Podcast PR - Podcast Placement for Brands
The popularity of podcasts has exploded in recent years, transforming how audiences consume content. As traditional media channels like print and linear TV continue to decline, podcasts have emerged as one of the fastest growing and most influential platforms for storytelling, brand building and thought leadership.
According to Ofcom, 11.7 million people in the UK listen to podcasts every week - that’s roughly one in five adults. From news and current affairs to comedy and business discussions, podcasts are now a core part of our media consumption.
For brands and PR professionals, this presents a powerful opportunity.
How we can help
What is Podcast Placement in PR?
Podcast placement is securing guest appearances editorially for clients on relevant podcast shows. It allows brands to communicate key messages in a more natural, engaging and credible way and far removed from traditional advertising.
But we’re finding increasingly that podcast shows are charging brands to place guests particularly on high-profile business or niche industry shows. Our prediction is that the “pay to play " model where guests pay for the privilege of appearing is going to be more of a theme.
Unlike broadcast interviews, podcasts offer long-form, conversational storytelling, helping audiences connect with both the message and the person behind it.
By placing our clients on podcasts, we make it easier for audiences to understand who they are, what they stand for and why they matter—without the hard sell.
Benefits of podcasts
Why Podcasts Matter for PR Campaigns
A Cost-Effective Channel with Long-Term Value
Podcast PR is one of the most cost-effective tools in a communications strategy. Episodes often remain online indefinitely, delivering long-term visibility and ROI.
Podcasts create a unique sense of intimacy. Listeners often feel as though the host is speaking directly to them which builds trust and credibility over time.
Unlike traditional radio interviews that may last 5–10 minutes, podcast appearances typically run for an average of 20–60 minutes, allowing:
- More in-depth discussion
- Authentic storytelling
- Subtle integration of brand messaging
- Stronger personal connection with the audience
This format is particularly effective for positioning spokespeople as thought leaders
Targeted Reach Through Niche Audiences
Podcasts excel at “narrowcasting”—reaching highly specific audiences.
Whether you’re targeting entrepreneurs, footie fans or Gen Z consumers, there is likely to be a podcast tailored to that exact demographic and our podcast relations team can help you to reach your key audience.
For example:
- Broad reach: business and entrepreneurship shows with large followings
- Niche targeting: industry-specific podcasts focused on sectors like manufacturing, building or technology
This makes podcast placement a highly efficient way to reach the right people, not just more people.
Why it matters
Longer Conversations, Stronger Connections
One of the biggest advantages of podcast PR is the length of time available to communicate.
Traditional radio interviews, even on major stations, are often limited to 5–10 minutes. In contrast, podcast interviews typically last 20–60 minutes, with some extending up to an hour.
This extended format allows for:
- More detailed discussion of complex topics
- Greater personality and authenticity
- Stronger storytelling
- Subtle integration of brand messaging
Rather than delivering soundbites, guests can explore ideas, share experiences and establish themselves as thought leaders within their industry.
Access to Hard-to-Reach Demographics
Podcast audiences tend to be younger, with strong growth among 18–24-year-olds, a group that is often harder to reach via traditional media.
However, podcasts also have broad appeal:
- Nearly half of younger audiences listen regularly
- Around 1 in 10 people aged 65+ tune in weekly
This diversity makes podcasts a valuable addition to integrated PR campaigns and we recommend
Amplified Digital Visibility
Podcast content doesn’t just live in one place.
Episodes are distributed across multiple platforms such as:
- Spotify
- Apple Podcasts
- Google Podcasts
- YouTube (increasingly for video podcasts)
Clips can also be repurposed for:
- TikTok
This creates multiple touchpoints for audiences and significantly boosts online visibility for brands, businesses and charities. In our experience -platform distribution significantly increases reach and discoverability.
In addition, podcast content can be repurposed into shorter clips for social media platforms such as Instagram, TikTok and LinkedIn. These clips can drive engagement, extend reach and even go viral.
Our Approach
How to Secure Podcast Placements
Effective outreach is key.
