Podcasts and PR: The New Way of Controlling Your Message

Public relations serves as one of the most important factors for a brand to focus on when trying to maintain their brand image and identity. However, the realm of PR is rapidly changing and evolving, with the lines that separate PR from marketing and thought leadership becoming increasingly blurry and vague. 

Podcasts can, (and in our opinion should!), serve as the new form of PR delivery for your brand. By creating a branded podcast, you’ll create a space for your followers to learn more about you as a brand as well as using the content you already have to generate press interest. 

Here’s why podcasts need to become a part of your PR strategy.

Podcasts increase brand awareness

More and more brands are turning to podcasts to reach their target audiences in an innovative and creative way. The House of Commons’ Committee Corridor, Sephora’s #LipStories, Red Bull’s Basement Sessions, and Gatorade’s The Secret to Victory all fall into this category of popular organisations with equally popular podcasts. Each of these shows get directly into their audiences ears through storytelling that finds creative ways to engage with their consumers. 

Podcasts allow you to cut out the PR middleman

Podcasts also give brands complete control of their messaging without the need for sending out mass press releases. With a podcast, you’re in control of the content and messaging of each episode. You can also release them on their own if you have the resources to do so (and if they need a little help, Message Heard is here to provide a helping hand!) 

Podcasts are flexible

The podcast for your brand doesn’t need to always run for a specific number of episodes, and the running time can be as long or as short as you’d like. The Secret to Victory was a six-part series,while #LipStories ran for two seasons. There is a lot of flexibility in podcasting, making it one of the easier ways of accessing your current and new customers, while also keeping it interesting and engaging for the people working on it.

Podcasts go hand in hand with traditional PR methods

We’re all familiar with those viral clips of celebrities on shows such as ‘Diary of a CEO’ and there’s no reason why you can’t use your branded podcast to make a splash online. Taking key quotes from prominent guests and turning them into press releases is a sure fire way to make sure both your brand and your podcast make the news.

Podcasts maintain your brand’s image

The aforementioned branded podcasts are all viewed as podcasts that serve as reflections of the brand's image, which is an important need for brands who want to get into the podcasting space: your brand must correlate and align with the podcast in every way possible. This consistency is a critical part in customer acquisition and retention. 

Uniformity isn’t always a good thing, but in this case, it definitely is worth paying attention to for the sake of your brand. Keeping things on-brand for your podcast will help maintain the brand image through the podcast.

Podcasts can humanise your brand

A voice associated with an organisation can become the brand’s public image through the use of podcasts as well. This can make an individual feel more connected to a brand, and will most likely inspire them to engage with the brand if they feel this form of connection and personal tie. 

Ultimately, a podcast can humanise your brand and make your brand feel more personal and serves as an extension of your brand’s identity. Podcasts have the incredible power to elevate a brand’s status and position them as something other than just a company that's working to make a profit. 

Are you convinced yet and want to get started on your own brand’s podcast with MessageHeard? Get in touch today. We are here to get your message heard and we can help with many aspects of your next great podcast project.

How to Market Your Podcast: Your Perfect Launch Checklist

It’s not a secret that we think podcasts can elevate you and your brand to the next level. Starting a podcast is an exciting way to tell a story. But telling your story isn’t done once you’ve finalised your edits or posted the podcast to the world. You then have to tell the world that your story exists! Marketing gets your story out there, and will help drive the benefits of starting a podcast in the first place.  

So, how can you start pulling together your ideal marketing plan for your new podcast? Let’s explore. 

How to launch your podcast

Align your podcast content with your wider marketing strategy  

A podcast can form a powerful part of a larger marketing strategy. And if you have a larger marketing plan, then your podcast should aim to align with your overall goals. Your podcast content is the first thing to consider – how do the guests or themes align with your wider audience? Communicate this with your producer. Here are a few questions to ask yourself to ensure that you attract the biggest audience possible with your marketing efforts: 

• Is my podcast catering to the right demographic? Does the content meet their need? 

• Are my guests influential in the space I’m in (industry, subject area, etc)? 

• Does my content offer something new in the space? 

• Can I reuse the content I share by creating other content and sharing it online? 

• Is the podcast host an advocate for the podcast online? (Do they share the podcast, and get excited about telling people about it?) 

• Are there potential events that could be generated or joined in alignment with the podcast’s subject area?  

Key takeaway? Keep your podcast on target with your wider business goals and allow this to help your podcast strategy unfold. A podcast can elevate every other part of your existing marketing. 

Leverage social media  

Social media is always going to form a really important part of your podcast marketing strategy. We always encourage the use of audiograms, to provide potential listeners with a taste of your podcast – creating short teasers in this way can be really powerful for reshares too. We recommend: 

• Try multiple formats and platforms for sharing the news about your podcast. This should align with the demographic target of your podcast – many younger users are more commonly found on TikTok than Facebook, for instance. If you’re targeting other businesses or professionals, LinkedIn is a great platform to try. So it makes sense to use the platforms that make the most sense for your podcast.  

