The relationship a brand builds with its audience is structured in many stages and requires long and complex work that cannot be encapsulated in a few words or advice.
When it comes to brand awareness, one can consider many assets to position oneself and thus establish oneself as a relevant company in the industry in which one operates, but when we consider the power of PR and in more detail the new media landscape, podcasts are certainly among the most strategic and impactful.
The storytelling that takes place in the context of a podcast allows the more human aspects behind products and services to be revealed in a natural and non-self-referential way, thus highlighting the driving values of a company.
Podcast appearances, however, are not easy to achieve unless you have a proper analysis and selection strategy, for which you need preparation, study, analysis and planning.
So here is a set of tips for finding, choosing, and contacting podcasts that are in line with the set goal.
Getting to know the audience
For example, a software company might be invited to participate in podcasts aimed at developers, UX designers, project managers, product managers, or data scientists.
Therefore, the work of the PR professional(s) is critical in conducting in-depth research on the podcast being selected.
Ask yourself, for example:
- who the target audience is
- what are the demographics
- how many members he has
(This information can be obtained by contacting the podcast host directly or by conducting targeted research.)
The case of Giacomo Spazzini interviewed for Office of Cards.
We proposed the podcast Office of Cards to our client Giacomo Spazzini, founder of GS LOFT and an entrepreneur, investor and coach with more than 13 years of experience in the wellness and longevity industry, to reinforce his role as a businessman and figurehead in his industry. This podcast, in fact, represents one of the main in-depth spaces in Italy dedicated to recounting the successful careers of leading figures in the Italian market. Created and hosted by Davide Cervellin, Office of Cards stands out its format focused on interviews with top managers who have reached the top of their careers. Guests share their stories, key moments in their journey, and the secrets that led them to entrepreneurial success. We felt that this mode of storytelling was particularly in line with Spazzini's persona, allowing him to share his experience and innovative approach in the world of business and wellness.
[Example by Angela Suriano]
Customizing the message
After identifying the channel and consequently the audience, it is crucial to build a narrative in line with its interests.
To achieve this, it can be helpful to delve into previous episodes of the podcast, identify topics guests tend to focus on, and how they interact with listeners.
Some shows highlight their best episodes on their podcasting sites or platforms, which can help identify the most impactful guests, most popular topics, and elements that contribute to a successful appearance.
A PR professional who wants to pitch a client of his or her own within the programming of a podcast needs to construct the content (e.g., media pitch) that will attract the host's attention and, subsequently, once "approval" has been obtained, needs to align with her/him on the possible questions and mode of the interview so that she/he arrives prepared for the recording and gets the most out of the story.
Some podcasts are more spontaneous, while others may have a list of questions ready, and to make the host's task easier, you can also provide questions for the host to ask.
Moving beyond the "institutional" narrative“
The podcast is the perfect opportunity to liberate oneself and go beyond the usual more institutional and commercial narratives: it is a context where more personal stories can be told, even difficulties and downfalls can be shared, thus more "human" aspects of the company that allow to build a more authentic relationship with the listener, who can identify with and thus more easily recognize himself or herself in the brand.
In telling the story, it is therefore important not to be self-referential or exploit the space as a sales channel, because the result would be counterproductive.
The case of Francesco Zaccariello interviewed for Made IT
Our client Francesco Zaccariello was featured in the podcast "Made IT - Italian Success Stories" to tell about his visionary idea that led him to create a large enterprise in the Italian pharmaceutical ecommerce sector. Made it is a podcast in which Inès Makula and Camilla Scassellati Sforzolini explore the world of startups and Venture Capital by telling the success stories of founders and investors who, after facing obstacles and failures, have achieved incredible goals. They include Zaccariello, current Managing Director of Atida eFarma Italy, who in 2013 founded eFarma, an Italian e-commerce of pharmaceutical products, later sold in 2021 to European giant Atida.
[Example by Benedetta Marangon]
Offering listeners an exclusive or in-depth feature
One way to capture listeners' attention-and get them attached to the brand-is to offer them something special.
It could be a sneak peek or unreleased detail about the company, thus creating less of a disconnect between brand and audience. Or it could be an in-depth look at a topic or industry in which you operate, to reinforce an even more vertical positioning. This not only increases brand recognition, but also enhances the host's reputation.
The work of a PR professional is again a key support in accompanying the company in an authentic yet strategic narrative.
Offering the audience one's reading of a topical phenomenon, explaining how that event will impact the consumer, and making predictions about the future of an industry after that happening is one of the most effective strategies for strengthening a company's brand awareness, credibility, and reputation.
The case of Christian Miccoli interviewed for the Il Sole 24 Ore Crypto Podcast.
It is to achieve this goal that we proposed to Vito Lops, financial journalist and author of the Il Sole 24 Ore Crypto Podcast, to interview Christian Miccoli, CEO of Conio, the fintech that launched the first multi-signature wallet in Italy. The topic? The trade war started by Trump with the first tariffs that has also affected the cryptocurrency sector, the reference industry of the reality in question. The podcast aims to tell the story of the world of digital assets in simple words and to educate on the topic each week with the help of key players in the crypto economy. In his talk, Miccoli explained the dynamics of Bitcoin's volatility, but he focused mainly on recent developments in the sector by delving into the concept of a store of value and identifying tokenization as a trend that is destined to revolutionize our access to services as well. The entrepreneur thus provided valuable insights into interpreting the transformations taking place, allaying the uncertainties of those who witnessed the collapse and the disappointment of those who see memecoins as a threat to market credibility.
[Example by Micaela Longo]
Participating in a podcast allows brands to connect with an engaged audience interested in getting to know them better. Therefore, when this opportunity arises, it is essential to "use" it to the fullest with the right preparation.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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