Podcasts and PR

How podcasts have become one of the best platforms for thought leadership PR activity

I’ve worked in PR for a decade, and such a lot has changed over this period. When I started out as head of media for a leading PR agency, the dream coverage for our business storytelling activity was a feature in the enterprise sections of the Times or the Telegraph. And getting a CEO or MD onto broadcast slots like BBC Breakfast Business or Radio 4’s Bottom Line were also seen as the creme de la creme of thought leadership coverage generation.

While many business leaders, thought leaders and entrepreneurs would still love the glory that comes with a quality national print, online or broadcast hit, I’m increasingly flying the flag for podcasts - and telling anyone who’ll listen a guest slot on a relevant pod is the ultimate PR win.

Why am I so obsessed? It’s not just because I am a huge fan of podcasts myself - especially The News Agents, The Trawl, Pod Save the UK and Oh God What Now!, which have kept me sane over the past year or so.

It’s because of how many more people are now tuning in, compared to just a few years ago. With roughly 21.2 million people in the UK now regularly listening to podcasts (compared to 19 million in 2022), they are on an upward curve and have fast become a medium for info and entertainment for a huge number of Brits.

But it isn’t just the impressive listener figures, it’s also the way that people listen to pods that give them distinct advantages for thought leadership content over traditional media:

  • Engaged audiences: Podcasts attract dedicated listeners who actively seek content that aligns with their interests, leading to higher engagement levels. People tend to intentionally listen to podcasts in a way that is different from having the radio or tv on in the background, or from browsing an online news site or newspaper. They choose to start to listen to an episode, and they most often listen to the end.

  • In-depth conversations: Unlike the time constraints of live radio, podcasts allow for comprehensive and wide-ranging discussions, giving thought leaders the chance to delve deeper into topics and provide nuanced insights. And a long form interview can be cut up and shared via social media, providing several more bites of the cherry.

  • Authentic connections: The conversational nature of podcasts creates a sense of intimacy and authenticity, helping to build trust and rapport with the audience. As a listener who has tuned in deliberately, you don’t feel that the content has been hoisted onto you - it feels more natural and less like a hard sell.

This is why I believe that being a podcast guest can do wonders for your visibility and credibility - helping you stand out and truly own your space in the market.

And I’d go as far as to say that the appearance on one great podcast is ‘worth’ as much as a few mentions on more general media platforms, as you’ll be connecting with a smaller, yet much more engaged audience - a spotlight effect if you will.

If you’d like to be a guest on a podcast but don’t know where to start, get in touch for a free, no-obligation chat about how I can help you.