• Sending out the audiograms to your podcast guests ahead of pushing the podcast live, and asking them to share social media posts when they do go live. You might consider creating a template for them with an example post and any relevant links, to make it easier for them to spread the word on your behalf.  

• Make sure you always tag the relevant guests, companies and/or organizations who are featured in the particular episode you are releasing.  

• Schedule your promotion at appropriate times when you know your audience is the most active and engaged. 

• Make sure to engage with your audiences if anyone does comment, shares or likes the post you put out.  

• Always use a universal link for the podcast, so that listeners can open the episode in their favourite app or browser. You can use a tool like PodFollow or PodLink to generate this.   

Key takeaway? Sharing podcast content and audiograms can provide great content for your social presence – and do a lot to help your podcast get discovered by a wider and more varied audience.  

If you’re looking for tailor-made insight into how to market your podcast, get in touch with us today to find out more.

Start fostering a community 

Forming a community around your podcast can do a lot to help encourage engagement. Though you can form this around a more general social media presence if you have the capacity, a Discord group, Patreon or dedicated Facebook group can do a lot to help build a more active community around your show. Here are the potential benefits: 

• Giving your audience a place they can discuss the show 

• Opportunities to put forward questions or polls to help get audience input or feedback on episodes 

• Greater insight into who is listening  

• Greater insight into what gaps you could fill with upcoming episodes of your content 

Key takeaway? Community fosters engagement. By dedicating space to your listeners, they can feel part of the process – and give you important feedback to make your podcast even better! They also become podcast advocates.   

Use paid advertising 

If you have some budget behind your podcast, paid ads can provide a real push. Our audio ad promotion plans can help ensure that listeners are directed to your series courtesy of some of the world’s most loved shows from around the world. We send you a list of shows that are curated to align with your podcast and its audience, and together we would decide on the ideal places to advertise your show.  

Audio ads that we create are made with our in-house team of expert podcast producers who can reach your perfect audience via podcast distributors. We usually run campaigns to deliver between 388,888 to a million impressions. After the campaign, we provide detailed analytics to review the impact of your ads. To give you a feel for what our audio ads are like as well, you can have a listen to previous campaigns and possibilities.   

• Sponsored ads: For these, we provide a list of podcasts within the same space as your podcast, and organise with the hosts of popular podcasts to give your podcast a recommendation during their airtime!  It’s a great way to build trust with a new audience, growing your following by leveraging the established trust these hosts have with their own audience. It’s like getting a recommendation from a friend.  
   
  
  

Key takeaway? Ads can provide a solid push in the right direction – but they have to be done thoughtfully and with expert understanding to be really effective. Learn more about how we can help you with this here.  

With a well-rounded marketing plan dedicated to your podcast, you can ensure that your story is heard by the right people. Discover your future fan base today and maximise the power of a story well told. And remember: We’re here to help your story find its fans! Get in touch with us today to find out more about how you can take your podcasting marketing a step further towards success.   

Your One-Stop Guide to Recording Your Podcast Remotely

After the pandemic, organising podcast recordings from the comfort of your own home has become the norm. Some of your favourite podcasts might even be recorded under a stuffy blanket or in a cramped closet.

So what do you need to think about when recording a podcast from home? Here are some of our tips for making sure that your makeshift podcast setup is still able to impress and engage audiences.

Getting the perfect audio from home

Sound quality is more important than you think. We’ve written before about how important good audio is.

In fact, a study from 2018 by USC and the Australian National University shows that bad audio can even lower the credibility of your podcast.

So if you are producing a branded podcast – or a podcast where it’s important to build trust and authority in a certain field –  make sure you have quality audio.

Don’t skimp on high-quality gear. For crisp audio, you’re going to want to invest in a high-quality microphone. On the lower end of the price scale are microphones for about 80 pounds, whereas good microphones can cost anywhere upwards of 400 pounds.

The right environment is also important. Sitting in an echoey room is detrimental to audio quality. There is a reason podcast hosts record from inside closets or under blankets. You want to avoid hard surfaces and empty space to minimise as much echo as possible.

Once you’ve honed your sound, you can expect listeners to slowly start growing.

 

Want to record your podcast with professional gear, a producer and zero hassle?

We got you.

We can take care of the whole thing and leave you with the best audio-quality podcast possible.

How to record a podcast from different locations

Recording with a co-host

If you are creating a podcast, you might want to consider getting a co-host. For casual, conversational podcasts, the friendly co-host dynamic can make listeners feel like they are a part of the podcast friendship (what listener doesn’t appreciate a para-social podcast relationship?). 

For informative podcasts, having a co-host is a great mechanism to pose questions and provide answers in a way that sounds natural.

