PR pro Alicia Broadest looks at how podcasts are rapidly becoming the favourite child in the B2B maketing class of 2019.
Podcasts are thriving in the UK, nearly 6 million people now tune in each week, according to a survey from Ofcom (September 2018) – with the number of weekly podcast listeners having almost doubled in five years – from 3.2 million in 2013 to 5.9 million in 2018.
While podcasts were traditionally created with consumers in mind, now thanks to the tech evolution, brands large and small are getting in on the action.
They may not quite be the new op-ed, but their soaring popularity has seen many B2B publications introduce podcasts to their websites. Be it paid for ops, interview placements or the opportunity to submit pre-recorded material, the rise of the podcast is certainly opening new avenues to B2B PR professionals like us looking to get clients seen, or in this case, heard.
So should your client be hopping on the podcasting bandwagon?
While podcasts are relatively easy to make, producing and managing a regular branded podcast is a big commitment, and not something I would recommend to any client taking their first steps into the realm of podcasting. Clients need to think realistically about how much time they can dedicate to recording, and the frequency with which they can publish content. The key to podcasts is consistency – if you want to be effective, you should offer something that listeners can tune into regularly.
My recommendation is to make podcasts part of your existing PR and marketing and strategy, complementing other activity. As PRs, we should familiarise ourselves with existing podcasts in our client’s sector, in our case, technology. We should then be engaging with these, and the editors producing them, to establish the opportunities available, such as guest speaker slots, or themes of the month with which clients may be able to get involved. You should then monitor these, and invest time in pitching for slots, or establishing if there are ongoing opps to submit client speakers, or even submit pre-recorded material on a regular basis.
The great thing about podcasts, other than ease of production, is that you don’t necessarily need to duplicate on content as you can utilise written articles as topics for discussion and kill two birds with one stone. In addition, is the advantage of longevity since content can be listened to time and time again.
As PR consultants, we should certainly be looking for opportunities for clients to contribute to podcast conversations (as we do with all other forms of media). It allows the speaker to convey information in a manner much more interactive and engaging than simply words on a page. We should be encouraging clients to augment their PR strategies with podcasts and start honing their broadcast skills in preparation.
Sandra Vogel editor-in-residence issues her survival guide for live tweeting.
- 500 million tweets are sent every day
- 5,787 tweets are sent every second
- 326 million people use Twitter every month
There are some more mind-blowing stats here.
Now, of course we’re not all exposed to every tweet. But sometimes it is necessary to tweet on behalf of a client, and these are useful stats to bear in mind. Here are two more:
- The half-life of a tweet is apparently 24 minutes. If people haven’t read your tweet within half an hour, then the averages suggest they are not likely to get to it, because a tweet gets half of all its interactions within half an hour of being posted.
- Tweets with an image get 55% more engagement. So the image can matter even more than the words.
Nowhere is tweeting for a client quite so important and quite as stressful as when you are live tweeting an event. There will be a lot riding on what you do because live tweeted events can deliver great profile and original and interesting content. Events can be fast and furious, and it’s not easy to stay on top of everything. You only have one opportunity to get things right – or wrong.
Ten things you can do before you go live so you don’t die trying:
- Get the detailed insider version of the event programme, including whether there are to be any special announcements or launches that the public won’t be privy to till they happen because they won’t be on the public programme. You can pre-prepare a tweet or two with appropriate images so you are not caught on the hop.
- Know exactly who is speaking or otherwise on stage at every moment. Prepare a file that includes their name – spelt correctly – their job title in full, their Twitter handle and any other Twitter handles associated with them – the obvious one is their employer, but there may be others as well. Include any nuggets of info that might be useful for a tweet. Make this file something you can easily access at the event so you can flick in and out of it when you need to.
- Get the lowdown on any special announcements taking place both within and outside of scheduled sessions. If awards are being given get the list of winners, nominees and runners up – whatever is going to be announced live. Get photos of the people in case it’s not possible to take or otherwise obtain live shots at the time. Pre write your tweets and they will be ready to check through and fire off as announcements are made.
