How podcasts have become a key strategy for modern lobbyists

Nonprofits, businesses and individuals hoping to generate interest in their political message are finding podcasts an effective medium. Audiences tend to engage more deeply with the spoken voicecompared with print, enabling lobbyists to foster emotional connections as they tell their story.Through tone and pace, listeners hear the speaker’s passion or concern for a subject–feelings they may empathize with. By adding moments of humor and shared memories, podcasts help to build rapport and create a heightened sense of authenticity, even in a politized audience.

Whether a podcast covers serious topics or the focus is lighthearted, listeners get a clear sense of the speaker’s personality, because they are usually engaged for at least half an hour. This gives a lobbyist scope for explaining their point of view in depth, which would be more difficult in a single news article– even one that stretches to a thousand words.

A time-honored political tradition

Lobbying as an industry began in the late 1800s and early 1900s as groups or individuals with specific interests approached politically influential people in the lobbies of grand hotels and other public buildings. From these whispered discussions, lobbying developed into a far more organized, tactical and open form of campaigning. Today, these discussions are played out in the public arena, as well as in private communications with policymakers. Lobbying strategies can help to build alliances within or across parties, boost grassroots movements and have a significant influence on public sentiment.

New ways of inspiring an audience with political values

Once people find a podcast they enjoy, they’ll likely give the show a follow and come back for more next time. This loyalty produces a closer relationship between the hosts and the listeners and builds a sense of community. When guests are introduced, they can reach people who are unfamiliar with their work but are ready to listen because they love the podcast. Winning over an audience is more challenging, but the unrushed, reflective nature of podcasts gives guest control over their input and the messages they share.

On a podcast, lobbyists can take up space on aplatform with huge numbers of subscribers and be with these people in a personal way. Most listeners will consume podcasts in private moments that require little focus.This could be when they are exercising, winding down before bed, or doing the housework. As a result, they engage more fully with the content and effectively process what’s being said. The absence of any visual media amplifies this.

A great example, which featuresquality guests and a format that listeners enjoy, is Ballard Partners 13th and Park podcast, a show that covers federal and local news stories with equal expertise. During these intimate conversations, the experienced hosts, Adam Goodman and Justin Sayfie, introduce industry leaders and lobbyists who are relevant to the show’s audience.

Exposure on popular shows offers lobbyists the opportunity to deliver calls to action and encourage people to engage with a cause. This could be through letter-writing campaigns, signing online petitions, contacting an elected official or attending an upcoming rally.

Building brand awarenessand elevating the message further

The impact of a podcast continues in the online world well after the guests and hosts have gone home for the day. Peoplefollow lobbyists they’ve enjoyed listening to andpost about them on social media, actions that work to build brand awareness in an organic way.

As guests are positioned as experts and have values that align with those of the hosts, they can expect to come across well in a podcast.This makes the podcast a useful piece of personal digital marketing content. Whether a few interesting quotes or entire reels are used, sections of the podcast can be published on the social media pages of the host and lobbyist.This signposts the show for followers who did not catch it and has the potential to reach a wider audience through shares.

Podcastsmay also launch discussions on public forums that lobbyists can capitalize on. By addressingthe concerns that people have raiseddirectlyin a blog orsocial media posts, lobbyists show that they listen to and acknowledge their target audience. Moreover, they can learn to refine their message so that it resonates more clearly with the public. This makes people feel heard and understood, so they are more receptive to the lobbyist’s ideas. Lobbyists who work to engage with their audience on a podcast therefore have opportunities to foster trust and make their advocacy more effective.

Podcasts have become a strategically powerful medium

Using podcasts to deliver a political message or calls to action can no longer be seen as a passing trend. Through giving a human, authoritative voice to political ideals and reaching out to wider audiences, podcasts are continuing to give modern lobbyists a strategic, long-term advantage.