Also, hearing two voices helps add variation and makes the podcast more interesting from an audio perspective, which can draw listeners in as a result. 

But difficulties might arrive. When recording a podcast from 2 locations, make sure that you have properly planned the recording.

If you have especially good chemistry, it can be easy to speak over each other enthusiastically when you’re sitting in two separate locations. Establish rules about making sure to let someone finish their sentence – your producer will be thankful for it.

Make sure both hosts have put in the work. It’s important to make sure that both parties have planned the recording and gone through the planned episode you’re about to record beforehand – even if the podcast is not scripted. This will help you stay on track and save your producer lots of editing time in the long run.

Make sure that you have all the tech gear set up, and do a soundcheck before you get going. Of course, a lot of this is up to the producer. You can read more about all the things for a producer to keep in mind in our Producer’s Checklist post.

Recording with a guest

Make it easy for your guest. If you are recording with a guest in a separate location, make sure that they have technology that will work easily for them, using the apps and devices that they might already have at home.

While it’s always good to tell them to record the conversation on their end, the internet can always be spotty, you don’t want to rely fully on their audio recordings.

Always make sure you have a backup, and a way to retrieve the recording even if the internet fails you, or if you have a flaky guest who has stopped responding to your calls.

Consider their safety. If you have an interviewee who is sharing confidential information, use end-to-end encrypted messaging platforms to share information.

Scheduling

Make a schedule – and stick to it! Make sure to factor the time difference if there is any, and always call a little earlier to set up the gear.

For interviewees, give them a certain time to choose from for the recording, and send a reminder a day beforehand to make sure that they remember.

Of course, once the podcast is made, you want people to listen to it. Message Heard can help you level up your podcast and get it to reach your target audience.

And if you’re fed up recording under a hot blanket and editing your own show, the Production packages are a great way to make sure your podcast has flawless production.

Want to work with us?

Reach out via contact@messageheard.com with your ideas and questions!

Should You Pay to Make Your Podcast?

Are podcasting services worth it?! It’s a great question.

According to Sounds Profitable, there are around 2 million podcasts out there – and that number is growing! With this, there is also a growing number of podcast fans. The desire to create your own podcast for your brand might be greater than ever, too.

The world is changing, and it often feels unstable, but smart businesses are investing in marketing that will make their customers stick around – no matter what. And podcasting is just that.

But, there are a lot of things to consider before you start recording. This is why we don’t encourage you to just grab a mic, set up in your kitchen, and start recording – the quality, narrative and overall experience will suffer.  So, if you are wondering whether paying for podcasting services is going to be worthwhile, here are a few more questions to help shine a light on the importance of making your podcast the very best that it can be.

Question 1: Who is your podcast for? What purpose does it serve?

Is it for your friends? Or for potential clients? While there’s a stereotype about podcasts being a few people having a chat, this is only one way of thinking about the craft of podcasting – one that serves friends more than it does potential clients.

Podcasts that resonate beyond a friendship circle often do so because they are easy to follow, they provide value or insight into a topic, and therefore aren’t totally off the cuff. They’re a cultivated conversation – and they can take a variety of other formats. A conversation is just one option. So the first question to determine is who the intended audience is, and the purpose behind your potential podcast.

Professionals trying to speak to other professionals, or hoping to engage potential clients, need to give the right impression. You need to create a lasting relationship with your clients. And you know what they say: you only get one chance to make a good first impression! Ensure that yours meets your offering and level of expertise by cultivating the right quality. Podcasting is an extension of your brand identity – it is your brand’s voice. Make sure you cultivate an identity people want to engage with time and time again.

Question 2: What quality level does the podcast need to meet?

Following on from this, quality becomes the key to unlocking the right tone. This is because we can all tell when a podcast has been recorded in someone’s kitchen – it will be echoey, low quality, there might be background noise, and so on. None of this screams ‘quality’!

Quality comes from having the right equipment and knowledge. But investing in all your equipment upfront is a cost, and it’s hard to recreate a quality-controlled environment if you’ve never had one before. Doing this yourself isn’t as straightforward as it seems, and professional podcasting as a service means your gear is sorted for you – not just mics and headphones, but editing and mixing, too!

The quality of podcasts out there is only getting better all the time. Audio quality can be a big factor in whether people listen to the entirety of an episode or not. It’s a steep learning curve – and this takes time and money to do yourself.

 

Do you need help with making your podcast the absolute best that it can be?

Check out our podcasting services to get started on the right foot.

Question 3: What is your budget?

We have written before about budgeting. Budgeting a podcast can be tricky and require buy in from stakeholders if you really want to make your podcast a success. But ‘cost’ can come in a few different ways – what would be the cost of a podcast that doesn’t sound great? Or a podcast that just never finds an audience? How much time will you spend creating something that doesn’t quite work?

Time, equipment and knowledge all come together to make for a great outcome. While you might be willing to front the cost of a lot of fancy equipment, the execution and expertise of using this is a time-consuming and costly factor to overcome.

