Why do we recommend that our clients appear on podcasts?

Podcast appearances can be like Marmite. While some clients embrace the idea of appearing on relevant podcasts, others are more hesitant.

Being a podcast guest can be a daunting thought – particularly if you’ve never done anything like that before. But with more than seven in ten UK adults having listened to podcasts, it’s definitely a medium on the rise, and we’re discussing them more and more as an interesting part of the PR mix. So, what are the benefits of saying yes to podcast appearances?

You can start small

The biggest podcasts – the household names that most people can rattle off – are competitive. But, the good news is there are literally millions of podcasts, ranging from niche to mainstream. Unless they’re a seasoned podcast guest, we always advise clients to start smaller and aim for podcasts with a more modest audience, or even brand new podcasts, initially.

We also always help clients prepare thoroughly beforehand, and part of that is making sure they’re familiar with podcasts and hosts. Often questions are sent in advance which can really help. But by casting the net wider and embracing podcasts you may not initially have heard of, you can start the process in a more manageable way.

They’re more personal

Audio is a very personal medium. The listener becomes a co-creator, engaging their mind to fill in any visual gaps. Listening is more intimate than watching, and people often play podcasts in their car, at home or while working.

So podcasts allow you to connect with audiences on a one-to-one level, which can be the perfect way to get your messages across.

They help you to solidify your story

We’re all about telling stories, at Carnsight, and the stories of the people behind the businesses we work with are often what people want to hear most. The podcast process helps business leaders hone their stories and feel more comfortable telling them.

That starts with the preparation, that we lead clients through, and continues into the podcast, and then on to sharing it when it’s broadcast.

They can cover a range of ground

Podcasts vary in format and also topic – you don’t have to stay firmly in your lane. For instance, if you’re a business founder but also passionate about running, why not consider targeting running podcasts? Or, if you run a side hustle alongside your 9 to 5, why not embrace talking about that as well as your day-to-day?

Podcasts provide you with a good way to give a rounded picture of you and your business, and hopefully reach new audiences, too.

They are often edited

Unlike live broadcasts, the majority of podcasts are now edited, so you don’t have to spend too long worrying about making a big slip up or waffling, which are two of the main concerns we hear.

The host wants to create an interesting, entertaining listen so the focus will very much be on putting out a slick podcast.

You can use content for your own socials

Podcasts are great in their own right, but it’s also possible to expand their worth by featuring soundbites or video clips (if the podcast is filmed) which can be used on your own social media channels. If in doubt, check with the host, but usually they are happy for you to use the content provided you credit the podcast.

They’re good for SEO and GEO

And last, but by no means least, because of the platforms podcasts sit on, and their comprehensive show notes, we’ve found they can be really good for SEO.

In fact, we’ve found new business solely by coming up on PR podcasts. So even if your objective is solely about business growth, it’s worth considering podcasts in the mix.

Hopefully that provides more context and will give you confidence in embracing podcasts as part of your PR mix. And if all this talk of audio has piqued your interest, have a look at how you can be ready for radio with expert advice from a BBC journalist.