Five Steps to Become a Podcast Pro

People across the U.S. are listening to podcasts more than ever before—and that includes your organization’s target audiences. So, how do you as a communications professional get in on the trend?

On July 27, WWPR held a webinar on how to become a podcast pro featuring WWPR President Christina Francisco. In addition to leading WWPR, Christina is the director of digital marketing and strategy at the American Society of Health-System Pharmacists (ASHP) where she along with her team launched the ASHPOfficial podcasts, featuring a range of conversations exploring key issues impacting the field of pharmacy today.

She shared a few tips to start a podcast for your organization:

1. Create, repurpose, recycle

As any good communicator knows, the first place to start is the content. Look at long-form content your organization is already creating—a video, article, whitepaper, etc—and consider repurposing from there as a start.

Christina’s recommendations for repurposing includes considering speakers for a potential interview-style podcast with an author or top takeaways from the long-form content. From there, you can even create audiograms (think: short snippets from the podcast for social media). 

All these content strands tie back to the podcast and its value-add to your organization.

2. Consistency is key (as usual)

As with many other aspects of communications, one of the most important things to consider when planning your podcast is consistency. Christina says it is almost as important as the content itself. This applies to how often you post, when you post, and the length of your podcast. 

In Christina’s experience, 15-20 minutes is the sweet spot for her organization’s podcast, but she’s seen some as short as 5 minutes and as long as 60 minutes. She also calls for posting consistency, such as weekly or biweekly. Listeners should know what to expect from your podcast.

3. Pre-plan the recording and launch

As you look to record your podcast, it’s important to keep in mind a few of the basics. First, make sure the audio is clean. Christina shared a simple rule: if it doesn’t sound good while you record it, it’s not going to sound good after you record it. It’s important to make sure your hosts and guests have what they need—be it headphones, good Wifi or a quiet room—to make sure the audio is high quality.

During filming, be sure to record your podcast and the podcast assets (aka the intro and outro). She recommended a few platforms—Garageband, Zencastr, and Adobe Audition—to name a few), but has found Zoom to be the easiest, most familiar option as far as guests are concerned. She’s recorded over 300 episodes with that as her platform.

When you go to launch your podcast, Christina recommends having 3-5 episodes on-hand for the “binge effect.” Similar to when you’re watching content on Netflix or Hulu, it’s good to have the content at the ready for listeners so you stay top-of-mind and they’re able to take a deeper dive.

4. Keep in mind the marketing

Now that you have your 3-5 podcast episodes recorded, what next? The first step is to choose an RSS feed to host your podcast—some of Christina’s favorites to look into are Lybsnyn and Podbean.

From there, you submit your link to the platforms, of which Christina recommends Apple and Spotify. Each platform you appear on allows your podcast to be discoverable, so in that sense it’s better to be available on more than one. 

Then it’s time to leverage the other channels in your arsenal to marketing your podcast to your existing audience. You can use email marketing, social media and in-person events to lean on and grow your podcast audience, as well as using tactics like audiograms and trailers. It’s also a good idea to create a website for your podcast to expand your discoverability.

5. Don’t sleep on the metrics

Written by Melinda Tolliver, WWPR Content Co-Chair Board Member,
Senior Manager, Digital Media, National Alliance for Public Charter Schools

One of Christina’s passions—and the main things she teaches as an adjunct professor at Georgetown University School of Continuing Studies—is metrics and measurement. When it comes to podcasts, there’s a hybrid effect of the metrics you can get depending on the platform.

Some things to consider for tracking podcast metrics:

  • How many people have listened?
  • When and where have they listened?
  • Where do they live and how did they access your podcast?
  • How much of an episode did they listen to and at what point did they stop listening?
  • What are your highest ranking episodes?

To track your performance in comparison to other similar podcasts, Christina recommends Chartable, which has both free and paid services. 

And there you have it. More questions? Watch the full webinar on How to Become a Podcast Pro

President’s Letter: August 2021

As summer draws to a close and we look towards fall, I can’t help but get excited for Woman of the Year 2021. Each year, I am amazed by the women in our community and their accomplishments in the DC metro area. 2020 and 2021 have shown me a new appreciation of what we can achieve despite what our environment throws our way. With this in mind, I encourage you to take a look at your network and close colleagues and think of a woman in your circle who is deserving of a Woman of the Year nomination. As a reminder, nominations are due to woy@wwpr.org by Friday, October 8 at 11:59 PM ET. The event to honor this long-standing tradition and signature award will be held virtually on November 18.