You may think you saved money by cutting some corners, but no DIY project is ever really free. A professional editor can make the recording and editing of your podcast easy so that you can focus on the more important part of the process – finding great stories to tell and speaking with your audience.

Question 4: What are you hoping to achieve with a podcast?

We believe in the power of a podcast to do big things for your brand. According to the Australian Radio Network’s Neuro Lab, listeners experience a 134% uplift in memory for audio content, when this is delivered across two or more listening channels (like radio and podcasts, for instance). This means that relying only on one format really puts your brand at a disadvantage.

So, what are you hoping to achieve? What are your goals? And how serious are you about reaching them?

Once you have created a podcast, the hardest part of the project will be to get it out there into the world, in front of the right listeners. This can involve transcribing your podcast, creating audiograms, the right descriptions, and much more. These parts of the process aren’t usually the ones you might think about in the excitement of creating something new – but without them, the goals of your podcast will be hard to meet.

If marketing your podcast is sounding like a lot of extra work, we can help!

Find out more about our marketing services.

A podcast might seem like just another way of marketing a product or service, but it can also be a lot more. With the right help in creating and marketing your podcast, the right people will hear it and you will grow your network, your community, the trust and awareness of your brand, and make sure people stay loyal to your brand.

Reach new demographics, new clients and new listeners by engaging professional podcasting help.

Want to work with us?

Reach out via contact@messageheard.com with your ideas and questions!

5 Steps to Getting the Most Out of Your Podcast Interviews

Are you having a guest on your podcast for the first time or just wondering how you can give your guests the best possible podcast-recording experience?

We got you. Here is 5-step guide to getting the most out of your interview with a guest…

Step 1:  Establish a relationship

Building a rapport with your podcast guest before they appear on your show can be hugely beneficial. Establishing this relationship will make your discussions flow naturally during recording, and perhaps even allow for them to provide you with more intimate details.

How can you do this? Have a few meetings beforehand, where nothing is recorded, to eliminate any first-encounter nerves!

Step 2: Ensure you are representing your guest responsibly

It’s important you are aware of your responsibility as the host of your podcast, especially in representing your guest.

This can be ensured by first following Step 1 and then making sure you let your guest correct themselves if they wish to do so. You want to create an open and welcoming environment so more guests want to take part in your podcast!

Do you like this advice? You might also like... The 5 ways to grow your podcast in 2022.

Step 3: Provide an opportunity for self-promotion

As a show of thanks for having an individual come and feature on your podcast, giving them an opportunity to promote their own current endeavours is a great way to show your gratitude. It’s simple — this way, you are both benefiting from the arrangement!

Also, your guest will then also be more likely to spend their time recording with you, if they get to say their piece, too.

Step 4:  Utilise open questions, and let your guest use them too

Open questions allow for a much smoother conversation and can prevent any discomfort when recording. So, questions that will only give you a ‘yes’ or a ‘no’ response should be avoided; your listener will be able to tell if you have had to edit a lot out.

Depending on the theme of your podcast, having a guest speaker on will either take the form of an interview or a casual conversation. If yours is the latter, let your guest ask you questions too! Your listeners will only appreciate a greater understanding of their favourite podcast host.

Do you want us to help you with your podcast?

Check out our production services to get started!

Step 5: Promote, promote, promote

With the added influence of your guest, this provides an opportunity for a larger audience to be at the receiving end of your promotion. Furthering your reach in this way will help grow your podcast. If your guest has a different kind of audience to your podcast’s listenership, optimising your guest’s capabilities could expose your show to an entirely new demographic, too!

Think big and feature your guest heavily in all of your promotion, including tagging them on social media where their fanbase might see them.

If you want to more about podcasting for your brand, check out our other blogs…

And if you are curious about working with us, reach out or email us at contact@messageheard.com

Should You Convert Your Blog into a Podcast?

Branded podcasts are on the rise. Not just terms of active listeners, but also in the number of shows being created and shared. Currently, 6.5 million adults in the UK are listening to at least one podcast a week. This means that if you’ve been sticking to blogging up until now, you might be missing out on one of the best ways to tell the world about your brand or business – podcasting.

But is it as simple as turning your blog into a podcast series? And what would this involve? In this article, we unpack what you need to know to ensure a smooth transition blogging to audio.

5 top reasons to convert your blog into a podcast

 

1.     Repurpose for smart and efficient content production

If you’ve already got your content production down in words, you’ve got the material you need to get started. Why not make more of your knowledge and insight, and repurpose? It’s an efficient way to take your content and stretch it further.

Using existing blog posts as a basis for a podcast comes with a few caveats, but it can be a great way to start fielding ideas that you know your audience is interested in. It’s also a great way to get more engagement from your existing content as research show that 80% of listeners will complete an entire episode, or most of an episode. This means that if you’re struggling to get readers to the end of an article, it could be a good alternative.

