The Power of Public Relations

There is nothing that confers interest and credibility in your podcast quite as effectively as being featured in the media. For the same reasons that promoting yourself to a niche is easier than unfocused promotions (as we just saw), your focused public relations efforts will also be easier.

There are existing publications that target the same audience you're targeting with your podcast. You should be in the habit of regularly letting these publications know what you're doing.

Make contact with these publications and study their websites. Find out for each publication the best way to submit press releases, including the best timing for deadlines, the best format, and the type of content they're most often looking for. Learn enough about each publicationand chances are that there aren't too many in your nicheand get in the habit of thinking about the specific type of content that will appeal to each one.

Some publications and many websites will want press releases. Whenever you're doing something interesting or noteworthy with your podcast, it's worthwhile to send out a press release. If you're not sure how to format the release, someone at the publication can tell you what they're looking for.

Sometimes, trade publications will be looking for short articles to publish over your byline and bio (see promotional strategies discussed previously). If you do audio essays on your podcast, the content can easily be re-purposed into an essay for publication.

Still others will be looking for a ready, ongoing source for quotes and comments. In these cases, make sure you're identified as a podcast producer and that the name of your podcast is used.

The Absolute Minimum

You'll enjoy podcasting a great deal more when you know that lots of people are listening. Targeted promotional efforts can provide a great return on your effort.

• Promoting your podcast begins with getting it listed in the various podcast directories, including iPodder.org and PodcastAlley.com.

• The online podcasting community can provide you with a wealth of resourcesincluding visibility.

• Your podcast targets a specific, identifiable group of people. Your promotional efforts should be focused on that community.

• Public relations can be used effectively within your niche. The key is to provide each publication with the type of content it wants.