Late last year another national survey of American internet users showed that listeners trust podcasts less than most other news sources of information—they are mostly a source of entertainment. So why use them for publicity? Because many of their hosts have built credibility with their listeners. My experience is that I see more adoption after podcasts run. How do you know if they have potential credibility? Here is what to look for when you are considering booking a podcast:
- What kind of guests do they book? Are they credibility-worthy? This is one of the most important questions you can ask.
- If the podcast covers health and science are there academic experts booked on previous shows? Anything that provides advice needs to be delivered by a guest who can back up what they say. Academic experts are the very best sources for this kind of content.
- Does the host try and sell, sell, sell? You may not want to consider a pushy podcast host.
- What topics are covered? Are they interesting?
- How does the host’s voice carry during the show? Are they professional?
- What does their media kit say? A media kit will show you how many listeners they have (hopefully it is updated) and gives you an idea of their demographics. Is it a match with your audience?
- Are they communicating something controversial? If so, how often? How would that controversy play with your audience?
- Do you want to be on the show? Sometimes instincts provide a good answer.