Every morning as I slog my way through Seattle traffic, I am thankful I have satellite radio. Like many other commuters, I enjoy listening to my own collection of music and podcasts. However, my least favorite morning ritual is the task of organizing playlists and picking songs on my hour-long drive to work.
With the turn of a dial I have access to professionally curated music stations, exclusive interviews and informative talk shows—a few of the many reasons I appreciate my satellite radio subscription. As a consumer I recognize satellite radio as a quality service, but as someone working in the PR industry, I can see that this platform offers more than just entertainment on my drive to work.
For background, SiriusXM, the lone satellite radio provider in the U.S., is the result of a 2008 merger between the nation’s only two satellite radio companies XM and Sirius satellite radio. Listeners can stream content through select car stereo systems as well as certain platforms such as LG Smart TVs, Amazon Alexa and the Sonos One Bluetooth speaker. Additionally, users can stream SiriusXM on devices through their web browser and the SiriusXM app.
With over 65.4 million listeners, a full year income growth of 81 percent in 2018, and its recent acquisition of Pandora Media, SiriusXM is a serious force to be reckoned with and a leader in the broadcast space. Additionally, these numbers show that SiriusXM influences many consumers, and therefore, why savvy PR professionals should consider using SiriusXM to their advantage for potential interview placements on behalf of clients.
SiriusXM subscribers can pick from genre-specific channels, which are frequently hosted by celebrities and famous radio personalities. Many of these shows and stations are unavailable on any other platform allowing SiriusXM provide niche content to listeners. PR pros should know that these audiences can be influenced by strategic messages, when the information is presented in the right way, and therefore consider SiriusXM when brainstorming for communication mediums to place messages.
If you know the demographics of your audience, you can likely figure out which programs would be a good fit for your messaging. For example, let’s say you work with a billboard company that sells signage to small business owners, and you’re tasked with getting your brand in front of this audience. According to a 2017 State of Entrepreneurship study, your target demographic identifies as male around the age of 50-59. Genres that appeal to this demographic include News programs, Classic hits, and Adult standards. After some research, you’ve identified satellite stations like NPR Now and RadioClassics, which according to their preferences, should be of interest to this audience. Once the process is complete you ought to have a clearer sense of where and how you can effectively reach this group.
With this targeting strategy in mind, we recently arranged an interview for Sue Johansen, vice president of partner services with A Place for Mom and SiriusXM Canada’s Bruce Sellery of “Moolala: Money Made Simple.” This show is aimed at individuals, business leaders and investors looking to make sound financial decisions, as suggested by experts.
During her interview, Sue shared her expertise on themed retirement communities including places that cater to pet owners; communities that are affiliated with universities; and technology-oriented communities that offer iPads for ordering food and virtual reality theatres. After talking about the themed communities Sue shared some of the benefits of working with A Place for Mom to find housing or care for a senior loved one.
The opportunity to participate in an interview or sponsored segment can be very valuable in building thought leadership and brand credibility. Further, securing these opportunities with a station with a prominent following allows you to increase awareness around your company or service through engaging content.
Satellite radio can be a powerful PR tool; however, prior to booking interviews with station producers, make sure to do your homework. It’s a good practice to ensure you are targeting the right station and have a firm understanding of what content the station’s listeners like to hear. Targeting a specific audience while also establishing your client as a thought leader is a twofold approach that can cement your brand and provide unique prospects for exposure.