Podcasting and Public Relations: Let’s Talk About It

By Shaley Brown

Episode 1

podcast is a digital audio program you can listen to when and wherever you like — in the car, on the way to work, while exercising at the gym or walking to class, or even on a plane. A podcast commonly features one or several hosts who center their discussions around a specific subject. According to an Exploding Topics article, there are 3.02 million podcasts currently streaming.

So why does everyone have a podcast?

Tuning in with your brand

Podcasting provides a unique platform to market your brand in a much more casual way than traditional media. Unlike billboards, commercials and newspapers, podcasting is conversational.

Conversing with an audience can allow listeners to provide feedback, leave questions and comment. Interactive media tools can create a two-way conversation between the listener and the brand.

Podcasting also offers a large platform for collaboration within the industry, which can bring fresh perspectives to a target audience. Having multiple, diverse insights may also lead to creating a network of opportunities that further the brand’s reputation and visibility.

Mic drop

You can have a podcast about anything. Some of the most popular podcast topics are true crime, comedy, politics, celebrity interviews and advice.

Stand-up comedian and sometimes controversial Joe Rogan launched his podcast in 2009. “The Joe Rogan Experience” has since become the most watched podcast in America.

Another notable podcast is “Call Her Daddy.” Originally hosted by Alexandria Cooper on Barstool Sports, the content of the show was centered around explicit topics. In 2021, Cooper signed a $60 million deal with Spotify. After she switched platforms, she shifted her content to focus on women’s empowerment. Cooper is now the highest-paid female podcaster on Spotify.

Even McDonald’s has a podcast. Titled “The Sauce,” the show explores the fallout surrounding the Szechuan sauce. McDonald’s is also using the platform to promote the re-release of its signature sauce. By utilizing media with millions of listeners, it is hoping to avoid the failure it suffered with the original release.

Thanks for listening

Podcasting has emerged as a powerful tool for brand owners to establish and foster relationships with their audiences. With its ability to deliver engaging and informative content, podcasting offers a unique platform for brands to connect with their target markets on a deeper level.

Creating a podcast can be an effective tool for brand owners to establish leadership and authenticity between themselves and their customers. With these trusted podcast hosts and guests, companies and brands can begin to build credibility and long-term relationships with their audiences. Listeners appreciate transparency from brands and thus form a sense of loyalty.

Companies and brands can establish credibility by giving their expert opinions on specific topics and engaging in direct communication with their customers and partners. Ultimately, podcasts are responsible for strengthening a brand’s relationship with its target audience — translating into the consumption of the brand’s products.

In 2024, podcasts worldwide are projected to reach over half a billion listeners. Now more than ever is it important to incorporate podcasting into one’s marketing and public relations strategies.

Starting a podcast isn’t just for the sake of chatting, but to pass the mic from brand to listener to consumer.

Shaley Brown is a senior honors student at The University of Alabama studying public relations and international business while working towards an MBA.

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