Once upon a time, podcasts were usually followed by “pod…what?” as people struggled to understand how your life choices led you in such a direction. Nowadays, though, they are everywhere and in almost every industry, from entertainment to fashion to food. And yes, even PR now does podcasts.
Podcasts are a favorite way to keep up with everything from news & entertainment to hobbies & professional topics and a million things in between. Whether listening on the way to work, on a jog, or during lunch, podcasts are now part of the daily routine for millions of us who love the unlimited (free!) choices available on every topic you can imagine.
Podcasting has also become a powerhouse medium that helps public relations professionals get their message to the masses. But how can you harness the power of podcasts for your PR campaign?
Key Takeaways
- The term “podcast” itself is a portmanteau of “iPod” and “broadcast,” hinting at its origins.
- One of the key strengths of podcasts lies in their ability to foster deep connections between hosts and listeners.
- Podcasts offer a more intimate and personal experience than traditional media formats, allowing hosts to share their stories, insights, and expertise in a conversational tone.
- Podcasts can be an effective tool for PR as it allows organizations to communicate directly with their audience in a personal and engaging way.
- Additionally, podcasts are easily shareable and can reach a wide audience, making them an effective tool for spreading key messages and information.
A Brief History of Podcasts
The term “podcast” itself is a portmanteau of “iPod” and “broadcast,” hinting at its origins. In 2004, the first podcast, aptly titled “iPodder: New York Times,” emerged, allowing users to subscribe to and automatically download audio files.
Initially, podcasting catered to a tech-savvy audience, but its accessibility grew with the rise of smartphones and streaming platforms. Today, listeners can access a vast library of podcasts covering virtually every imaginable topic, from true crime and comedy to in-depth discussions on science, politics, and business.
One of the key strengths of podcasts lies in their ability to foster deep connections between hosts and listeners. Unlike traditional media formats, podcasts offer a more intimate and personal experience, allowing hosts to share their stories, insights, and expertise in a conversational tone. Listeners often develop a sense of loyalty and trust towards their favorite podcast hosts, making podcasts an ideal platform for brands to engage with their target audience authentically.
Moreover, podcasts offer unparalleled flexibility and convenience, enabling listeners to consume content anytime, anywhere. Whether they’re commuting to work, exercising at the gym, or cooking dinner, listeners can tune in to their favorite podcasts and engage with the content effortlessly.
This accessibility makes podcasts a valuable medium for reaching audiences who may not have the time or inclination to consume traditional forms of media.
What Goes On PR Podcasts?
They say “content is king” and the same rule applies to podcasts as it does to blogs, websites, etc. Podcasters can attract listeners, but they need engaging useful content to keep them coming back.
As expected, a PR background gives plenty of inspiration for podcast topics but here are some of the basics that always work out when done well:
#1. General PR industry news and current events
In a field as large as PR, there’s always something interesting going on. It might be local, national or international but there is always something to talk about. Podcasters can pick a topic and present it in an accessible way that informs and even maybe entertains. They could also highlight a lesson it teaches or a rule it illustrates.
In the end, they often try to provide takeaways for listeners that will make them better at what they do or more informed about the world of PR.
#2. News about the podcaster and their agency
While podcasters have to be careful not to make themselves the star too often, listeners do want to hear about them, what they’re doing and what makes their work special.
#3. Case studies
A staple of all business-oriented podcasts. Listeners want to hear about the challenges, triumphs and setbacks that others have experienced and how they dealt with them. Case studies give podcasters a chance to showcase their work, their people and the way they deal with clients.
However, they have to be careful not to make it too self-promotional—make it about the client and PR tactics and strategies.
#4. Guest interviews
Even if the podcaster is the best host or hostess ever, listeners will appreciate a bit of variety from time to time. Guests bring their own opinions, experience and knowledge, expanding the value of your podcast. On top of that, guests present an opportunity to connect with a new audience – those who are listening because they’re more interested in the guest.
#5. Listener questions and comments
What better way to engage an audience than to make them the star of the show? A popular format that podcasters use is to make it clear that listeners are always welcome to contact them with questions about PR or their input on the various topics they cover. They can use this feedback to answer them and discuss their opinions on the subjects discussed.
How To Start PR Podcasts
In today’s digital world, podcasts have emerged as a powerful medium for communication and storytelling. They offer a unique opportunity to engage with audiences on a personal level, and one industry that has embraced this medium wholeheartedly is public relations (PR).
Moreover, if you’re passionate about PR and looking to amplify your reach, starting your own PR podcast can be an excellent way to showcase your expertise and build meaningful connections.
