Talk Your Way to the Top: Podcasting’s PR Potential

Public relations plays a crucial role in bridging audiences with businesses. Today, we delve into a rapidly growing communication and networking platform that is revolutionizing the PR field—podcasts.

Now, I did a bit of digging before writing this article, and here are a few things you need to know about podcasts that might get you hooked. 

• The term podcast is a portmanteau (a word made from combining the spellings and meanings of two or more other words or word parts) of “iPod” and “broadcast.” It was coined in 2004 by journalist Ben Hammersley.
• From 2005- 2010, Apple and smartphones added podcasts to softwares, making it easier for users to discover, download, and subscribe to podcasts. This significantly boosted the visibility and accessibility of podcasts.
• The release of Serial, a true crime podcast, in 2014 marked a significant cultural moment for podcasts. It showcased the medium’s potential for storytelling and investigative journalism, attracting millions of listeners and bringing podcasts into the mainstream.
• The rise of podcast networks and platforms, such as Spotify, Apple Music, and others, helped to organize and promote podcasts, further driving their popularity.

The connection between PR and podcasts

The best thing about podcasts is that these conversations can be about anything and everything. The tone can be serious, funny, sweet or even terrifying!

It equally fits the key components of public relations- content marketing (brand growth), a platform that brings in guests from different businesses (networking), sharing personal experiences (storytelling) 

The next best thing for public relations

It’s no secret that everybody is busy and may not have the time to read newspapers or the news on digital platforms. According to a study in 2022 by Statista, around 46 per cent of Canadians aged between 18 and 49 listen to podcasts.

In my opinion, traditional PR hasn’t had the best run lately. In keeping up with the new trends, it seems like podcasts have the power to extend their audience because of how they are consumed. If combined with traditional PR methods, this would help your brand or client be featured across different mediums that will appeal to different demographics.

Adding to the point above, public relations thrives on networking, and podcasts bring this factor to an open platform where people not only get a spotlight but also share their personal journeys or experiences that resonate well with an audience. 

Lastly, this connection creates a sense of transparency regarding different subjects, whether it’s a brand, client, or customer worldwide. 

So, can I start a podcast, or do I only get companies to do it? 

We live in a world where one viral reel or post can make you an influencer overnight. 

Don’t think that podcasts are just for businesses or big names. A truly creative, niche podcast that can connect with the right crowd can easily ignite an engaged audience. 

It’s all about building a platform, inviting guests, or speaking solo and making sure that whatever you say is reaching the audience you are targeting—all through communication. 

Here are a few famous podcasts that speak about public relations (yes, I listen to some of them, too):

The Hanson & Hunt Podcast with Arik and Kevin: The Talking Points Podcast is your go-to source for news and tips on PR, communications, and marketing. 

The Spin Sucks Podcast with Gini Dietrich: Spin Sucks is well known in the PR industry for being a top platform for professional development through insights and knowledge sharing.

PR Roundtable with Jesse Wynants: Prezly co-founder Jesse sits with some interesting people who are making big moves in the PR industry. The topics range from strategizing to starting your own PR firm to podcasting.

The PR Week Podcast with Steve Barrett and Frank Washkuch: The PR Week is a weekly roundup of everything that matters in the world of PR and communications.

And in saving the best information last, here are a few suggested PR Canadian companies, agencies or volunteering spaces that have podcasts, too:

• PR & Lattes (why wouldn’t I be biased?)
• Beyond PR
• Colour Me PR 
• Inside PR
• PRofessionals & Coffee

Which are your favourite PR and communications podcasts?