10 reasons a podcast is essential for your organization

Your on-the-go audience is waiting for easily digestible audio content. Here’s why and how to launch your branded podcast.

10 reasons to podcast

Digital audio delivered on demand as podcasts and other streaming content is poised to take over the internet.

If you’ve not yet found a way to budget for the production of a show to push your agenda to target audiences, what are you waiting for?

The complete market saturation of mobile devices, combined with the invasion of Alexa and her followers—Google Home and Apple HomePod among them—is fueling society’s insatiable appetite for on-demand news and information audio.

If those trends don’t have your attention, and you’re still not sure whether to budget your money for more news release placement or a podcast, consider these 10 reasons why on-demand audio content must be part of your communication plans in 2020:

  1. Podcasts help build closer, and impenetrable, relationships with target audiences.
  2. Podcasts train audiences to come to you first for information and commentary.
  3. Podcasts provide an online news presence regardless of the media’s frustrating disinterest in your pitches.
  4. Podcasts allow you to break your own news and build digital audiences.
  5. Podcasts generate actionable content you can share with journalists, allowing them to hear your messages and follow, or even report, your news.
  6. Podcasts result in content that audiences—including employees and customers—can “like,” follow and retweet.
  7. Podcasts meet today’s never-ending demand for fresh content about your organization’s work, industry or positions on issues.
  8. Podcasts boost website and online SEO through the posting of regular audio content.
  9. Podcasts fill the information vacuum that might be occupied by your competitors, critics or opponents.
  10. Podcasts are a more personal medium for communicating with internal audiences, such as a corporate workforce or association membership group.

Most clients say they’ve considered producing a podcast for their organization or cause, but they’re unsure how to get it produced and online. Candidly, the task is better left to broadcast-trained pros who know how to use this tool in a public relations context.

Shows that sound good, bring relevant voices to the table, and are worth listeners’ time require a lot of planning and expertise to launch and maintain. There’s more to it than simply plugging in your Yeti mic and hitting record on your laptop or smartphone.

There is good news, however. If you don’t yet have a podcast, that doesn’t mean you’re too late. The new year is a great time to bring new life to your PR tactical mix.

Robert Johnson is a partner at Riester Public Affairs and an award-winning podcast host and producer. He can be reached at rjohnson@riester.com or by phone at 202-421-8106.


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