Consider the following key factors to get you started:
How To Start A PR Podcast
15 Insightful PR Podcasts For You
PR pros are always looking for ways to get inspired and become more productive and like many professionals, they’re increasingly tuning into podcasts while they work. Podcasts are an excellent medium for busy working people as they can be consumed on-the-go, whether on your commute, working out at the gym, cooking, or other activities.
Here are the top PR podcasts to follow in 2024:
#1. The Hanson & Hunt Podcast with Arik & Kevin
The Talking Points Podcast is your central location for relevant news and tips around the world of PR, communications and marketing. The podcast creators are Arik Hanson and Kevin Hunt, both of whom have an incredible wealth of experience to share with listeners.
With episodes discussing topics such as data journalism and fake sponsored content, you’ll find yourself looking forward to Hanson and Hunt’s weekly updates.
#2. The Spin Sucks Podcast with Gini Dietrich
The Spin Sucks Podcast with Gini Dietrich is a weekly podcast. It covers a wide range of topics related to public relations, marketing, and communications. Gini Dietrich is the host of the podcast and the founder and CEO of Spin Sucks, a marketing and communications blog.
The podcast features interviews with top PR professionals and experts who share their insights and best practices for building successful PR campaigns and strategies. Each of the podcast’s episodes offers valuable insights and advice for PR professionals who want to deliver measurable results for their clients.
#3. Code Switch
The hosts of Code Switch don’t mince words: “Remember when folks used to talk about being “post-racial”? Well, we’re definitely not that. We’re a team of journalists fascinated by the overlapping themes of race, ethnicity, and culture, how they play out in our lives and communities, and how all of this is shifting.”
Put together by a stellar team of journalists from public radio, including Kat Chow, Gene Demby, Adrian Florido, Karen Grigsby Bates, and Shereen Marisol Meraji; they ponder questions such as: “When do you call someone out for micro-aggressive racism and when do you let it go?”
As PR pros, having an opportunity to walk a mile in someone else’s shoes, and see issues from multiple perspectives is always a good thing.
#4. Stories and Strategies for Public Relations with Doug Downs
Out of all the PR podcasts on this list, this is one of the most genuinely fascinating communications podcasts I’ve listened to. This is largely thanks to its solid combo of expert guests and really in-depth conversations around a broad range of topics.
Doug Downs is an effortlessly approachable host, managing to strike up a rapport with pretty much any guest, making the conversation a pleasure to listen to.
The podcast also covers current trends and news in the PR industry, making it a valuable resource for anyone who wants to stay informed and up-to-date on the latest developments in the field.
#5. The PR Week with Steve & Frank
PRWeek offers engaging weekly discussions with prominent figures in the PR and communications industry, covering a diverse range of topics and subjects. While there is a vast collection of past episodes to explore, staying current with the latest episodes is highly recommended as they often cover current events.
According to PR Week, “Tune in each week as PRWeek editorial director Steve Barrett and executive editor Frank Washkuch conduct in-depth interviews with notable guests and run down the week’s top news stories.” Keeping up with new episodes provides valuable insights and perspectives on the most recent developments in the field of PR and communications.
#6. Design Matters
Host Debbie Millman’s PR podcast is about “design and inquiry into the broader world of creative culture through wide-ranging conversations with designers, writers, artists, curators, musicians, and other luminaries of contemporary thought.”
Think of Design Matters as “Fresh Air” for creatives. Since Millman converses with influencers, she gives PR professionals insight into their everyday worries and concerns. Perhaps hearing influencers in conversation (259 episodes are available) will help us reach out to the ones that matter to our community.
#7. Become A Media Maven with Christina Nicholson
Join media guru Christina Nicholson in this weekly podcast on all things comms. Christina started her PR agency, Media Maven, after working as a TV anchor and reporter for more than ten years (all with an infant and toddler at home – you can already tell she knows how to get things done!).
Episodes of Become A Media Maven draw on Christina’s vast experience to give you practical tips on how you too can improve your reputation and online authority.
#8. On Top of PR
On Top of PR is the perfect podcast for when you want to stay sharp, grow professionally, and learn from other experts in the PR world. Each week, host Jason Mudd invites a “featured guest to discuss PR and marketing topics, tips, and trends”.
#9. Indestructible PR Podcast with Molly McPherson
Molly McPherson, APR, boasts decades of experience as a crisis communication expert. Her show is the perfect resource for those seeking to enhance their crisis communication skills and learn from real-life scenarios. Through her podcast, Molly aims to teach communicators how to manage crises effectively and build an indestructible reputation. She shares real-life examples, case studies, and practical tips on various aspects of PR and crisis communications.