In addition to Woman of the Year, we have two outstanding September events to look forward to in the upcoming month. Join our very own past president, Dani Veira and Lisa Osborne Ross, the CEO of Edelman, for a candid conversation around how communications and leadership coaching can combine to build successful teams, elevate DEI, and improve workplace culture. 

WWPR is also partnering with the Advocacy Association to bring you a unique event – Strategically Advancing Issue Advocacy through Observance Days. This event focuses on a panel discussion that will explore how to go beyond one recognition tweet to craft a messaging matrix to address key issues and elevate solutions with appropriate tone and tenor. 

We are so excited for what the fall has in store for us! 

Best,
Christina Francisco
2021 WWPR Board President

Member Spotlight: Mary Del Castillo, SVP, Creative Client Services At 4media Group

Mary Del Castillo, SVP, Creative Client Services At 4media Group

Tell me a little about your background and current day job.  

My background is all things PR services. I have been in the PR industry for a good number of years. I started at a TV and radio news monitoring service, moved on to a print press release company, then to broadcast. I am now settled into my role at 4media group in broadcast/digital PR. This includes activities like filming b-roll, planning media tours, creating PSAs and more, but now also includes social, online and paid campaigns for global brands, agencies, associations and government agencies. What also drew me here is that 4media group offered PR market research which I had never been directly involved with in the past.

What do you enjoy most about your job? Are there any moments you are most proud of? 

Working in broadcast for many years, I feel fortunate that we have the opportunity to partner with clients on what tend to be their most important and impactful campaigns and activations.    Our role may change with each campaign, as sometimes we have the opportunity to provide full counsel from our media, production and/or PR market research teams when the campaign is just evolving while with others we might partner on a single broadcast tactic or quick-turn crisis communications. It keeps us on our toes!

If I didn’t have MANY proud moments after working in the industry for as many years as I have, I’d be in trouble or in the wrong field! In general, I’m proud of the relationship that I have with the clients that I work with and any of their successes make me happy. Some clients I have been working with for years!  

Most recently, I had the opportunity to work very closely with clients in regards to COVID-19 and vaccinations. This included producing media tours with Dr. Fauci and Dr. Collins, the Surgeon General and many pharma and health associations. Over the years, I have had the opportunity to partner with the amazing American Red Cross regarding disaster relief, blood shortages and more. Those people never rest! I also just helped produce a global satellite media tour for Virgin Orbit’s satellite launch – that was out of this world!

Working in the creative space, how do you get inspired for a new campaign? 

The creative process here at 4media group tends to be a customized group effort and it’s all hands on deck. We are sort of a “tactics toolbox” for agencies, brands and associations, and as their needs change our approach changes with it. This helps our creative stay fresh and fun! Our research, digital, production and broadcast teams LOVE to brainstorm with clients whether it be at the very start of a campaign, with ideas to pitch to their clients, or to help find ways to breathe life into a campaign that needs a nudge.  

One not so serious but very creative example of our research and broadcast teams working together was when our client came to us with their client, a garbage disposal manufacturer. The task was to get more broadcast placements for their brand. Our research team created a quirky PR survey about “when do consumers know to throw away old food from the fridge – by smell, taste, sight or more…” We then paired consumer responses with an environmental talent that we secured and booked a satellite media tour. During the segments, the talent reminded viewers that spoiled food should go into the garbage disposal and not in the trash. This story turned into a well-received national satellite media tour! Not breaking news, but fun!  This research even ended up in USA Today.  

How has your experience been with WWPR and what advice would you give to someone wanting to join?

I joined WWPR many moons ago. Over the years, I have had membership to WWPR and other associations, and my experience here has been the absolute best. I have found that WWPR is an amazing group of approachable, intelligent and powerful women. My participation has varied over the years, I have assisted with membership and WOY and enjoyed both roles. 

I always advise any women in our industry to join right away if they are not familiar with WWPR. I know they won’t regret it!

From Collegiate to Corporate: Key Soft Skills For Success

Geared toward young professionals beginning to enter the workplace, this blog outlines what I’ve learned about transferring the soft skills I developed in campus organizations, to project management at an agency.

Soft skills may not be in the official list of agency responsibilities, but it is the key to managing client relationships. As a Communications and Research Fellow at Mission Partners, Benefit LLC, my college experiences at Loyola University Maryland outside of the classroom made the most impact on the job.