2.     Expand your audience in new directions

Appealing to a wide range of people means tapping into different channels to reach them. By the end of 2025, it’s predicted that there will be over 144 million monthly podcast listeners in the US, with an average listening time of 23 minutes a day.

Listeners are diverse, but almost half of all listeners in the US are under 35 years old. This is great news if you’re looking to target a younger audience. Equally, half of all listeners have a full-time job and an income between US$100-150k. They have the purchasing power to really make an impact on your business.

3.     Increase brand recognition and accessibility

While blogging is straightforward, it’s only one way of telling the world about your brand. Not only is audio more accessible for many who may not have the time or desire to read through long texts online, but it also adds a far more personal touch. When we hear a voice, we have an opportunity to connect in a more friendly, intimate way. Personalise your brand’s offering through a branded podcast that will create opportunities for your audience to really get to know the people behind the name.

Many podcast listeners also enjoy their favourite episodes while doing other tasks – like commuting, or household chores. Podcasts are easy to listen to while completing other tasks and are totally portable, making them a great medium to improve the accessibility of your message. Offer your audience a branded podcast that fits in with their everyday life. 

4.     Explore new storytelling possibilities

While a blog can be easy to access and create, there’s only so much you can do when it comes to telling your brand’s story in words. What new storytelling options might you unlock with a podcast?

With a variety of formats and genres out there, branded podcasts open up space to consider what new stories you’ve got to offer the world. We’ve talked before about the various formats you might consider for your branded podcast – including the solocast, the documentary, the interview and even the fictionalised podcast. There are no limits to the creativity you can use to share memorable stories.

5.     Create more memorable content

And speaking of memorable, did you know that audio is 36% more memorable than video? This means that investing in audio can offer a far more memorable message for your listener, over investing in other media. If you’re wanting to send a message to your audience that will stick with them, turning your blog into a podcast can be a great way to go.

The sticking points: What to be aware of when converting your blog into a branded podcast

Keep it professional

Because of the sheer number of podcasts out there, anything that doesn’t sound slick and put-together is going to stand out – for all the wrong reasons. A third of listeners will stop listening if they detect a podcast is low quality. That means there’s no room for bad sound quality, dodgy editing or disjointed episode structures.

An experienced producer can make all the difference. We have the knowledge to ensure your podcast passes the quality test.

Take a look at our branded podcast production packages to find out more about how we can help give you a consistent, quality result in audio format.

Know the medium

If you’ve never made a podcast before, you might struggle to create something that really maximises the medium. While your audience might be excited by the pivot, podcasts and blogs appeal to different people in different ways. In other words, you can’t just read out your blogs and call it a podcast!

If you have tried to dabble in podcasting from a blog already, but are noticing that your output isn’t quite translating, you might not be maximising the new medium.

Our Power Up package is here to offer your branded podcast the boost it needs to really make sure it reaches your audience in the right way.

All in all, we’re biased when it comes to the power of the podcast – but the stats are here to back us up! Though podcasting is an effective medium for telling your brand’s story, it’s also a crowded marketplace.

Make sure your podcast stands out from the crowd with the right production, strategy, and delivery methods in place.

Get in touch to learn more about how we can help turn that blog into a whole new listener experience.

FAQ: How Long Should My Podcast Be?

Welcome to the second in our FAQ series where we lay out simple, practical guides to the most commonly asked questions from our podcast production clients.

Question: How long should my podcast be?

Answer: As long as it is good!

As simplistic as this may sound, the truth is that there isn’t a magic number to hit or a particular length that will transform your podcast into a success. However, there are some simple questions you can ask to help you figure out exactly what the optimum length should be for your podcast. In this article, we share those questions to help you get closer to hitting the right podcast duration!

What is the industry standard? 

While there’s no silver bullet, there are some helpful industry standards that can help you set some benchmarks and inform the choices you make going forward. Those industry standards are that:

1. The average length of a podcast episode is 36 minutes and 34 seconds as reported by Pacific Content in 2019

2. The majority of podcast episodes out there are between 20 - 40 minutes according to Buzzsprout

3. As of 2019, podcast episodes are only getting shorter, not longer!

While these can be good to note, there are plenty of successful podcasts of all shapes and sizes out there that flout the rules. There are ultra-short podcasts like The Best Advice Show, right up to marathon listens like Hardcore History, whose latest episode runs for over 5 and a half hours! One of the most successful podcasts out there, the Joe Rogan Experience, has an average run time of over 2 and a half hours.

So, what makes these shows work? Their runtime is both purposeful and intentional. This is the secret to a balanced episode length that gives your audience just the right amount of listening time. Now, let’s go into more detail about how you can determine a purposeful and intentional runtime for your own podcast episodes. 

Best practices when determining your runtime

Question 1: When will people be listening? How much time will they have in that context?