This makes her podcast a valuable resource for PR professionals and anyone interested in the field.
With over two decades of experience in PR and corporate communications, Molly has developed a reputation for helping individuals and organizations navigate through challenging situations and emerge stronger. She is also a frequent speaker and writer on topics related to crisis communications, reputation management, and social media.
#10. The PRovoke Podcast
As you might expect from the group formerly known as The Holmes Report, PRovoke produces enticing episodes that focus on the entire public relations industry. With interviews and discussions on the latest topics as well as future trends, you’re bound to find an episode to satisfy your podcast craving whatever mood you’re in.
The host of “The PRovoke Podcast” is Arun Sudhaman, the CEO and editor-in-chief of PRovoke Media. Arun is a well-known journalist and commentator on the PR industry, with over 20 years of experience covering the sector. He has reported from several countries around the world and has interviewed some of the most influential figures in the industry.
Under Arun’s leadership, PRovoke Media has become a go-to source of information and analysis for the PR industry. With “The PRovoke Podcast,” Arun brings his wealth of knowledge and experience to listeners, providing valuable insights into the latest trends and issues affecting the PR industry.
#11. PRmoment podcast with Ben Smith
The PRmoment Podcast is a podcast series focused on the public relations industry in the UK. It covers various topics such as crisis management, influencer marketing, internal communications, and social media. The podcast features interviews with senior PR professionals, journalists, and media experts.
The aim of the podcast is to provide insights and perspectives on the evolving PR landscape in the UK.
The podcast is hosted by Ben Smith, the founder and CEO of PRmoment.com, which is a UK-based PR news and opinion website. Ben has over 20 years of experience in the PR industry and is a well-known figure in the UK PR community. He also hosts webinars and events for the PR industry in the UK.
#12. Marketing over Coffee with John J. Wall and Christopher S. Penn
“Marketing Over Coffee” is one of the most popular PR and marketing podcasts that covers a wide range of topics related to digital marketing, social media, SEO, etc. John J. Wall and Christopher S. Penn, both of whom are seasoned marketing professionals with extensive experience in the field, host this podcast.
Together, John and Christopher offer a unique perspective on marketing. Their podcast features a mix of industry news, interviews, and practical tips for marketers. Their easygoing banter and down-to-earth approach to marketing make “Marketing Over Coffee” a fun and informative podcast that is highly regarded in the industry.
#13. On the Media with Brooke & Bob
For incredibly insightful discussions on worldwide trending topics and how they affect our lives, On The Media with Brooke Gladstone and Bob Garfield is well worth a listen. The podcast delves into the details of various topics driving big interest across the media and the world at large.
#14. Today in Focus by The Guardian
“The Guardian Today in Focus” is a popular news podcast produced by The Guardian, a leading UK-based newspaper. Its hosts are Nosheen Iqbal and Michael Safi. The podcast provides in-depth analysis and commentary on the day’s most pressing issues. It covers various topics, including politics, society, and culture.
Each episode of “The Guardian Today in Focus” features interviews with experts, journalists, and other figures who provide insights and perspectives on the discussed topic. The podcast is known for its high-quality reporting and engaging storytelling. It’s a must-listen for anyone interested in staying informed about the latest news and events.
The most popular episodes of “The Guardian Today in Focus” have covered climate change, the pandemic, and the US presidential election. The podcast won several awards, including the Best Daily News Podcast award at the British Podcast Awards in 2019.
#15. PR Roundtable with Jesse Wynants
Prezly co-founder Jesse sits down once a month and picks the brains of interesting people who are making big moves in the PR industry. Topics range from how data informs strategy, how to start your own PR firm, podcasting, and more.
Uploaded monthly, PR Roundtable is a great way to stay up-to-date on the constantly evolving comms world.
How Can Podcasts Be Used As A PR Tool?
Podcasting can be an effective tool for public relations as it allows organizations to communicate directly with their audience in a personal and engaging way. It provides a platform for companies to share their stories, discuss industry trends, and provide insights into their culture and values. This can help to build a stronger connection with the audience, enhance brand image, and increase customer loyalty.
Podcasts can also be used to manage crisis situations by providing timely and accurate information directly to the public.
Moreover, podcasting can be used to establish thought leadership in a particular field. Organizations can share valuable knowledge and insights by inviting industry experts, influencers, or company leaders to speak on the podcast, positioning themselves as authorities in their industry. This can help to build credibility and trust with the audience, which can ultimately lead to increased brand awareness and reputation.
Additionally, podcasts are easily shareable and can reach a wide audience, making them an effective tool for spreading key messages and information.
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