According to the Pew Research Center, 86 percent of Americans get their news from smartphones, tablets or computers, at least some of the time and 58 percent of Americans prefer to get their news from digital sources, such as apps and websites.  What does that mean for you if you want to reach out to the media? The usual print and broadcast outlets, while they aren’t going away, are dealing with smaller newsrooms.  That means it is more difficult to get reporters to respond to your pitches. Not all is lost, though. With a majority of American adults leaning towards digital news consumption, the development of digital creators, such as podcasters, has emerged.

The growth of the Internet means that diverse voices are able to have a platform, and you too can leverage this diversity to get your message out. Many podcasters are journalists who have lost their jobs and have turned to podcasting.  It allows them to earn money via advertising, and it gives them the opportunity to continue working in a subject area where they built a high level of expertise.  Having established their careers utilizing best practices and journalistic ethics, they maintain professional standards in their podcasts.

Another advantage of podcasting is freedom from corporate control. Podcasters are producing shows using their own equipment and they are uploading the programs on platforms of their choosing. This independence means that they are free to explore chosen topics and seek quality content—content that you can provide.

Of course, the next question is how to get featured on a podcast?  First, do your homework.  What subjects does the podcast cover? Does the podcast feature guests? Listen to a few episodes to get a feel for the tone to see if it fits your organization or business. Make sure the podcast reaches your target market. Just because a particular podcast is popular and it gets lots of downloads, doesn’t mean that it is the right podcast for you. Ask for their media kit, if they have one. That will give you insight into their follower demographics. Next find out who to pitch. For some podcasts, you can pitch the host. For others, it is preferable that you pitch the producer. Contact information is usually on the podcast’s website.  If it isn’t clear who the contact person is, send a short email asking for clarification on whom to contact regarding your proposal.

So when you are developing your PR strategy, be sure to incorporate podcasting as another too for building your brand, enhancing your credibility and securing positive media coverage.