Podcasts have steadily grown over the years, and with the help of social media, podcast audience growth has been phenomenal. It has grown to be a trusted source of information for many — both globally and in South Africa. 

Audiences are increasingly drawn to niche shows for learning, connection and discovering fresh voices. For PR experts, appearing as guests on podcasts provides a unique opportunity that many other platforms lack: an in-depth, continuous dialogue that enhances thought leadership and adds a human touch to the brand.

 

Why Podcasts are a PR Gem

Podcasts offer PRs long-form, earned media exposure — with no character limit. Beyond this, podcasts also create a sense of connection and trust, where listeners feel like they truly get to know the guest.

Many podcasts also cater to niche and highly engaged communities, which is perfect for a targeted PR strategy. Additionally, podcast content often lives on for years — essentially creating evergreen content.

 

What Podcasts Can Do That Press Releases Can't

While press releases are still a valuable PR tool, there are some things that podcasts can do for PRs that a press release just can't. 

Press Releases:

  • limit personality

  • appear formal 

  • are usually skimmed by readers

  • often only have a one-time use, and

  • are controlled in tone and messaging.

Podcasts:

  • are more human and spontaneous

  • can be conversational

  • are more in-depth

  • can be repurposed into different formats, and

  • builds credibility and trust.

A key takeaway from this is that podcasts allow a brand to speak with their audience and not at them.

 

Who Should Be Getting on the Mic?

Your next question is probably who do you get mic'ed up? First do some research into which podcast your brand should be featured on, and do research into their audience as well. 

From this you will be able to deduce who the ideal guest for the podcast is. These can range from:

  • CEOs and Founders with a compelling story or vision

  • PR and marketing leads who can talk about trends and case studies

  • subject matter experts with niche knowledge, or

  • thought leaders looking to grow credibility in a particular industry.

 

How to Include Podcasts in Your Strategy 

As we can see, podcasts are a channel in which brands and PRs can really connect with their target audience and consumers. But how exactly can you add podcasts to your PR strategy?

Your aim is to increase brand visibility and boost sales. So, ensure the podcasts you approach resonate with your ideal customer base. Find podcasts that cater to an audience similar to your brand's target demographic.

Select a representative for your brand who can effectively communicate, tell engaging stories and connect with the audience emotionally. It's crucial that they are open and willing to share personal insights. 

You need to then request media kits from podcasters, as they should have detailed information about their audience and its size. Even if you're not considering advertising, it's important to know if your target audiences align, given the effort required for a speaking engagement.

Decide on how you will evaluate the impact of your efforts. Are you aiming to appear on numerous podcasts as a vanity metric, or are you focused on driving website traffic and sales? Determine how you will track the effectiveness of your interviews. Understanding this from the outset will influence your pitching strategy. And finally, develop your pitch.

 

Maximising the Impact After the Episode Drops

Once your podcast has gone live, you need to make it go viral. There are a few things you should be doing as a PR after your podcast has aired to make sure you get the most out of it. 

A few things you can do are: 

  • share the episode extensively across your social media platforms and your press lists

  • clip memorable soundbites or quotes for reels or LinkedIn content

  • embed the episode in blog posts or on your website

  • tag the host and show — this will help you build a long-term relationship, and

  • repurpose by turning the insights into a thought leadership article or infographic.

Podcasts offer more than just a way to gain publicity; they provide an opportunity to establish trust, depth and authority. With the right strategy, appearing as a guest on a podcast can create content, engage a specific audience and elevate your client or brand as an influential voice.

 

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For more PR tips, take a look at our article on The Art of the Apology: How to Say Sorry (And Mean It) in PR.
*Image courtesy of Canva