- Get as many graphics as you can. Are there slides from presentations that will be useful in a tweet? Get them. You don’t need to have tweet prepared and ready to go for every image, but the images may prove useful to have when you are live tweeting especially if it is tricky getting live photos.
- Prepare at least one tweet for every session you are covering. You might not use it on the day, but then again it might just be what you need to get you out of a problem moment.
- Sort out your hashtags. There will likely be several hashtags that will be in use over the course of the event. Agree the list with your client and anyone who you expect to be tweeting the event live from the client side. If some hashtags must be used in particular sessions, make a note of that beforehand in the same document you’re using to store the speaker details. Keep it structured so it’s easy to find what you need when you need it at speed.
- Set some standards for language and tone. The client may already have some agreed forms of words or phrases – make sure you are fully aware of them and if you think you might lose touch with them in the heat of the moment during the event, put them in your handy reference document. Agree too on the use of punctuation (exclamation marks are the domain of 13 year olds, not professionals), any acceptable or non-acceptable abbreviations, and any words that are never to be used and so on.
- Have an open discussion with the client about logistics – Have an open discussion with the client about logistics – who is tweeting, what are they tweeting, how are you going to divide and conquer? When are you going to get your breaks? Sometimes a client is looking for back-to-back live session coverage. Is that practical? Plan your schedule carefully. You can’t be in two places at once – so where will you be? If two or more sessions running at the same time need to be live tweeted how is that going to happen? Get full sign off on the schedule.
- Do you need access to a backup person or even two – maybe back at the office – who you know will be on hand to do whatever you need from double checking facts to doing on the spot research or taking over from you if there is an emergency?
- Finally, think about what might go wrong and set things in place to head problems off before they happen. Preparation will help you deal with on the day problems either because you’ve already thought of them so they’re not problems at all, or because the process of all that preparation has given you added confidence that you can handle anything.
Because B2B commercial copy is for intelligent business consumption, it’s tempting to make it sound grand, but this inevitably makes consumption so much more painful.
Here’s my top tips for edible copy:
- Who are you writing for? Write for one person. Assess their motivation for reading your copy. Will it enlighten, inform, entertain, motivate them to act? Think what’s in it for them. Assess the time they have to read it, their knowledge level.
- Get the knowledge: Sounds obvious, but you need to know/understand at least as much as your reader. If you don’t have the knowledge go and get it. Research it, ask questions, find an expert, get them to draft it if necessary.
- Get it all out: If you find yourself staring at a blank screen then just write anything and everything down to do with what you are trying to say, from this you can create structure, and extract key facts.
- Ask questions which can provide the structure: Ask yourself some basic questions like, Who, Why, When, Where, What and answer them in bullet format. Leave the questions as subheads for now. Arrange the questions into a structure that will form the basis of your logical/persuasive argument.
- Does it serve your purpose as well as theirs? Your copy must add value to the reader but does it also support your company messages, make sure your copy always underlines a key value proposition. If it doesn’t why are you writing it?
- So what? Then read it through, anything missing? Ask yourself, ‘Why do I care?’, ‘So what?’ and, ‘What’s so exciting about that?’ If you’re bored by your own copy, imagine how everyone else feels. (At this stage this might be the longest your copy gets, from here on in we are cutting it back).
- Show not tell: De fluff: Use objective observation and facts to show. Not subjective adjectives and opinion to tell. You are not penning a love letter, but presenting the facts in a compelling fashion. Imagine the building is on fire and you cannot leave the office until you have shouted the story from the window. This exercise will ensure you only use the words you need, to say what has to be said and no more. When it comes to strong copy, a couple of carefully crafted sentences are more effective than a whole paragraph of jumbled thoughts.
- Every time you review it, cut it: Aim to reduce word count every time you review the copy (3- 5 times) with decent breaks in between sessions to allow the creative brain to mull over the project, find the right phrase, the most perfect word.