In other words, is your podcast perfect for a 5-minute breather in the middle of the day, for a commute, or is it better for a long drive? Consider the location and timing of the listener. Think about when and where your listener is likely to want to listen to your podcast episodes, and use this to determine a few benchmarks. 

Question 2: Is it about the journey or the take-away for the listener? 

This is about the purpose behind your podcast. What outcome do you want for the listener? If it is about giving them key information or a takeaway in a digestible way, you might consider a shorter run time. If it is more about the unfolding of a story and the journey through that story, you might need more time to unpack things. 

Question 3: How much budget do you have? 

Naturally enough, longer run times mean higher production costs. Take for example things like studio rental, edit time, and the cost of having a producer on board during the recording. For more insight into budgeting your podcast, take a look here.  

Question 4: How much time does the host have for recording and prep? 

Another important practical point: If your host has other commitments, consider how best to use their time. If they are tight on availability, it is better to spend time preparing than recording aimlessly for 3 hours. Be aware of how much prep is likely to be needed, how much time they’ll have to put in, and then how much time you have to record. This will all impact just how much can go into a final episode edit. 

Question 5: Does your host sound better with more space or tightened up? 

Some presenters sound better when they are given the space to ad-lib and go off-script - they might want to exert their creativity, and may benefit when given space to play. 

Others excel when delivering within firmer guidelines - including some scripted parts, or even if they simply know there’s a limit on available time. The former may mean you need a longer run time to really get the most out of this host. 

Question 6: How long has your podcast existed?

It’s worth noting that most successful podcasts that are longer than one hour per episode have been around for a long time, too. So, as a rule of thumb, we don’t suggest going for over one hour of runtime, unless there is a really specific, intentional reason to do so. 

Having said this, we do also suggest that you think creatively about how to make every second of your podcast really count. You may need to build up to longer episodes with more of an audience and budget behind you, or this may never really be necessary. Consider the value of every moment that goes into that final cut!

There you have it - some clear questions you can use to determine how long to make your podcast. If you’re still not sure or are looking for a second opinion on maximising the value of each episode, Message Heard can help. Get in touch with us at contact@messageheard.com or by clicking here.

The Ultimate Podcast Producer Checklist

Your guide to everything your producer is thinking about during a recording. Spoiler: pressing record is just the start…

Our clients often tell us that they have a lot of anxiety around the workflow of a podcast production. We totally get that! You’ve never done this before. 

Think of it this way, just like you get to work and check your to do list, our producers have their own little checklist. 

Remember: Their number one job priority is making you and your podcast sound good! 

To alleviate some of your concerns, we’re going to give you a sneak peek about the things they are thinking about so that you don’t have to!

The Producers Checklist

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

• Do you sound good? 

  • We make sure that the mic is set up and working fine. We also guide the wider set-up to make sure you are sounding your best. 

• Is your energy up?

  • The mic and producer pick up what you don’t. Authoritative, enthusiastic, conversational - whatever energy you are going for, the producer will be looking for this throughout the performance and giving you prompts when needed. 

• Are we recording! 

  • Gotta have that one. 

• Is the guest all set-up and ready to go? 

  • Where applicable, the producer will also be checking in on all of these points for your guest also. 

• Are you sticking to the script and hitting the key points you’ve planned for? 

  • It can be easy to lose sight of this when you are in the hosting seat - the producer will be across this and guide the conversation when needed. 

• Are they going off-script or ad-libbing? 

  • This can be great - but the producer needs to make sure you are staying on message!

• Are you saying the right words and the correct words? 

  • These sorts of slips are really tricky - and sometimes impossible - to fix in the edit!

• Are you speaking clearly and explaining yourself well for your listening audience?

  • This is crucial. Your producer acts as the listener’s proxy whilst you are recording. They will be listening out for comments that need expanding upon or to be made clearer, like industry jargon or unfamiliar acronyms. 

• Should you ask any additional questions for clarity or rephrase?

  • A second opinion is always helpful, isn’t it? Again, your producer is representing the listener during the recording - they will be able to catch anything missing. 

• Did you capture the recording?

  • VERY crucial.

As the host or guest, recording is your time to enjoy and have fun. The hard bit was done in the prep… and the rest… your producer is in charge of. 

If you are interested in working with a podcast producer to level up your podcast, get in touch contact@messageheard.com.

Podcast Partnerships: Building your Network with Podcast Guests

How to make the right first impression, nail your outreach and make your podcast as impactful as possible.

When creating a podcast for your brand or business, setting good metrics for success is an essential part of planning a great podcast. While it is easy to look at downloads and number of listens that you might receive, branded podcasts can have another form of ROI - the relationships you build as a result of great guests! 

If the goal of your podcast is to build B2B relationships, we would argue that this is much more important than the number of downloads you receive, as it’s an opportunity to start deep and meaningful conversations with organisations that you want to connect with in your space. This makes for much deeper engagement than a short chat at a conference or watching a presentation.

