Blog By: Quin Welch, Associate Strategist, C2 Strategic Communications
In an increasingly digital world, podcasts have emerged as a powerful medium for storytelling, education and communication. For public relations professionals, they offer a valuable opportunity to reach targeted audiences by appearing as guests or placing stories on relevant shows.
Instead of launching a new podcast, organizations can find greater impact by tapping into existing ones that already engage their ideal listeners. Here’s how to make podcasts a meaningful part of your media relations strategy.
What Is a Podcast?
A podcast is a pre-recorded audio program that listeners can stream or download on demand. From daily updates to monthly episodes, podcasts offer a flexible platform for engaging with content tailored to specific interests. With low production barriers, podcasts cover nearly every topic — from news and business to true crime and entertainment. Hosts range from journalists and industry experts to passionate hobbyists.
Why Use Podcasts for Media Relations?
Podcasts provide unique advantages. Unlike traditional media, podcasts attract niche audiences who actively choose what they listen to. This means listeners are typically more engaged and more likely to trust the content they consume. With millions of podcasts available worldwide, there’s likely a show that aligns with your message and audience.
How to Integrate Podcasts Into Your PR Strategy
1. Identify your audience: Start by understanding who you’re trying to reach. What types of podcasts does your audience already follow? For example, a bourbon distillery should target shows focused on whiskey or craft spirits rather than unrelated beverage categories.
2. Start your search: Use platforms like Spotify, Apple Podcasts, Google Podcasts or iHeartRadio to discover relevant shows. Look for descriptions, listener reviews and ratings to gauge fit. Social media communities, on Reddit, Facebook or X (formerly Twitter), can also surface podcast recommendations in specific interest areas.
3. Do your homework: Before reaching out to a host or producer, listen to a few episodes. Assess the tone, subject matter and guest style. Look for listener metrics, if available, or evaluate the show’s social media presence to gauge reach and engagement.
4. Craft your pitch: Approach podcasters with the same professionalism you’d use for any media contact. Find their preferred method of contact, often listed on their website or social media, and personalize your pitch. Clearly explain how your story aligns with their audience and why it adds value.
The Payoff
Podcast partnerships can yield long-term benefits. While audience sizes may be smaller than those of traditional media, podcast listeners are often more loyal and invested. The longer format allows for deeper storytelling — something that’s often missing in other forms of media coverage.
Final Thoughts
Podcasts are a growing force in media. By identifying the right shows, doing thoughtful research and crafting personalized pitches, organizations can effectively use podcasts to amplify their message. As the media landscape evolves, integrating podcasts into your public relations strategy is not just a good idea — it’s essential.
