Podcasts are PR’s secret weapon. As a PR professional you are always trying to increase your client’s sales, brand awareness, and brand engagement. Podcasts offer those benefits without costing you a dime.

Instead of paying money for podcast advertising, you can share your message via podcasts with guesting and earned media mentions. But neither of these methods are straightforward. If you are looking to use podcasts for your PR campaigns, there are a few common roadblocks like discovering podcasts, finding contact information, and measuring ROI. 

In this article, we’ll discuss each of these roadblocks in further detail, plus share proven strategies on how to overcome them.

Table of Contents:

• 3 Problems PR Faces in Podcasting Today (And How to Solve Them)
  • 1) Discovering the Perfect Podcasts to Work With
  • 2) Gathering Contact Information
  • 3) Measuring ROI
• Final Thoughts – Maximizing Your Podcasting Efforts

3 Problems PR Faces in Podcasting Today (And How to Solve Them)

1) Discovering the Perfect Podcasts to Work With

There are 4.5 million podcasts available, with that number growing every day. While this is an overwhelming number, it also guarantees that there are dozens of shows that are the perfect platforms for your message – no matter how niche.

The problem is weeding through this haystack to find your needle. When you glance at podcast listening apps, they only highlight around a dozen apps. When you dig deeper, you can find maybe the top 50 for each category – but this is barely scratching the surface.

To find the perfect shows, check out Podchaser, the world’s most comprehensive podcast database. There are tons of great free discovery features, but  upgrading to Podchaser Pro unlocks access to truly one-of-a-kind podcast data. With Podchaser Pro, you’re just a few clicks away from knowing almost every podcast’s contact information, sponsor history, reach, Power Score™(cross-platform popularity), demographics, and more. 

2) Gathering Contact Information

After you’ve discovered the podcasts you want to reach out to, you then need to find their contact information. The traditional method of gathering contact information is essentially a Google wild goose chase. You have to dig around on a podcast’s website (if they have one) hoping to find an email address.

Podchaser Pro once again solves this problem. Pro provides easy access to verified contact information across thousands of the top podcasts – not just hosts, but also producers, the booking agents, and more.

3) Measuring ROI

It’s a common misconception that you can’t measure your ROI from podcast campaigns. This was more true 10 years ago, but since then technology and techniques have advanced to  help advertisers get the most value from podcasts.

• Reach and Impressions: Before working with a podcast, you likely already discussed the show’s audience reach with the host. But don’t stop there. After your guest appearance or earned media mention, you should ask for the episode’s download numbers and demographic data. 
• Website Traffic: The traditional method of measuring website traffic from a campaign is pixel tracking, but this is slowly disappearing because of privacy concerns. Now there are podcast specific analytics platforms, like Podsights, that effectively allow you to pixel track without violating listeners’ data privacy. If you want to learn more about modern website traffic tracking, check out our full article about measuring podcast ROI.
• Sales Conversions: To measure sales conversions from your podcast campaign, you can employ two of the most tried-and-true conversion measurement techniques: vanity URLs and promo codes. Be sure to ask the podcast host beforehand if you can share these on the episode.

Final Thoughts – Maximizing your Podcasting Efforts

Podcasts are an incredibly powerful medium for PR, but they require skill to get the best results. Podcasts thrive in niches, so the more targeted and precise you are with your PR efforts, the more likely you are to succeed. If you are new to podcasting, take your time.

Don’t jump at an opportunity that comes your way. Be selective, and wait for the perfect podcast. Because uncovering the perfect podcast fit for your client’s message opens up a world of possibilities. You can repurpose a podcast’s evergreen content into assets that will continue to serve and delight listeners and followers long into the future. Finding a match that aligns perfectly with your client’s vision is a gift that keeps on giving.

As we mentioned before, Podchaser Pro makes podcast discovery a breeze. So no matter your PR goals, get started by booking a free demo of Podchaser Pro today .