In the words of our client Ash Read, Head of Content at Buffer:

"Podcasting is a great way to build relationships and partnerships with influential individuals and brands within your niche… the relationships built from podcasting can be beneficial over the long-term. There are guests we've had on our podcast years ago that I still connect with regularly today and brands we initially partnered with for audio projects that we've now collaborated with on multiple projects."

As Ash says, there can be a number of untold benefits - and not just for your podcast, but across your business. You never know what future projects you might collaborate on, knowledge you might share or new business you might pull in, just from having the right guest on your podcast.

However, we know that securing these sorts of impactful guests remains one of the biggest concerns for our clients. In almost every project, there are anxieties around attracting high quality guests from target organisations, especially if there is no existing relationship. But - with the right approach, this shouldn’t be a concern. 

In this post we will lay out key considerations of how to attract the sort of guests you want and give you an email structure to start your outreach.

 In this article, we explore:

1. The qualities that will attract the right guests

2. A structure for starting your outreach

Qualities that attract great guests

Here are some of the qualities we’ve seen that will help attract impactful guests onto your podcast:

1. A compelling format

This is often overlooked when reaching out to guests. However, the concept or format of your podcast is key to attracting quality guests. A simple, meaty structure that compels an audience will also allow guests to really envisage their contribution. An unstructured interview can feel overwhelming or like a waste of time - the individual may feel they aren’t able to contribute deep or meaningful insights. 

For example, in our latest project with Hays, the concept is in the name of the podcast: ‘How did you get that job?’. Combining the personal and professional, we were able to attract high level guests like Shailvi Wakhlu, Director of Data at Strava and Adam Spearing, Field Chief Technology Officer at Salesforce. Future guests come from organisations like the Met Office, Google and Blizzard Entertainment. 

2. Clear alignment of goals

While inviting a guest from a target organisation shouldn’t be the only reason to invite them on, it is a powerful win/win to include guests who both align with the business partnership goals, and who have a lot to say about the topics of your podcasts. 

We suggest making a list of organisations you would be interested in speaking too but not letting that list bind you too much - if they aren’t the right voice, don’t compromise on quality. Ash from Buffer explains this balance: “Whenever we put together a new podcast series, we're always thinking about how guests can help us to tell the stories we want to tell and also help us to reach the right audiences”.

3. Having your research ready 

Why do you want to speak to this person specifically about this topic? It’s important to do your research in order to lay this reasoning out in your initial communications with them. Let them know why you chose them - and this isn’t about flattery, it's about convincing them they are the best person for the job. 

This ties in with making sure that you are inviting the guest on for the right reasons - are they the most qualified in the space? Have they led an inspiring project or published some key through leadership? You want relevant, exciting voices who will add something new to the conversation. 

4. Being clear and concise

Be direct and upfront about what you are asking from busy people. There’s no point hedging to make it seem less of a commitment - this will only come back to bite you in the back later! 

Be clear and let them know exactly how long the recording is, any prep they will need to do, and whether they will need to do a soundcheck or complete any other technical tasks. 

How to structure your guest outreach

Here is a starter for 10 to help you construct clear emails to your ideal guests. Follow these steps for a concise approach to your potential guest. After all, people are busy and don't have time to read essays. As our Head of Production Sandra Ferrari says: “Address concerns in points not prose.” Here’s how to get it done:

Step One: Write a direct and polite introduction 

This can be obvious and simple. For example: 

I hope you are doing well, I’m [NAME and JOB TITLE]. I’m writing to invite you to guest on the [BRAND NAME] podcast, [PODCAST NAME]. 

Step Two: Include your overview

Give a succinct overview of what the episode will cover and why they are the only guest for the job. For instance: 

In the episode we are looking to cover [TOPIC] and would love to hear your perspective because [DETAIL WHY] .

Step Three: Give them the background in brief

Quickly summarise why they should want to come on your podcast - this might be because of the host, listener numbers, other guests you have interviewed in the past or press you have received. Make sure to include a link to past episodes if you have them. For example:  

[PODCAST NAME] is hosted by the experienced, [NAME,] who has interviewed executives at the likes of [INFLUENTIAL COMPANIES X,Y and Z] in previous episodes. 

Step Four: Clarify the ask

Detail the time commitment required and try to preempt any anxieties they may have about the practicalities of recording. For example: 

If you would like to join us for this interview, we would need:

• An hour of your time for the interview

• 15 minutes a few days before for a quick sound check. 

• Plus any time you would need to prepare against the discussion points we would share with you beforehand. 

In terms of the recording, it will be fully remote and we will provide a microphone and full technical support to make sure you sound great. 

