Have a Podcast Party!
Parties may be the secret to successful public affairs podcasting.
I’ve been helping public affairs organizations and agencies make great podcasts for over a decade. Each client has brought unique approaches to new shows, but they all tend to fall within a few broad categories.
Some work hard to recruit great guests with singular knowledge or experience. Others focus on being topical by presenting or analyzing the latest news in their industry. A few hope to educate listeners by guiding them through all angles and implications of a topic.
These styles can make for great podcasting but take time and effort to maintain over time. Great guests aren’t always available, news cycles within niche industries can be slow, and educating people requires significant time and effort. These are real challenges for public affairs communicators who want to make effective podcasts that resonate with their audience.
How can an issue-focused organization produce a great podcast episode after episode? The best approach I’ve found is to avoid thinking narrowly about these styles and instead have a little fun with them! Think of creating a successful podcast like you’d think about throwing a party.
Who’s coming?
When you plan a party, you think about the invitation list. You don’t invite everyone, just a specific group of people. Maybe that group includes people from work, the neighborhood, old friends, etc., but you’re selective. You don’t just throw the doors open to the world.
You should think about your podcast audience the same way. Who do you want at your podcast party? What kind of person will listen to every episode? How will you ensure they all have fun if they come from different backgrounds or perspectives?
The best way to do this is by defining listener avatars — detailed descriptions of one to three ideal listeners. Some might be there from “work,” while others are from “the neighborhood.” The avatars will allow you to visualize and relate to your listeners as easily as if they were guests at your party.
What will they do?
You want your party guests to have a great time. You don’t expect them to pay attention to you the entire time; they should engage with other guests, appreciate your curated playlist, or enjoy the food you’ve prepared for them.
A good host will plan the party around the invitation list. If you have background music, it should fit the guests, the mood, and the occasion. If vegetarians are attending, the menu will reflect it.
You should think about your podcast content the same way. Is there something for all your listeners in every episode? Will they all have a good time every time?
As you plan each episode, consider your listener avatars and ask yourself what the episode offers each listener. There should be something for each of your listener avatars in every episode, and if you aren’t sure what it is, you’re likely leaving them out (like failing to offer vegetarian options for your guests who don’t eat meat).
Beware of making choices based on what you think your listeners should want. You wouldn’t invite vegetarians to a barbeque because you think they should like brisket, would you? If you choose your podcast content based on what you think listeners should want to hear, you risk losing listeners who decide your show isn’t for them.
What happens next?
The best parties are memorable and leave a lasting impact. People talk about them, share stories, follow up with someone they met there, or read a book they heard about from another guest.
That’s how you want your podcast listeners to react, too. You want them to be engaged and inspired, and — just like guests who can’t wait for your next party — you want them to be eager for more.
In truth, this is an opportunity I know many organizations miss. Too often, their relationship with listeners ends when the episode is over. You should engage your listeners by giving them things to do between episodes and rewarding them when they do. Social media, email newsletters, and even a voice mailbox are great ways to connect with your listeners and let them connect with you.
According to SiriusXM, 58% of podcast listeners like it when hosts ask for feedback, and 48% say podcasts connect them to a community of like-minded people (SiriusXM Podcast Trends Report 2024).
Take advantage of this by treating listeners as friends who get a special invitation to your podcast party.
Susanna Cassisa assisted with writing and editing this article.