By Dave Purdy, Publicist — Otter PR
A recent survey on consumer expectations shows that today’s brands, more than ever, must prioritize forming and fostering genuine connections with their audiences. The survey reveals that 64 percent of consumers want brands to connect with them in an authentic way that goes beyond product promotion. They want to know the people and the story behind the brand, and 76 percent say they will choose the brands they connect with over their competitors.
While there are various ways to make the connections consumers are seeking, radio and podcasts offer a unique and powerful opportunity. Facilitating audio storytelling through these and other similar platforms allows brands to share the steps they are taking to understand and address their problems with their listeners.
Essentially, when done well, audio storytelling lets brands connect in impactful ways by framing their business within the context of the human experience.
How audio storytelling drives deep connections
One of the biggest benefits brands gain from engaging with consumers via podcasting and radio is the additional time it affords. Readers who read a newspaper article are given, on average, 800 words, which translates to approximately 5 minutes of engagement. With a podcast, however, the average length of time a listener spends engaged is 38 minutes, which means brands get much more exposure.
The type of audio storytelling radio and podcasting offer also gives brands greater control over how their narrative is delivered. The brand representative appearing on the show can use a variety of storytelling tactics to engage listeners and connect in an emotional way, such as a thoughtful pause or well-timed change in volume that helps listeners better understand the brand’s heartbeat.
Additionally, radio and podcasting provide brands with a tool for engaging with empathy, with studies showing that 68 percent of customers expect brands to demonstrate empathy. To achieve this, brands must show they care about their customers’ identities, challenges, and values as they engage with the marketplace.
Audio storytelling empowers empathy by casting the brand in a dialogue that explores consumer needs and the options for meeting them. Through their engagement with podcast or radio show hosts and listeners who send in questions, brands can show their desire to listen to and learn from consumers. Depending on the particular show and audience, sometimes brands can communicate they care about consumer struggles and are invested in providing solutions simply by accepting the invitation to appear on these shows.
How to ensure optimal impact
To get the most benefit from participating in a podcast or radio show, brands must commit time to preparation. Audio storytelling in those formats is essentially done without a net. Brand representatives must show up prepared to deliver in the moment, which means they must have a firm handle on the topics the show typically explores and how the brand narrative comes into play.
An excellent first step is researching the show to determine the audience it connects with and the type of content it focuses on. Some shows may look for practical and actionable steps related to a certain topic, while others may seek to explore topics from a more academic, thought-leader perspective. Know the preference and prepare to position your narrative in a relevant way.
Most importantly, brands must be prepared to communicate with passion. A brand appearing on a podcast or radio show has an opportunity to show an interested and dedicated audience that it is passionately committed to meeting consumer’s needs. Half-hearted engagement won’t win fans, however, so prepare to engage in a way that shows your brand is excited about providing solutions.
To truly connect with today’s consumers, brands must become relatable. Audio storytelling accomplishes that goal in a unique way by allowing consumers to hear an unvarnished account of what a brand is doing and why. It facilitates a meaningful connection with the consumer in which brands can show they are committed to adding value to the human experience.
About the Author
Dave Purdy is a publicist at Otter PR who specializes in getting great radio and podcast interviews for his clients. Purdy is a proud veteran of the U.S. Navy and a graduate of the University of South Florida who was born in Massachusetts and grew up in the Tampa Bay area. He spent many years in radio broadcasting as a DJ, traffic reporter, news anchor, show host, producer, and advertising specialist. Purdy made the transition to public relations in 2018. His clients have been featured on ABC Radio, Westwood One, Bloomberg Radio, and many more. Purdy calls Tampa Bay home and in his free time, he enjoys bike riding, kayaking, camping, stand-up comedy, and enjoying the great outdoors.