- Don’t force it: Could you sneak your copy into conversation, would it sound natural, or would people think you had gone crazy/swallowed a dictionary/been indoctrinated by brand Y. Be kind to your reader, make your copy easy to read!
- Read final draft out loud: Now print off the copy and read it out loud. This really helps spot the ‘silly’ mistakes that your eyes haven’t seen but your tongue will trip over. It will also help you with punctuation.
You can download these tips in a handy pdf if you like to keep on your desk and front of mind.
Sam Howard pays homage to the Olympians and the Wordsmiths.
|Thanks for the warm up. Now meet the Superhumans.
If writing strap lines was an Olympic sport,
that’s your gold medal winner right there
So clearly, clearly it’s not ‘disabled’ it’s ‘differently-abled’. A term that’s been around for years, but now looks set to be embraced wholesale after the last two awe-filled, outrageously beautiful, amazingly uplifting weeks, which have left us feeling spiritually renewed and oh so proud.
So what to do now with the defunct phrase ‘disabled’? It works ok if you throw ‘temporarily’ in front of it. Like, you fall off your skis and break a load of bones – you are temporarily disabled. Cos you’re probably just going to sit it out and sulk about a bit while you can’t do anything, until such time as you can.
Another way it could be applied is to those of us that are just useless at sport. At 6ft I”, all shoulders, arms legs and feet – you’d think I’d be good at something, anything. But as my sporty father could testify, from the earliest age I’ve been quite rubbish at everything. Whip smart in my classes I’d get my comeuppance in PE, three times weekly. Instead of letting my sporty dad coach/cajole me into doing anything involving developing physical skills, I preferred to stay indoors writing angsty poems and drawing very thin, dead-looking people. I have remained steadfastly crap at sports, as now my sporty son can testify.
I take some comfort in the belief that I’m not the only one, and I’d very much like to think that maybe it was a sportily-challenged person like myself, sitting in Channel 4’s superb in-house agency 4Creative, that came up with the concept and the words, Thanks for the warm up. Now meet the Superhumans. For those are mighty fine words, that provided the spark that lit the touch paper for the Paralympic flame to burn so very brightly.
A Paralympian, a differently-abled person, a Games Maker, a sports-incompetent, a creative – there’s room enough for all of us to contribute, to make a difference and to make it better.
Is a badly written press release down to the PR officer as journalists love to think, or all the layers of people it must go through to get sign off?
It’s too depressing to cite examples of dreadful press releases here, but editors still get them daily. This could be because the PRs can’t write, in which case don’t let them on the account until they can. Look at your training programme and your time investment in this, even the most clunky of junior writers can make great progress with some guidance and ground rules. But if you are paying someone to do your PR and it’s obvious they can write, then really I think you should just let them. But sadly that’s often not what happens.There is another reason why editors receive such toe-curling, bland brochure-ware – and it’s more common than you might think – and that’s thanks to all the people that contributed to its creation.
For the uninitiated, here’s a typical sign off cycle in a midsize tech company:
- The PR drafts the press release for a product launch, let’s assume it’s pretty good: it tells a story, makes a point, does it succinctly.
- Then the head of comms reviews it, make more of the key messages, it’s a bit more evangelical, but what can you do?
- Then the head of product reviews it, and adds a load of technical detail that probably no one is ever going to read cos it’s very boring.
- Then the head of sales gives it a quick once over, and just adds ‘world’s leading’ to the company descriptor, cos he’s read press releases before and they always have that.
- Then the head of the division takes forever to review it because he is so very important, and adds some outlandish testosterone-fueled statement that says more about him than it does about the product launch.
- Then the company lawyer reviews it, and she removes anything remotely interesting at all and what’s left is littered with trademark symbols.
- Then, and only then, can the PR send it out – obviously three weeks late and to howls of derision from the very same journalists that she really rather admires and would very much like to impress…