{"id":2476088,"date":"2022-11-07T10:57:33","date_gmt":"2022-11-07T10:57:33","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2476088"},"modified":"2023-01-09T08:42:18","modified_gmt":"2023-01-09T08:42:18","slug":"podcasting-and-what-your-ceo-needs-to-know-about-it","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/pr-tips-trends\/podcasting-and-what-your-ceo-needs-to-know-about-it\/","title":{"rendered":"What Your CEO Needs to Know About Podcasting"},"content":{"rendered":"

\"podcasting\"<\/p>\n

 <\/p>\n

Hosting your own podcast \u2014 or pitching your leader as a guest on other podcasts \u2014 can be a very smart b<\/strong>usiness decision.<\/strong> Podcasting accomplishes three important things. First, it heightens your visibility, allowing you to position both your leader and your organization as authoritative experts in your field. It\u2019s also a great way to showcase interesting work that your organization is doing. And crucially, it allows you to connect with peers, business colleagues, and audiences that your marketing and sales programs have targeted.<\/p>\n

Podcasting has long been an important component of my own communications strategy. My team produces (and I host) the Find Your Dream Job<\/em> podcast<\/a>, a weekly career advice interview show which has now been downloaded more than three million times. In October, we celebrated our seventh anniversary. Over the years, I\u2019ve witnessed the incredible growth of the podcast market. Worldwide, there are nearly half a billion podcast listeners, and here in America, this audience is now \u201cat least as diverse as the U.S. population.<\/a>\u201d In other words, it doesn\u2019t matter who you are: if you have something valuable to say, there are a lot of eager ears out there. And certainly both nonprofit and business leaders have wisdom to share<\/a>.<\/p>\n

There\u2019s also something uniquely intimate about podcasting.<\/strong> When people listen to your podcast, they\u2019re allowing you into their head as they wash the dishes, take a walk, or otherwise spend the quiet parts of their day. It\u2019s an act that both requires, and builds, trust. Written content like this blog post certainly has its purpose. But in my experience, listening to a podcast usually offers a deeper connection than a post, article, or newsletter.\u00a0<\/span><\/p>\n

When I\u2019ve had the chance to meet people who have listened to my podcast, what\u2019s striking is that they already feel like they know me. It\u2019s a powerful \u2014 and valuable \u2014 aspect of the medium.<\/p>\n

This intimacy doesn\u2019t just extend to your audience \u2014 hosting a podcast allows you an excellent opportunity to build or strengthen relationships with your guests.<\/strong> It gives you a good reason to reach out and talk to people, well before the microphone is on.\u00a0 <\/span>Another podcaster once explained it to me like this: when first starting a podcast, you may not have a clear idea of who you want to come on the show. So you\u2019ll ask friends or close professional contacts. And then you\u2019ll ask their friends. And finally, you\u2019ll ask the people you want to know.<\/p>\n

For my weekly podcast, we are strategic about who we ask to participate in the show. We have 51 guest slots to fill every year, and we work hard to connect with HR directors, career coaches, recruiters, and other people who have useful advice for our core audience of job seekers. Over time, these connections have proven invaluable for our business.<\/p>\n

If your organization is considering starting a podcast, it\u2019s important to have metrics for success.<\/strong> There\u2019s a reason why most podcasts don\u2019t last for more than 10-15 episodes. It\u2019s because there is no clear goal in mind. It\u2019s key to know what you want to achieve. So, are you seeking to increase the credibility and visibility of your leader? Broaden your organization\u2019s reach? Build leads? Achieve a policy aim? Do you want to commit to a recurring weekly show, or produce a more limited run?\u00a0 <\/span>Your CEO and the rest of your team should have clear ideas about what you want to accomplish, and also understand the amount of work involved in producing a podcast (or in pitching your leader as a guest on other podcasts). You\u2019ll need to have an editorial calendar, a production schedule, purchase equipment, etc. \u2014 which means it\u2019s got to be part of someone\u2019s job responsibilities.<\/p>\n

In podcasting, the best way to engage and connect with listeners is to understand what they need, and to craft your content around those needs.<\/strong> I\u2019ve heard my own podcast described as \u201ctherapy for job hunters.\u201d Since many of our listeners are people seeking jobs, we try to give them the knowledge they need to navigate what can be a very confusing, opaque, and anxiety-ridden process. One other podcast I particularly admire is the 2Bobs podcast<\/a>, which features two marketing experts. Why is it so good? The hosts address very specific topics and offer practical advice. It\u2019s perfect for someone like me, with a lot of interest in communications. They know their audience, they understand my needs, and because of this I\u2019m happy to tune in when I have 30 minutes to spare.<\/p>\n

Whatever your field, build your podcast around your listeners\u2019 needs, not just around your business goals.<\/p><\/blockquote>\n

This will lead to greater engagement \u2014 and leave both you and your audience more fulfilled.<\/p>","protected":false},"excerpt":{"rendered":"

  Hosting your own podcast \u2014 or pitching your leader as a guest on other podcasts \u2014 can be a very smart business decision. Podcasting accomplishes three important things. First, it heightens your visibility, allowing you to position both your leader and your organization as authoritative experts in your field. It\u2019s also a great way […]<\/p>\n","protected":false},"author":76,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[1572,1594,1581,1272,1296,1459],"tags":[],"coauthors":[1817],"class_list":["post-2476088","post","type-post","status-publish","format-standard","hentry","category-corporate-communications","category-digital-pr","category-online-pr","category-pr-tips-trends","category-public-relations","category-reputation-management"],"acf":[],"yoast_head":"\nWhat Your CEO Needs to Know About Podcasting - PRGN<\/title>\n<meta name=\"description\" content=\"Podcasting is an important component of any communications strategy. 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