The PR value of Podcasts

Two of the most common questions I hear about podcasts: “How can I be interviewed on a podcast?” and “How do I start a podcast?”

At Media Minefield, we’ve heard these two questions more in the last 10 months than in our first 10 years in business. I find so much value in podcasts, I started my own. Flip Your Script debuted in May 2020 and gave me a unique perspective on the continued rise of podcasts - from the host’s perspective and the value each interview brings to the guests.  

According to a new study, more than one-third of Americans over age 12 consume podcasts regularly. New data provides fascinating insights: Regular podcast listeners consume more than six and a half hours of content a week, and more Americans listen to a podcast each week than attend a religious service. 

Unlike many other media platforms, podcast consumption is rising, which is one of the reasons there is so much PR value in adding podcasts to your marketing plans. 

Reach a Unique Audience 

From a doctor talking about a specific medical condition to true crime stories and journalists from major news outlets taking a deep dive into the latest headlines, there is a podcast for everyone on nearly every topic. Because some podcasts focus on a niche audience, it is simpler than other mediums to target your ideal audience. Do your research to find the right podcast that aligns with your target audience and allows you to share your story. It is more valuable to reach the right 100 people with your message than the wrong 1,000,000. 

More Time to Share Your Message 

Unlike mainstream TV news interviews or even an Instagram video, podcasts allow more time flexibility. Podcast episodes range from a few minutes to hours. Editing due to time or space constraints often makes a news interview only a couple minutes. However, there are podcasts that do very little editing and allow the guest to talk without interruption or major edits. This gives you as an expert more time to share your message and have an in-depth conversation with the host. 

Practice Makes Perfect

A podcast interview is excellent practice for other types of interviews or speaking engagements. Clients are often surprised when they hear their voice or listen to what we call their “verbal blankie” - those are the filler words we often use, such as um, like and good question. It’s always valuable to identify and eradicate these communication crutches. 

If you don’t already have podcasts in your PR plans, it’s time to reconsider. Like any PR endeavor, a podcast interview isn’t valuable if you don’t share it. Use a portion or all of the interview on your website and social media platforms, share with stakeholders or leverage it as part of fundraising. It’s not always the first medium that comes to mind when people think of building credibility through earned media, but there’s tremendous value in sharing your message through podcasts.