Podcasts are PR’s New Secret Weapon With Brett Deister on PR Patter!
Julie:
Good morning, everyone! I’m Julie Livingston, president of Want Leverage Communications, and welcome to another edition of PR Patter. This is my semi-weekly show where I connect with amazing public relations and marketing professionals from my network.
Today, I’m thrilled to welcome Brett Deister. Brett is a podcaster, producer, and editor. He hosts his podcast, Marketing Brew.
Brett, welcome to the show!
Brett:
Thank you, Julie! I appreciate the opportunity to be here and share insights about podcasting and production.
Brett’s Background
Julie:
Let’s start with your background. How did you get into podcasting?
Brett:
It all began when I worked as a barista at a coffee shop and later at Ghirardelli. Customers often told me I had a “radio voice” and suggested I get into broadcasting. At the time, I wasn’t sure how to make that happen, but I was aware of podcasts.
I eventually launched my show, Digital Coffee, and from there, I had to learn everything—from branding to production—on my own. I made plenty of mistakes, including breaking my podcast’s RSS feed three times, which was a nightmare to fix. But through trial and error, I mastered audio and video editing and kept up with industry trends.
Where did Marketing Brew Come From?
Julie:
That’s a great story! Can you tell us more about Marketing Brew and what inspired it?
Brett:
Marketing Brew is a weekly podcast where I interview professionals in PR and marketing. The goal is to highlight the unique roles within these industries, as many people assume PR and marketing are the same thing. While PR falls under the marketing umbrella, they serve different purposes—marketing focuses on sales, while PR is about brand reputation and awareness.
Why Start Podcasts?
Julie:
That’s a great distinction. Now, why do you think podcasting is PR’s secret weapon?
Brett:
Podcasting offers long-tail content, meaning a single episode can be repurposed into videos, blog posts, audiograms, and social media content. Beyond content creation, podcasting is also a powerful networking tool.
For example, if you’re in real estate, you could host a podcast where you interview agents, which in turn connects you with potential clients. It’s a soft-sell approach that builds relationships while providing valuable insights to your audience.
Julie:
That makes a lot of sense. Let’s talk about niching down—why is it important for marketing-related podcasts?
Brett:
You can’t appeal to everyone. If you try to be a podcast for everyone, you end up reaching no one. A niche helps define your audience and makes it easier to attract the right listeners.
For example, I focus on marketing and PR rather than covering all business topics. Similarly, my other podcast is about PC gaming rather than the entire gaming industry, which would be overwhelming to cover. Niching down allows you to create focused content and build a loyal audience.
Julie:
I see the benefits for guests as well—it makes it easier for them to pitch to shows that align with their expertise.
Brett:
Absolutely! It benefits both the host and the guest by ensuring relevance.
What Makes a Podcast and a Guest?
Julie:
What makes a great podcast guest?
Brett:
A great guest is someone who can speak comfortably and naturally without the host having to pull information out of them. It’s about striking a balance—guests should be engaging and informative but not dominate the conversation.
As a host, my role is to guide the discussion and keep it dynamic. If a guest gives one-word answers, it’s tough to keep the energy up. On the other hand, if they talk for 30 minutes straight, it disrupts the rhythm.
Julie:
That’s a great point. Now, what makes a strong podcast overall?
Brett:
Good audio quality is non-negotiable. Listeners will tolerate average video, but they won’t stick around for poor audio.
It’s also important to minimize crutch words like “um” and “like.” Listening to your own recordings can help you become more aware of these habits. I used to hate listening to myself, but over time, I got used to it.
Julie:
How does someone know if they’re ready to start a podcast?
Brett:
Before launching, you need to define your niche, name, branding, and format. Will it be solo, co-hosted, or interview-based?
You also need to decide on distribution—will you use platforms like Captivate, Libsyn, or Spotify for Creators? And will you focus on audio-only or incorporate video?
Consistency is key. Many people start podcasts but abandon them after a few episodes—this is known as podfade. Be sure you have the time and commitment to keep it going.
What about Promoting Podcasts?
Julie:
That’s a great reality check. What are some best practices for promoting a podcast?
Brett:
There are many strategies, but consistency is essential. You can promote through social media, YouTube, and LinkedIn newsletters.
For example, I use LinkedIn newsletters to repurpose my podcast episodes. I provide a summary, bullet points, and include both audio and video links. Since LinkedIn automatically notifies followers, it’s a great way to reach more people.
AI tools can also help with tasks like generating show notes and selecting the best clips for promotion. I use several AI tools to streamline my workflow.
Thank You, Brett!
Julie:
That’s a great tip! Thank you, Brett, for sharing your insights on podcasting, getting great guests, and building a successful show. I appreciate your time!
Brett:
Thank you, Julie! It was great being here.
Julie:
And to everyone listening, I’ll see you next time on PR Patter!