Interview
Telum Webinar Recap: Connecting podcasting and PR with Yang Yi, JustPod
About JustPod
JustPod is positioned as a podcast company comprised of three key businesses, which are:
- Producing quality original podcast content;
- Providing audio services for companies;
- And as of 2023, helping Chinese companies going abroad to further develop their localised marketing communications strategies in Europe, the US and Southeast Asia through the podcast medium.
The number of podcast listeners in mainland China has been on the rise since 2019. In 2022, the number exceeded the 100 million mark.
The Chinese podcast audience is concentrated in tier-one cities, aged 22-35 and educated, with a certain degree of spending power, a positive attitude to life and curiosity.
Qualities and advantages of podcasts
Podcasts differ from traditional radio broadcast and talk shows in the following ways:
- Radio broadcast is in real-time, whereas podcasts can be listened to freely;
- Radio broadcast is a passive act of listening, whereas audiences possess greater autonomy in selecting podcast programmes;
- Radio broadcast depends on the channel itself, whereas podcasts can accommodate a wider range of content.
Podcasts and communications
Based on the characteristics of podcasts and JustPod's practices in media and communications, Yi provided the typical ways through which PR professionals can collaborate with podcasters:
- Companies can do story pitches with existing podcast programmes;
- Companies can create branded podcasts, produce quality content and cultivate connections with listeners;
- Companies can also optimise podcast programmes for its internal communications.
- Podcasts are sources of creating conversation.
- Podcasts produce content that is difficult for brands themselves to generate, such as expanding on a topic’s themes, boundaries and values. Podcasters can work with brands to relate ideas that the brand itself is not able to say or is not in the position to say.
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Telum Media
Database
Journalists
Yi Yang
Director of Audio
Media
Telum Media
1 contact, 124 media requests
JustPod
8 contacts
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