Kaitlin Quigley
Member of WWPR
While my freshman decisions to join the University’s voting initiative and its newspaper felt very “in the moment,” the long-term impact of these choices became especially clear when I began my role at Mission Partners. My experiences within the classroom have been undoubtedly impactful. However, the soft skills, or non-technical attributes that I now use daily, were cultivated during the moments in-between my class schedule— the newspaper interviews, club meetings, and presentations to faculty.

Here are four soft skills that have been essential to my success in both collegiate and corporate settings:

Adaptability: Much more than a buzzword on a job posting, adaptability is a skill that can only be cultivated through experience. It’s being able to easily pivot – like when Zoom won’t cooperate and you have to find an alternative form of communication. It’s also being able to reprioritize the day’s to-do list at a moment’s notice—like when a 30-minute project sporadically doubles in time due to an unforeseen circumstance. My experiences with a “virtual campus” surely prepared me for any curveballs I may face in my career. From planning virtual voter engagement efforts to leading a campus newsroom via Zoom, expecting the unexpected became a golden rule. This ability to adapt to new settings or projects is essential for any team.

Willingness to Learn: At Mission Partners, our team values continuous learning and growth. Whereas I can work through some new challenges independently, others require me to reach out to my team for support. During my year at Mission Partners, I’ve done a lot of learning and growing on our marketing team, putting my social media skills to the test via content creation and various engagement efforts. Looking back on some of the content I drafted a few months ago, I blanch at my sometimes novice approach. At the same time, it’s a good exercise to visualize my growth. I’ve utilized this approach at my campus newspaper, too, in looking back on my earliest articles to understand my growth as a writer. Growth can feel uncomfortable, but a willingness to learn will propel you through challenges and help you reach new leadership positions. Putting freshly developed skills into action will never be perfect at the onset, but in addition to the valuable practice time, making an effort to learn shows eagerness and a drive to improve.

Presenting with Confidence and Working through Feedback: No matter how promising an idea may seem, it can still be daunting to present it for feedback. When presenting my fellowship project to the Mission Partners team last year, I found that I could lean on my previous experiences with campus faculty and staff to channel the confidence I needed to present in this new setting. Albeit nerve-wracking, it’s a very valuable practice to present ideas— no matter how daring— to trusted advisors when the opportunity arises. Presenting your work is one challenge, but I have found that engaging in a conversation about the work once it’s been shared can be harder. When you allow yourself ample failures and successes, the easier these presentations, and the conversations that follow, become.

Putting People First: At Mission Partners, empathy is one of the foundational pieces to our relationships with one another and with clients. We always open internal and client calls with time to share good news or what’s on our hearts and minds. We also practice empathy in the face of abrupt challenges: if a team member is sick, or simply overwhelmed, we find ways to support their piece of the work to keep advancing projects. We’ve likely all been shown empathy and apathy in personal and professional settings. Channeling how it feels to be both validated and invalidated can help us choose to put people first, even if that means altering the workflow or pushing back a deadline. Making the extra effort to contribute positively to your work environment is never a wasted action.

While the experiences in which I chose to participate during my time in college seemed relatively arbitrary, they have each proven deeply beneficial as I think about what comes next, as a soon-to-be college graduate. Take a moment to explore the skills you’ve cultivated during the in-betweens of your class schedule—at your job, in campus organizations, and even socially. There’s likely more to your transferrable experiences than you may think.

Kaitlin Quigley is a rising senior at Loyola University Maryland and the Communications and Research Fellow at Mission Partners, Benefit LLC.

President’s Letter: July 2021

As we enter the height of summer (and the heat!) I look forward to what is ahead for our WWPR community. Here are two things to look forward to as we near the end of July:

First, if you haven’t already, please help us spread the word as we are actively seeking a new pro bono client for a two-year term commencing in January 2022. Nonprofit organizations serving women and/or children in the Washington, D.C. metropolitan area are invited to apply. Applications are due at the end of the month on July 30. We are looking forward to continuing the tradition of partnering with a local organization in the upcoming year. 

Second, I hope you are able to join me today at noon (12 p.m.) for a webinar focused on how to get started in podcasting. I’ll be covering podcasting as a communication platform and step by step on how to get started in the channel. There is still time to register!

I hope to see you at an upcoming WWPR event. If I don’t see you, I hope you have a great rest of your summer!

Best,

Christina Francisco
2021 WWPR Board President

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