In today’s episode we speak with Greenleaf Book Group Digital Media Strategist, O’Licia Parker-Smith, about podcasts and why they are a powerful way for authors to connect with their audience and boost their reach.

1:20 - Why don't you start by telling us a bit about yourself and what your role is here at Greenleaf?

• I am originally from North Carolina, I have a background in public relations and here at Greenleaf I’m a digital media marketing strategist.
• I help bridge PR and marketing with a focus on positioning an author’s story and message around a highly engaged audience.

2:02 - Can you talk a bit about the role of podcasts and digital media in a PR campaign?

• Podcast outreach is a genius way to meet your ideal audience where they are.
• Podcasts are increasingly becoming a way that people are consuming content, millions of people are listening to podcasts for news, entertainment, how-tos and also what to buy next.

3:26 - So as far as an author becoming a guest on a podcast—I know that is your specialty, that’s what you’re amazing at all day long—can you talk a bit about what that looks like and how they go about becoming a guest?

• Before I start anything as far as outreach and really working on this service, I like to speak to authors. I like to get a feel for their personality and what their goals are, because this all comes together as a part of their outreach strategy.
• Then I go off and I work on identifying the right podcasts.

4:46 - Any key tips for those authors listening who might want to tackle this on their own?

• I do lots and lots of research. It’s important to know that just because a podcast is a top podcast, it doesn’t mean that it’s necessarily the right podcast for that author’s audience and who they’re trying to engage with.
• It goes beyond just numbers. A few things I like to factor in are the podcast topics, is the topic applicable to the author’s book topic? If it’s not a good topical fit, it’s not the best strategic move.
• And also the host—is that host even willing to interview people? Some podcasts don’t do interviews at all, and some hosts have special criteria for who they want to interview.
• I also pay attention to past episodes and if the podcast is active.
• And also their social media presence. Is this person not only active on the podcast platform but are they also sharing their content on social media? Because that’s going to help this author to become more discoverable to future audiences.

7:56 - What are the podcast hosts looking at when they’re considering a guest to say yes to?

• Generally podcast producers look for someone who fits their topic and can speak the language of their audience.
• They want someone with credibility. And that is leg work an author has to do whether it’s through branding work, through being active on social media, or contributing to thought leadership in their industry.

10:33- What are some podcast dos and don’ts in general?

• First you want to ask questions so you can properly prepare for the way you are going to be recorded.
• You also want to know the host’s name and a little bit of background on their show.
• Having materials the hosts request to use in promoting you as well in advance is important.
• You want to make sure you actually get into the nitty gritty of recording that you thank the host and make sure they know you’re appreciative.
• You should also bring energy in your unique way and be ready to promote yourself, but don’t spend the whole interview promoting yourself.
• As far as some don’ts—you don’t want to be disrespectful or condescending to a host and their audience, and that goes back to knowing the podcast’s audience.
• Don’t rely on one piece of tech for recording, so that you don’t have to be the one to reschedule the podcast recording.

14:48 - Once the author is on the podcast and it’s packaged up and ready to go, how do they make the most out of that media hit?

• With digital media marketing, we work with authors to help them be strategic about getting the most mileage for their features. Are you on social media? Do you have a newsletter? An active website? Just because an interview is out there, doesn’t mean that your audience already knows it exists. Have you let them know?

16:30 - If we still have some listeners who are skeptical about the power of podcasts or the reach of podcasts, what would you say to those folks?

• Podcast outreach is a method to make authors more discoverable and provide them shareable content that helps establish them as a thought leader.
• You’re leaving a breadcrumb as an author when you’re doing podcast outreach. You’re leaving this breadcrumb in places that your audience can find and eventually link back to you as well.
• It’s a tool to touch people who are looking for your content but don’t necessarily know you yet. Nowadays people want to know the person behind what they’re buying, not just what they’re buying.
• Doing podcast outreach doesn’t guarantee hits but our goal is not just to get big podcasts, but to really find those podcasts with key niche audiences that are highly engaged and looking for your kind of content.

20:00- Is there anything else you’d like to share with our audience about the power of podcasts?

• I think I covered it all, but if you have any questions feel free to go on our website, in our learning center we have an article detailing all about what digital media marketing is.

About O'Licia

O’Licia is a graduate of North Carolina State University where she studied public relations and arts entrepreneurship. She always had a curiosity for the ins and outs of public relations, applying her interest to myriad communication roles—from financial nonprofits to health and wellness organizations—and, most recently, at a successful North Carolina communications agency before joining Greenleaf. As a digital media strategist, O’Licia helps authors bridge the discoverability gap between publicity and marketing through digital media mediums. Outside of work, O’Licia enjoys adding books to her library, connecting with new people, and traveling to new places.