When pitching to podcast hosts:
- Be clear and direct
- Explain how your client adds value to their audience
- Highlight relevant expertise and credentials
- Reference previous podcast appearances
- Demonstrate familiarity with the show
Preparation is essential—always listen to the podcast before pitching or appearing.
Flexibility and Control
Unlike broadcast media, podcasts are almost always pre-recorded which means it is a great way to introduce a spokesperson to speaking to the media particularly if they are less experienced or need to communicate complex messages carefully.
We find it offers significant advantages for clients.
Pre-recording allows for:
- Greater preparation and planning
- The ability to pause or restart if needed
- More control over the messaging
- Reduced risk compared to live interviews
Choosing the Right Podcast Strategy
Broad vs Niche Podcasts
A successful podcast PR strategy balances reach and relevance.
- High-profile podcasts offer scale and brand exposure
- Niche podcasts deliver targeted engagement and credibility
The best campaigns often combine both.
Not all podcasts are equal.
While there are thousands of shows, many have limited audiences. As a rule of thumb, appearances should ideally reach 20,000+ listeners to justify time and resource investment.
Also consider:
- Podcast lead times (often weekly or monthly schedules)
- Delayed publication compared to news cycles
- Alignment with wider PR campaigns
The Importance of Being a Good Podcast Guest?
Podcast placement is not just about securing opportunities—it’s about delivering value.
Securing a placement is only half the battle. The success of the appearance depends on the quality of the contribution.
A strong guest should:
- Be responsive and engaging
- Communicate clearly and accessibly
- Offer insight, not just promotion
- Adapt to the tone and style of the show
Preparation and media training can make a significant difference as podcast hosts expect authenticity.
Measuring Impact
Measuring Success and ROI
One of the advantages of podcast PR is the ability to measure performance.
Metrics may include:
- Number of streams or downloads
- Audience demographics
- Engagement levels
- Social media shares and interactions
While traditional radio relies on systems such as RAJAR for audience measurement, podcasts provide more direct and accessible data.
This makes it easier to demonstrate return on investment and refine future strategies.
The Challenges
Challenges to Consider
Despite the many benefits, podcast placement is not without its challenges.
Not All Podcasts Are Equal
While there are thousands of podcasts available, many have relatively small audiences. It is important to carefully evaluate opportunities to ensure they are worth the investment of time and resources.
As a general guideline, podcasts with fewer than 20,000 listeners may not deliver sufficient impact for PR campaigns but ultimately it depends on what you’re trying to achieve.
Lead Times and Timing
Podcasts often operate on weekly or monthly schedules, meaning there can be a significant delay between recording and publication.
This makes them less suitable for time-sensitive announcements but highly effective for evergreen content and thought leadership.
Final Thoughts: Integrating Podcast PR into Your Strategy
Podcast placement works best as part of a broader PR campaign. While it may not always deliver immediate coverage, it offers something equally valuable—depth, credibility and lasting impact.
For brands looking to build authority, connect with niche audiences and amplify their
HOW WE CAN HELP YOU
We have great knowledge and experience in selling-in to podcasts whether editorially or to broker a sponsorship deal. Bring us in at an early stage and we can guide you on your podcast placement journey?
Email hello@shoutcommunications.co.uk or call us on 020 7240 7373
Testimonial
What our clients say
Madeleine Hardman
Managing Director
Shout! Communications has supported James Reed with our annual Asphalt Alliance ALARM Campaign for several years. This year the coverage they delivered was outstanding, with more than 60 radio and 10 TV interviews. Working with Shout! is a collaboration and their team fit in seamlessly with ours. They give great consultancy advice, their video production
Asif Hussain
Founder and CEO, SKT Welfare
Over the past year, Shout! Communications has been a trusted PR partner for us. They consistently deliver quick turnarounds, secure interviews with major news networks, and stay closely engaged throughout the process. They're extremely responsive and their professionalism and approach have made a real difference to our media presence. They've truly been wonderful to work with!
A Trusted Partner
Some of the brands we’ve supported
