Podcast listenership in the UK is increasing year-on-year with more than 15.6 million of us tuning into a podcast in 2020, and forecasts predicting close to 20 million listeners by 2024. There’s no denying that podcasts are taking the UK by storm, and the property industry is one sector that is reaping the benefits of this growing form of coverage.

Podcasts by nature offer listeners the opportunity to tune into an insightful discussion on a topic they are passionate about. Whether you are targeting a B2B or B2C audience, the key to delivering a successful podcast is ensuring your speakers are engaging – nobody wants to tune into a dull conversation!

At Building Relations, we recently worked with client Metropolitan Thames Valley Housing to deliver an International Women’s Day podcast special. MTVH’s CEO Geeta Nanda was joined on the panel by Guy Burnett, Violet Pugh and Lynda Clark of First Time Buyer Magazine to discuss female representation in the property industry, and Geeta’s own experience of rising through the ranks as a woman of colour.

Whilst the podcast was released to tie in with International Women’s Day, the discussion focused on the continued steps the property industry needs to take to ensure it is truly a diverse sector. By opening this dialogue up publicly, this allows for extended debate and a longevity of discussion far beyond the 30 minute podcast – and places those involved in the podcast at the centre of a wider conversation.

As PR continues to evolve digitally, podcasts are becoming increasingly important as part of wider PR strategies, but how do you make sure you get it right? Here are a few of our fundamentals for delivering a successful podcast:

  • Perfecting the panel. We would recommend no more than four speakers per episode, and would strongly advise that everyone involved is confident in discussing the topic in hand. Relevant experience or a connection to the topic is preferred. We would also suggest involving a speaker external to your brand that has excellent knowledge on your subject.
  • Sound quality. It sound obvious, but podcasts are solely about the sound – and this can make or break an episode. Make sure that you test the sound before you hit record, and provide speakers with equipment if necessary. We would recommend using headphones to reduce any background noise that will need to be removed in the edit, but additional equipment such as a plug-in microphone can also be purchased.
  • Make a plan – but be flexible. Prepare an outline for your podcast, with rough timings and topics of conversation, but be flexible. If the conversation takes a slightly different direction but is still relevant to your topic, just keep talking!
  • Keep content relevant. A podcast isn’t free advertising, and viewers will quickly switch off if you are obviously broadcasting an advert rather than hosting a discussion. Your speakers can bring in positive examples of the brand during the conversation, which will keep with the more natural feel of a podcast.
  • Have fun! Podcasts are all about creating a relaxed, informal atmosphere and we encourage speakers to have fun where they can. Feel confident to show your personality and discuss personal anecdotes if they will enhance the discussion.

Whether you are interested in being a guest on a podcast, or thinking about launching your own podcast series, the team at Building Relations will be happy to discuss ideas for your audience and budget. Please get in touch at pr@building-relations.co.uk