Demonstration Session 3

Friday, August 2, 2019

10:20am-11:05am

Learn how to set up and create your own podcast including: what technology to use, how to book guests, and how to promote your content. We’ll also show you to book your advocates or principals on relevant third party podcasts to get your message heard.

NOTES

  • “The great podrush”
    • Audio is one of the oldest and most intimate forms of storytelling
    • 660,000 shows
    • 62 million listeners
    • 28 million episode
    • 430 million downloads of the first two episodes of Serial
    • Spotify and Google increased investment in podcasting in 2018
  • Captive audience
    • Listeners consciously immersing themselves in your world
    • Chance to speak directly into their ear
    • 75% of people listen through to the end of a show
  • Podcasts are…
    • Intimate
    • Convenient
    • Thoughtful
    • Affordable
  • Planning and prep
    • Content calendar
    • How many episodes/month
    • Topics to cover and what order
    • Episode release dates
    • Guest list and invite pitch
    • Vanessa would record four episodes at a time and then release one monthly
    • Lauren went in a little more unplanned when she started
    • Can do a mini-series (4 or 8 podcasts, not ongoing)
  • Branding and messaging
    • Have a polished cover image and intro (remember image will be a thumbnail!)
    • Follow an outline to stay on topic
      • Intro, body, conclusion
      • Just need light bullets or questions (sent in advance!)
      • Can veer from this when you see fit
  • Promotion
    • You can build it but will they come?
    • Integrate your podcast to web and social
    • Pro tip – include sound bites or quote cards on Instagram stories
    • Transcribe episodes for SEO (also great for accessibility!)
    • Ask listeners to subscribe and leave a review
    • Integrated apps
    • RSS feeds
    • Sponsorship opportunities!!
    • Pitch your CEO/spokesperson to other podcasts if you don’t have time to host one
  • Technical tips
    • Invest in a quality microphone (Pat Flynn has a video on this!)
    • Get a dedicated podcasting web host
      • BuzzSprout
      • LibSyn
      • Blubrry
    • Learn basic audio editing
      • Audacity – free service
      • Auphonic – automatic audio post production web service
  • Tune in
    • Very Public Affairs Podcast
    • On the Media
    • PR Week Review
    • Political Theater Podcast (shout-out to CQ Roll Call, Deputy Editor Jason Dick!)
  • Lessons learned
    • First episode graphic wasn’t brand-compliant – have since evolved 
    • Pro tip – finding podcast guests on dating apps!
    • Sometimes you can make exciting connections through podcast guests (think: conference speakers, musicians, etc)
    • Don’t create a hashtag that you think will trend until you have an audience!
    • Just keep going and don’t give up
  • Questions
    • How to pitch spokesperson to other podcasts?
      • Send an email with information! You would be surprised how many people are looking for content and ideas
      • Can also follow up in response to a podcast with additional information and contact info for the next time it’s relevant 
    • What’s the base investment?
      • About 6 hours per week
      • For setting up (branding, website, etc)
      • 20 hours to set up
      • Small financial costs for equipment and hosting
      • Having a “guy” or freelancer can help 
    • How long should you give it to gain traction?
      • Vanessa: Went in to test the waters and see if she could manage it with her team
      • Lauren: Looking at downloads, not listens
    • Phone podcasting?
      • Lauren has done a few that connect through Skype and Spreaker