Step Five: Leave a good impression in your sign off

Take the opportunity to sign off optimistically and leave a good impression behind you. Leave the door open for any clarifications or questions they may require. For example: 

We really hope you can join us for this interview, your perspective would be a really valuable one to add to the discussion in the space. Let me know if you would like to have a short call or have any questions about the process. 

Here’s an extra tip: Don’t be afraid to chase up (politely!). People are busy and things do get missed in inboxes, so it’s okay to follow up in a friendly manner - just be sure to give the person a little bit of time to reply of their own accord. 

And hey, we know that booking high quality guests is hard and time-consuming work, so if you don't want to do this, Message Heard producers take care of the chase for you! Get in touch with us at contact@messageheard.com.

The Best Podcast Newsletters

Since I started in this industry nearly three years ago, podcast newsletters have been an incredible resource to help me understand the fast-moving podcast landscape.

There are a lot of options out there when it comes to deciding what to subscribe to, so we’ve created a resource to help discover and compare podcast newsletters. Whether you want to learn more about the industry, find a job or develop your craft, we’ve got a newsletter for you!

You can find a spreadsheet here which provides an at a glance look at what newsletters you should subscribe to if you are looking for: 

• Industry News and Analysis

• Job Listings

• Podcast Recommendations

• Creativity and Craft Advice 

• Career Advice

We also go into more detail below about what you can expect from each newsletter to help you decide if it is for you. 

Some housekeeping notes:

• For the sake of brevity we have opted not to include newsletters from production companies

• We have definitely missed some, please tweet us your recommendations - find us @messageheard

• And, we will update the list with new submissions and newsletters in due course! 

Podcast Industry News 

Podcasting is a nascent market, which means things move fast. Luckily, there are some really great newsletters which provide everything from daily digests to in depth analysis. 

• The Audio Insurgent - Eric Nuzum’s newsletter sits somewhere between industry analysis and advice on audio craft. Sign up for insightful thought leadership. 

• Hot Pod - In this weekly newsletter, Nick Quah and a rotating cast of contributors unpack industry news and deeper trends.

• I Hear Things - Weekly newsletter from Tom Webster covering industry trends, tech updates and audience insights. 

• Inside Podcasting - This is a handy digest of updates delivered to your inbox three times a week. A great way to stay on top of industry headlines. 

• Matt on Audio - A UK focused thought leadership newsletter by Matt Deagan, one of the founders of the British Podcast Awards. Expect a mixture of Radio and Podcast analysis. 

• Podnews - This daily newsletter edited by James Crindland is a must subscribe for anyone in the industry. It provides a daily digest that can be skimmed on busy days. 

• Sounds Profitable - This weekly newsletter is a one stop shop for updates about adtech from Bryan Barletta.

Podcast Industry Insights 

These newsletters speak to the people working or hoping to work in the industry. If you are looking to improve your craft or feel a sense of kinship with fellow podcasters, these all offer something a bit different. 

• Formats Unpacked - This isn’t technically a podcast newsletter but is a great read for anyone interested in formats and concepts. Each addition a guest contributor unpacks popular formats from across the media like and breaks down why it is successful. You can read archived additions on Drag Race, 99% Invisible, Gogglebox, Reply All and more. 

• NPR Training - This is an amazing resource for reporters, producers and audio journalists full of practical tips and clear technical guides. 

• Sound Money - In her fortnightly newsletter, Em Kwenortey anonymously interviews people in audio about their careers, money and the state of play in the industry. Subscribe for candid advice served with a side of shade.

Podcast Recommendations

• 1.5 Speed, Vulture - Nick Quah is back again. This time with his weekly recommendation newsletter for Vulture. 

• The Bello Collective - Bello do amazing things for the podcasting community, and really could have gone in any of these categories but I especially love their thoughtful, curated recommendations from wide ranging contributors. 

• Great British Podcasts - Run by the team behind the British Podcast Awards, get the best of british podcasting in your inbox each week. 

• Earbuds Collective - Each addition, a guest curates five episodes on a different theme. Recent additions have included collections on human connection, ageing, and podcasts that intersect true crime and music. 

• Hear Here - A weekly missive from The Guardian, stay on top of the latest new releases.

• Podbible - This UK based magazine also have a newsletter jammed packed with recommendations. 

• Podcast Delivery - Each newsletter they only highlight one podcast, so you know it’s a good un’.

• Podcast Gumbo - Paul Kondo writes a short but sweet newsletter each week with three recommendations. I really like the focus on episodes rather than series as it can help you discover some surprising shows!

• Podcast The Newsletter - Lauren Passel really knows her podcasts. Each week she interviews someone in the industry and shares a comprehensive list of recommendations. And all I will say about her choices: expect the unexpected. 

• Podcast Review - This weekly round-up from the LA Review of Books is always full of surprising gems. 

There you have it, our guide of podcast newsletters you should be subscribing to in 2021. If we have missed anything, please let us know - you can reach us on Twitter or email contact@messageheard.com.