When Dr. Judith Swack hired Wasabi Publicity to promote her book, Clear the Trauma, podcast interviews were an important part of our strategy (one goal inside a larger strategy was to use PR to fill online workshops). Podcasts gave Judith the time and space to explain her work, demonstrate her expertise and introduce new audiences to the ideas behind her book.
Then one of those conversations took on a life of its own.
A short video featuring Judith was shared on Instagram by @healingrachelabi. In the clip, Judith discusses recognizing emotions such as shame and guilt. As of this writing, the Reel has generated more than 68,000 likes, nearly 800 comments and 2,200 shares.
That’s when publicity gets really interesting.
The podcast interview was the media opportunity, but it also created something else: a piece of content people wanted to pass along. For experts who offer online workshops, courses or programs, that creates an opportunity that extends far beyond the original podcast audience.
The Interview Isn’t the Finish Line
We’ve worked in publicity for more than three decades, and we’ve watched the life cycle of a media placement change dramatically. There was a time when getting the interview was largely the finish line. You secured the opportunity, did the interview and celebrated the coverage.
Today, we see the interview as the beginning.
A good podcast conversation gives an expert time to get beyond talking points. You can tell stories, explain your methodology and answer questions you may never have thought to address in your own marketing. Somewhere inside that longer conversation may be 30 or 60 seconds that connects powerfully with people.
That’s what makes podcast content so valuable on platforms like Instagram. You’re not necessarily staring into your phone trying to manufacture a viral moment. You’re having a genuine conversation, and the most compelling moments can then be shared with people who may never listen to the entire episode.
In Judith’s case, people responded. They liked the clip, commented on it and, importantly, shared it with other people.
What Happens When People Want More?
Going viral, however, isn’t a business strategy. Attention only becomes valuable to your business when interested people have somewhere meaningful to go next.
This is where experts with online workshops should be thinking ahead.
Someone sees a podcast clip and something you say resonates. They visit your Instagram profile. Now what?
Can they immediately understand who you are and what you do? Is there an upcoming workshop that expands on the very subject that caught their attention? Is there an obvious way to register, join your email list or otherwise continue learning from you?
If not, you may have thousands of people discovering your work without a bridge to the next step.
That bridge doesn’t need to be complicated. Your Instagram bio should clearly communicate your expertise. Your link should make your current workshop or offer easy to find. Most importantly, the workshop should be a natural continuation of the conversation people are already responding to.
Let Your Audience Tell You What Resonates
There’s another valuable lesson hidden inside a viral podcast clip: your audience is giving you market research.
Look at the comments. What are people asking? What part of the conversation are they responding to? What are they sharing with friends? What do they want to understand more deeply?
Instead of immediately trying to recreate the viral moment, listen to what that response is telling you. Those questions can help shape your workshop messaging, emails, future interviews and follow-up content.
That’s the larger opportunity I see in Judith’s experience.
PR, social media and workshop marketing don’t have to live in separate silos. A podcast appearance can establish credibility and create a substantive conversation. A short clip can introduce that conversation to an exponentially larger social audience. And a well-designed workshop can give the people who want more a place to continue that conversation with you.
So, yes, get booked on podcasts. But don’t think only about the interview.
Think about what could happen to the right 60 seconds of that interview after it airs, and make sure you’re ready when people want to know more.
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If you’d like experienced eyes on your publicity strategy or want to discuss how to strategically and safely grow your visibility and use PR to fill online workshops, we invite you to connect with us.
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