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Digital Media and Advocacy Summit: Livestream Recap
The 2018 Digital Media and Advocacy Summit was a great success as over 160 attendees joined us for a full day of learning, brainstorming and networking. If you couldn’t make it this year, check out the above livestream to hear from Jeremy Heimans, co-author of New Power and expert builder of social movements around the world.
Six Steps to Creating an Effective Association Podcast
Podcasts are becoming increasingly popular, as average monthly users have doubled in the last three years and now 24% of the U.S. population consider themselves active listeners. Some associations have used this new medium to engage their members, tell their organization’s story in an authentic way, and make additional sponsorship revenue. Check out below the quick guide for developing a podcast at your association.
Answering the question, “why are we launching a podcast”, is essential and will help guide you through the next steps. What stories are you trying to tell? Who is your target audience and how many listeners do you want to reach? Will the podcast be a revenue generator, a neutral line item, or a cost to the association? Does your audience spend a lot of time behind a desk, driving, or out in the field? Having a set of clear goals for your podcast will help keep you on track to measure success. Once you have a baseline for your audience, you can then start creating realistic future goals
2. Do some research on what makes a successful podcast.
Try and identify other popular podcasts in your field or explore different types of formats. Podcasts that succeed are authentic and captivating. They tell interesting stories and interview unique people. Listening to a few of the most popular and relevant podcasts will help you determine what your podcast should sound like. For some great association podcasts check out the National Retail Federation’s, the National Convenience Store Association’s and the Footwear Distributors and Retailers of America’s podcasts.
3. Let the conversation flow – don’t over-prepare
One of the big mistakes you can make is to over-script your podcast. Preparation is necessary for any interview, but the best shows feel like a conversation that the audience is listening in on. Don’t be afraid to ask follow up questions that digress from what you planned on talking about; it will make the podcast sound more natural and may even lead to some interesting and unexpected conversations.
4. Use your resources to book great guests
Associations have numerous resources at their disposal and booking a solid lineup of guests for your podcast is crucial. For example, if you are hosting a large event with a keynote speaker, ask him or her to record a quick session at the conference after their speech. By keeping your content schedule flexible you can take advantage of opportunities throughout the year. You can always use internal experts or members to fill in the gaps of your programing. It’s also important prepare your guests for the interviews by providing them with materials on the topics you will cover ahead of time.
5. Market it easy to find
With over 550,000 active podcasts on just the Apple platform alone, it can be hard for your podcast to stand out. That is why developing a comprehensive marketing plan for your association’s podcast is essential. Just because you consistently record great shows doesn’t mean you will grow your listener base. Consider including detailed descriptions of your podcasts—who you’re interviewing, what subjects you will cover, etc.—online, so search results will lead directly to you.
6. Measure your success, evolve the show and have fun!
Feedback is key to success. Getting accurate metrics for podcasts is still a big challenge but make sure you are constantly hearing from your listeners about what they liked and what they didn’t like. For example, can you make the podcast shorter or publish more frequently? And remember – the podcast should be fun! It’s an opportunity to reach people you don’t normally share your message with, and it can be a great way to showcase all the good your association does.
Have addition questions about launching your Association’s podcast? Contact Nick DeSarno, Sr. Manager for the Digital and Communications Practice at the Public Affairs Council.[/vc_toggle][vc_separator]
Free Network Roundtable Next Week: Immersive Content for Advocacy and Public Affairs
Groups are using immersive content more and more, including in their annual reports where they can engage stakeholders in unique ways. Join us at the National Retail Federation’s office for a discussion on this trend.
Summer of Professional Development: Join a Certificate Program
Get your summer started with some professional development. The Council has two certificate programs: the Certificate in PAC & Grassroots Management and the Certificate in Public Affairs Management. Apply for one today! Or, if you’re already enrolled, contact us to check in on your progress. Hear from one of our graduates about why a Council certificate is an investment in “You:”
A Brief Guide to Facebook’s New Political Advertising Policies
During the 2016 presidential election, Facebook saw a surge in divisive political advertisement purchases as well as the creation of similarly polarizing Facebook groups and pages, many of them created by foreign entities. As a result, both lawmakers and digital platforms have begun taking steps to curtail any future attempts by foreign entities or other malevolent actors from influencing the political and policy process. Learn more about these policies by reading our guide.
August is Professional Development Month!
- Aug. 2 – Learn More About the Council’s Certificate Programs
- Aug. 9 – Make and Maintain a Winning LinkedIn Profile
- Aug. 16 – Public Affairs Professionals: To Get an Advanced Degree or Not
- Aug. 23 – Promotions, Raises, Bonuses and More: Being Your Own Advocate in the Workplace
ICYMI: A Visit With Sarah Yi
In our May issue of Impact, we sat down for a visit with Sarah Yi, Director of External Affairs at CTIA – The Wireless Association. Learn more about Sarah.
Also In This Issue...
- Digital Media and Advocacy Summit: Livestream Recap
- Six Steps to Creating an Effective Association Podcast
- Free Network Roundtable Next Week: Immersive Content for Advocacy and Public Affairs
- Summer of Professional Development: Join a Certificate Program
- A Brief Guide to Facebook’s New Political Advertising Policies
- August is Professional Development Month!
- ICYMI: A Visit With Sarah Yi