Podcasts: Find Them and Pitch Away
Public relations pros of a certain ilk celebrate any and all new opportunities for earned media. Of course, conventional mass media is often the most highly-valued target for our efforts. But, have you ever thought about pitching a podcast?
That’s what SPRYTE did recently on behalf of Relievus, a 17-location specialty pain medicine medical practice in Southern and Central New Jersey and suburban Philadelphia, Pennsylvania. SPRYTE’s engagement was focused on the practice’s reputation in the marketplace among consumers and future business partners and investors.
So, Select Greater Philadelphia’s “Growing Greater” podcast was naturally a good fit. An organization housed within the Greater Philadelphia Chamber of Commerce, Select is the region’s business attraction organization. Select’s mission is to “highlight greater Philadelphia’s unique business assets to national and global audiences with the ultimate goal of growing the economic vibrancy of our collective community through attracting new businesses and new jobs to an 11-county region.”
The “Growing Greater” podcast “uncovers personal and professional successes and challenges with academic, business, and civic leaders from organizations large and small across diverse industries.” Deep in to its second season, “Growing Greater” already claims “thousands of listeners around the corner – and around the world.”
While the bulk of SPRYTE’s work on behalf of Relievus focused on innovative patient therapies and approaches to pain, storylines of interest to prospective patients, the “Growing Greater” podcast also offered an opportunity for Relievus Managing Partner Dr. Uplekh Purewal and Chief Operating Officer Ron Saltiel to share the practice’s business success story.
The 30-minute interview provided an opportunity to shine a spotlight on:
- Relievus’ rapid geographic expansion to 17 locations.
- The practice’s steady stream of top clinical talent, graduating from the region’s many medical and allied health schools.
- The most innovative and contemporary approaches to managing patients’ pain.
Podcast Listenership is Climbing
Over the past several years, the public’s interest in podcasts has grown rapidly. Gene Ely, a contributor to Forbes who covers digital media, wrote in his article about podcasts last year: “There are now some 525,000 active shows and over 18.5 million episodes. Listenership is climbing; almost half of Americans 12 or older have listened to a podcast. So is advertising. Ad spending is forecast to grow from $326 million in 2018 to $534 million in 2020.”
Podcasts’ growing influence on consumers is undeniable – something that our team has kept an eye on regularly. In fact, SPRYTE has blogged about podcasts in healthcare twice before. In both cases, we focused on podcast production, because let’s face it – in today’s world, who doesn’t know an individual or organization who has a podcast?
Just like any other news platform, podcast producers are often hungry for solid material, especially within the confines of their niche topics. Yours just might be a great match, and an even better way to expand your earned media results!