Playback time: 3”
Few sectors today escape the wave of podcasts, the programs available on the Itunes, Snitcher, Deezer or Soundcloud platforms. The reason for this success is a short, commercial-free format that can be listened to on demand, on different media and in any location. Despite this craze, professional services firms are finding it hard to invest in this medium.
Very often specialized on one subject (feminism, TV series, medieval history, soccer, travel, wine entrepreneurship…), podcasts offer several variations on this theme, almost exclusively on a weekly basis. Among these, feminist podcasts are enjoying dazzling success, accounting for 3 of the 6 most listened-to podcasts in December 2018, according to the Podcasteo association.
Popularized by the rebroadcasting of radio shows, this format is now favored by a growing number of independent producers. Above all, they seek to showcase their expertise and share their passion. One of their aims is to give a voice to those who are invisible in the mainstream media. The Binge Audio podcast network describes itself as: « a medium that asserts its position: on the diversity of cultural territories and points of view, adapted to a young adult and connected audience; on the renewal of forms (documentaries, fiction, reports) and generations (new talents); on the renewal of political, economic or social debate ».
CREATE THEIR PODCAST: THEY DID IT
Podcasts are a way of reaching new audiences and demonstrating expertise. Even if they don’t necessarily generate an immediate return on investment, they help to identify their authors as approachable, innovative and educational professionals, as well as improving their SEO credentials. In view of their low cost and popularity, it is surprising to note the lack of enthusiasm for this medium among professional services firms (notaries, bailiffs, chartered accountants, lawyers, etc.), unlike their Anglo-Saxon counterparts.
However, this initial observation needs to be qualified. Some professionals have decided to start producing podcasts for several reasons:
– To change the image of their profession. Lilas Louise Maréchaux has been publishing weekly interviews for her podcast Fleur d’Avocat since November 1, 2018. The line set is resolutely positive, since all her interviewees have “the common denominator of being fulfilled lawyers”. She has developed an effective communication strategy with a dedicated website, a streamlined logo and the organization of meetings with her listeners via the “Meetup” site. Feedback has been unanimously positive.
Anissa Zaidi, founder of the AZ law firm, has also decided to get the men and women of the law talking in her podcast “Des Robes et des Voix“.
– Highlighting their expertise and popularizing it through thematic podcasts,
These range from divorce law (Cabinet Granvelle), to the creative industries (Lawfully Creative by Cabinet Crevofi); notarial law (Conseil du Coin); legal tech (France Legal Tech Talk); and media and technology law (Besoin de rien, envie de droit). In this latest podcast, Clara Benyamin insists that her guests explain each legal term to make the message accessible to all audiences.
– Getting known
Me Berger has chosen to draw on his expertise to talk to the general public about general themes relating to justice and the law. He thus published a teaser at the end of December 2018 announcing the forthcoming launch of his monthly podcast In Limine Litis. In addition to Itunes, the lawyer decided to broadcast the episode on youtube, a choice that would improve his SEO and reach a new audience. He also opted for an interactive approach, proposing that listeners “choose the themes of the shows by putting a blue thumb under this episode and writing the desired theme in comments”.
– Showcasing the company as an innovative player
Foncière Gecina has decided to relay its annual report via 16 podcasts: « If these recordings can convince 5 graduates from top schools to join us, I’ll already have succeeded » (Julien Landfried, Communications Director).
THE IMPORTANT THING IS TO PARTICIPATE
Those who have neither the time nor the inclination to embark on the arduous process of setting up a company can always take part:
– on specialized programs such as Lexradio, to discuss legal issues among experts ;
– in mainstream programs such as LSD, France Info’s documentary program that followed Seban lawyers for 4 episodes, to popularize the profession
– in podcasts focusing on specific professions, such as Talents Précieux, where bailiff Estelle Molitor was interviewed about her career path
– in programs dedicated to entrepreneurship, such as Vécus, which discusses the issues involved in venturing out on your own
– in themed podcasts to talk about legal, financial and accounting issues (entrepreneurship; sport; culture…).
Don’t hesitate to contact the authors of the podcasts you’re interested in directly and ask them for an interview. Distance isn’t even a problem, as interviews can be conducted via skype.
Legal, financial, accounting and real estate professionals also have the option of highlighting their profile on Les Expertes, a directory designed to increase the number of female experts invited to appear in the media.
If this article has convinced you to create your own podcast, find out how to make it a success next Tuesday!
POUR ALLER PLUS LOIN
Annuaire des podcasts
L’Association des Podcasts : annuaire, classement
Le podcast The Lawyerist
Podcast Technically Legal
Le podcast du juriste moderne
