another podcast? Do you want to start your own podcast?

What parameters do you use to identify podcasts that are worth your effort?

What strategy would you adopt to differentiate your podcast stand out from the existing 800,000 others and newer ones?

What are the value and vanity metrics for podcasts? What should be the primary content?

Who are your target audience? What strategy would you adopt to attract, retain and increase them?  

How should you monitor podcasts? What should you be listening for?

Podcasts are a great PR tool to not only stay updated in your industry, but also to foresee the direction of future changes. Avoid utilizing podcast as a sales tool. All podcast listeners want is a good story.   

Tags: podcast internship, PR tools, press release, press release strategies
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