Let’s face it — podcasts have completely reshaped the way we communicate, connect, and tell stories. As someone who works in PR, I see firsthand how podcasts have become a vital part of any smart communications strategy. What used to be a niche format has exploded into a global platform, with over 464 million listeners worldwide in 2023 and projected growth to over 500 million by the end of this year. For PR pros, this represents an incredible opportunity to reach engaged, targeted audiences in ways traditional media often can’t match. So, how exactly can we as PR professionals harness the power of podcasts? Let’s break it down.

Getting Earned Media Through Podcast Guest Spots

One of the most valuable uses of podcasts in PR is securing guest appearances. When your spokesperson lands a guest spot on a relevant, high-profile podcast, you’re tapping into long-form conversations that allow for nuance, depth, and personality — a far cry from the short soundbites we often get in traditional media. And the audience is massive. According to Edison Research, 62% of Americans aged 12 and older have listened to a podcast. That’s a huge slice of the population open to thoughtful conversations. But it’s not just about reaching a big audience — it’s about reaching the right one.

Finding the Right Podcast Matches

Success in podcast PR starts with research. Not every podcast is the right fit, so it’s essential to find shows that align with your brand’s values, target audience, and goals. Tools like Rephonic and Chartable can help identify podcasts with the right demographics. For example, if you’re trying to reach business leaders, a show like Masters of Scale might be a perfect placement.

Pitching Like a Pro

Of course, podcast hosts get flooded with guest pitches. To stand out, you need a pitch that highlights what’s unique and valuable about your story or spokesperson. Offer a fresh perspective, tie into current events or trends, and be clear about why your guest would bring real value to that show’s audience.

Launching a Branded Podcast

Guest spots are just one side of the equation. More and more companies are creating their own branded podcasts — and doing it right takes planning. According to industry surveys, it typically takes 3–6 months to launch a successful branded show, including setting clear objectives, developing a content strategy, and building a production plan.

Content Is (Still) King

To keep listeners engaged, branded podcasts need to offer real value, whether through education, entertainment, or insider insights. Consistency is key here: 48% of top branded shows release episodes weekly. But it’s not just about putting out content — it’s about producing content that connects.

Quality Matters

Listeners care about sound quality. In fact, 76% say they’ll stop listening to a podcast if the audio is poor. That’s why it’s worth investing in good recording equipment, proper editing, or even working with professional production teams. And don’t underestimate the importance of choosing the right host — authenticity matters. Studies show 65% of listeners engage more when they feel the host is genuine and relatable.

Maximizing Your Podcast Investment

Here’s where things get really interesting. One podcast episode can feed a whole range of PR and marketing channels. You can repurpose episodes into blog posts, social media snippets, video clips, newsletters — the possibilities are endless. According to the Content Marketing Institute, brands that repurpose podcast content see 300% more engagement across their platforms.

Transcripts are another hidden gem. Beyond making your content accessible, they also boost SEO. Pages with transcripts rank for 70% more keywords, helping drive organic traffic to your site.

Tracking What Works

To know if your podcast strategy is paying off, you need to measure results. Key metrics include downloads, listener retention, episode completion rates, social shares, and referral traffic to your website. Tools like Chartable, Podtrac, and Spotify for Podcasters can give you a window into listener behavior and help prove your podcast’s ROI. Interestingly, according to Nielsen, podcast listeners show 71% better brand recall compared to traditional media audiences. That’s a powerful statistic when you’re evaluating the long-term impact of your efforts.

Final Thoughts

Podcasts have firmly established themselves as a must-have in the modern PR toolkit. Whether you’re securing guest appearances or launching your own show, the opportunities to tell richer stories, build authentic connections, and expand your brand’s reach are too good to ignore. Start small, stay strategic, and remember to measure as you go. With the right approach, podcasts can amplify your PR efforts in ways that truly resonate — and that’s something worth tuning in for.