We explore why podcasts offer a way for PR’s and brands to communicate through meaningful conversation

Pre-pandemic, podcasts were gaining more traction, for most, podcasts were what we listened to on a long drive or travelling to work, but it was not necessarily an essential way for us to absorb news, information, or media. Fast forward two years and the way we view podcasts within the PR industry has changed immensely, podcasts have not only survived during the pandemic, but they have also thrived.  As they did, we as PR’s have found a new way to communicate through our clients to key audiences, they otherwise wouldn’t have been able to reach.

Why do we like podcasts so much?

Podcasts offer listeners a way to feel like they are gaining an insight into someone’s thoughts, feelings, and private conversations. Unlike reading an interview online or in a magazine, on a podcast you can hear the voice, tone, and humour of a person, making them more human and relatable. In addition, they also stay around longer than an online interview or Instagram story, which is replaced by another story within hours or days! Podcasts have longevity and can stand the test of time if the story is strong enough.

How can brands leverage podcasts?

This makes podcasts a fantastic tool for brands to leverage spokespeople and build awareness of campaigns and key messages. Podcasts allow you to pre-plan questions and themes, steering the conversation in a clear direction. Whilst the conversation between brand or spokesperson and the podcast host seems more natural, which adds honesty and reliability to the interview.

What’s next in the world of PR and podcasts?

According to podcasts insights* in the US in 2018 there were 700,000 podcasts on Apple, and by April 2021 there were 2,000,000, and this number continues to grow.

This is why the PR team at Clareville think it’s essential to include podcasts in your PR strategy, not necessarily for every client, but certainly for those that have very clear messaging they want to communicate, a big campaign to launch or spokesperson to spread the word.

*https://www.podcastinsights.com/podcast-statistics/

For more information on how we can help you spread the word about your brand through PR please contact: [email protected]