THE BEST KEPT SECRET IN PR CONTENT?

Anyone who works in the PR business or at a PR agency today knows that content is the hottest term in the business.  We used to talk about writing copy or making videos--now we "create content."

The hottest thing in content creation has been video.  Increasingly easy methods of production and distribution have allowed us to put the power and dynamism of video to work more and more.

Inside every story is another story, and that has been the emergence of audio as a content tool for those who work at a PR agency or in the PR business.  The smash-hit podcast Serial alerted people to the power of this medium, which after all is the oldest storytelling method we have as humans.

With that in mind, here are some ideas for how to make audio work for your PR agency or company.

1.  Be interesting

This is the hardest rule of the entire content creation game.  We compete for people's attention, and we have to be interesting.  So, the commandment here is not to do audio content.  Rather, it is to do interesting audio content ... compelling audio content.  That doesn't mean you have to do what Serial did, which was produce content that gripped a wide swath of consumers.  You just need audio content that is interesting to someone who is important to you.  The reward is higher engagement, but it won't come without hard work.

2.  Remember who you are speaking to

As with all communications, this process boils down to audience.  My guess is that if you think about audio content, you are thinking about people who are a little deeper in the sales funnel.  Or, it might even be people who are already engaged with your company.  A podcast or audio content is an excellent way to build your company's profile as a "thought leader," communicate your passion for your work, gain exposure for your technical people and (carefully) cross-sell.

3.  Don't overthink production

Early in podcast days, there were some real horror shows when it came to audio quality.  The process has gotten a lot easier since then.  There are a number of tools out there.  You don't need to be in an audio studio, just make sure everyone can be heard and all speakers are at roughly the same sound level.  If you have someone who is present over Skype, make sure their levels are consistent with everyone else's.

4.  Get deeper feedback

Obviously, you will be interested in how many people are listening.  I'd be interested in a couple of other things.  For example, are your salespeople hearing, "I listened to your podcast," when they are in the field?  Are people commenting?  Don't be afraid to ask, because if it isn't catching on, audio production does represent a significant effort for no return.

The final message is it doesn't have to be Serial.  It has to be interesting and compelling to people who are important to your company or PR agency.

For more information:

PR Daily

Entrepreneur