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Free Tip Sheet! Podcasting Best Practices for PR Pros

If we were to compare Aesop’s The Tortoise and the Hare to content marketing, podcasting would be the slow but steady-paced tortoise. While podcasting isn’t a new medium for PR professionals, with one-fifth of Americans listening each month, podcasting is on its way to winning the race.blog-TS-podcast

But how can you start running a podcasting if you don’t have any previous experience?

Start by knowing your listener base. You’ll be ready to purchase equipment and schedule guests once you know what your audience would like to learn about and how they’ll be accessing your podcast.

With our latest “Podcasting Best Practices” tip sheet, you’ll learn how to:

  • Cater to your target audience with a unique angle and format
  • Deliver quality episodes with the right recording and editing tools
  • Pitch and promote your podcast to grow your reach

Learn how to win listeners’ loyalty with these tips:

1. Know Who Your Listeners Are

According to data from Pew Research, more than 60 percent of podcast listeners use their mobile devices to tune in to new episodes. As a result, first determine whether you’ll need to cater to this increasing mobile crowd. Then, look at your audience’s interests, demographics and other existing information to determine your podcast’s tone and approach.

2. Familiarize Yourself With Formulas

Once you’ve decided how you’ll cater to your audience’s wants and needs, think about your podcast’s formula. Will you start or end with music? How will you introduce guests? Establish brand identity by creating a formula you can consistently rely on when producing new episodes.

3. Create a Publishing Calendar

Podcast subscribers tend to access podcasts while commuting, but their on-the-go tune-in habits shouldn’t result in haphazard scheduling on your part. Determine which days work best for your podcast’s calendar and stick to the publishing plan. Additionally, by having a few pre-recorded episodes stored away, you’ll be prepared if a guest cancels last minute or technology glitches arise.

4. Get the Right Recording Tools

If your brand decides to give podcasting a chance, you’ll want to invest in the best microphones, headphones and editing software. Don’t attempt to cut costs with equipment – doing so will only lead to poor sound quality and frustrated listeners. Check out GarageBand, Reaper and Audacity for software options.


Image: francois schnell (Creative Commons)

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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