The ubiquity of podcasts has shifted how we consume content, becoming a go-to source for news, entertainment, and everything in between. In the age of digital media, where audio and video are king, podcasts need to be considered just as important as media coverage for businesses seeking Thought Leadership exposure. However, a podcast PR strategy differs from traditional media relations, so let’s break down the basics and look at why considering podcasts is a must for a solid PR plan in 2025.

Why should you want to be a guest on a podcast?

You’ll be missing out if you don’t 

Data shows that there are over 546 million podcast listeners worldwide, and 47% of U.S. teens and adults listen to a podcast at least once a month. As podcasts gain momentum and these numbers continue to grow, the market is projected to be worth $17.59 billion by 2030. Podcasts are an undeniable force in the current media ecosystem, and brands need to take notice if they want to stay top-of-mind.

You help craft the narrative

Part of the beauty of journalism is that a reporter is able to tell a client’s story in their own words based on what they research and what they hear in an interview. Sometimes though, spokespeople would prefer to get word out using their own messages, without interpretation. On a podcast, a guest is able to control the narrative of what they’re sharing. Of course, the conversation flows based on the host’s questions and editing exists, but it serves as a great platform to speak clearly and thoroughly on the topic at hand.

A good soundbite goes a long way

Imagine this: You’re on a reputable podcast with thousands of viewers and listeners, you’re asked a question, and your answer is a catchy, brief response that perfectly encapsulates your message. Whether it’s your company’s mission, your reason for entering the industry, or an eloquent hot take on a buzzing industry topic, these quotable moments can take a brand far. Clips and quotes can be reused and promoted for social media purposes, in future content, and even in pitches to draw in more podcasts. In short, investing your time in podcasts gives you a great return.

The variety of audiences and topics are endless

There is a sea of podcasts out there, focused on a range of niche topics and industries. These podcasts are often highly flexible and responsive to topic ideas. For example, our real estate investing client expressed interest in securing a real estate investing podcast hit, and low and behold, the Abel team secured an episode with the Epic Real Estate Investing Show! You can’t get more specific than that.

On the opposite end, we were also in touch with a youth basketball-focused podcast and offered up a conversation with a youth soccer program client. While this was a departure from their usual guest profile, the host was thrilled to have Soccer Shots on Coaching Youth Hoops to share a different perspective on youth sports. There really is a podcast for anyone.

It’s good practice

For clients who feel intimidated by the prospect of a live recording on a show with wide exposure, it’s okay to start small with niche shows. Being on podcasts with limited reach offers great practice for spokespeople to familiarize themselves with their company’s talking points and learn how to answer tough questions on the spot.

What’s the process?

The pitch

Pitching a podcast host is similar to pitching a reporter—you’re trying to position a topic or story as enticing for them to write about. However, podcasts place a bit more emphasis on the person behind the story. In your pitch, amp up your spokesperson’s background, successes, and what makes them unique and qualified to share their story.

In order to craft the perfect pitch, take a step back and dig into previous episodes and guests to get an idea of who the host usually likes to hear from and what they like to ask. The research phase is also crucial to ensure this particular podcast is a fit for your goals and needs, and will reach the right audiences.

The prep 

Briefing documents are standard practice before any conversation with media, but there are a few additional points to keep in mind for a podcast. It’s important to outline:

  • What the podcast is all about
  • The host’s background and experience
  • Details of the opportunity
  • Potential questions they may ask
  • Example responses based on the company’s key messaging
  • Audio and video tips for clear, quality recording

Additionally, when an episode is being recorded and a host asks a question you may not know the answer to or be comfortable answering, it’s not so easy to stop the conversation. It’s helpful to hold a prep call that serves as a mini media training session to provide a refresher on common media response tactics, such as bridging and flagging, to navigate certain topics and get back to your key message.

As podcasts become one of the main forms of media consumption, PR pros need to reexamine traditional media strategies and keep podcasts top of mind to stay relevant and deliver valuable, versatile results. Digital media changes fast, and staying in tune with each medium’s similarities and differences will provide a variety of pitches and methods to have under your belt.

Stay tuned for my next blog post once broadsheets make a comeback!