Why Podcasts are a Crucial Component of Modern PR: A Strategic Approach to Building Brand Credibility

In today’s media landscape, where consumers are bombarded with content and the “never-ending scroll,” podcasts have emerged as a unique platform to capture attention and foster a sense of community. What makes podcasts particularly powerful is their ability to create a more focused, intimate experience for listeners. With no distracting visuals and fewer interruptions, podcast listeners can engage more deeply with content that resonates with them.

Given this, it’s no surprise that podcasts have exploded in popularity. A staggering 67% of consumers in the U.S. now listen to podcasts, a number that has steadily grown over the past few years. According to eMarketer, the average U.S. podcast listener spends about 28 minutes per day listening, up from 16 minutes just five years ago. The rise in listening time highlights how podcasts have become an integral part of daily life for many people. This surge in popularity presents an incredible opportunity for brands to enter the space, using podcasts as an effective tool to build long-lasting relationships with their audiences.

Podcasts as a Non-Traditional PR Strategy

Traditional PR—historically dominated by press releases and media placements—is evolving in the digital age. While these approaches still hold value, podcasts provide a fresh and innovative platform to reach audiences directly and authentically. In podcasts, audiences are not just passive listeners but active participants, engaging deeply with content that matters to them. This creates a unique opportunity for brands to build genuine connections with highly targeted communities.

For brands in the health and wellness space, this is particularly valuable. Listeners are often seeking solutions, inspiration, and community—and are highly receptive to information they can use to improve their lives. Podcasts allow brands to join these conversations in an authentic, non-intrusive way, offering value to listeners who are already motivated to engage with health and wellness topics.

1. Authentic Thought Leadership

Podcasts give brands the opportunity to establish themselves as industry thought leaders. By either being featured on or sponsoring their own podcast, companies can showcase their expertise and provide value to listeners who are already invested in the topic. This is especially effective in niche markets, where listeners are actively seeking expert insights.

For example, the Women’s Midlife Health podcast focuses on supporting women through midlife transitions, covering topics like health, personal growth, and lifestyle changes. For one of our clients, a health and wellness brand, we saw a perfect alignment with their mission of promoting holistic well-being. By partnering with Women’s Midlife Health, this brand was able to tap into a highly engaged audience, resulting in nearly $7,000 in product sales. This collaboration not only increased the brand's visibility, but also established them as a trusted source of health solutions for women navigating the challenges of midlife and menopause. 

2. Evergreen Content with Long-Term Value

Unlike a press release or a social media post that may get buried in an endless newscycle or feed, podcast episodes offer evergreen content that remains accessible indefinitely. Once published, episodes continue to provide exposure for the brand over time. This means that a single podcast appearance or sponsorship can yield long-term returns, as new listeners may discover the episode and are introduced to the brand for months and years to come. 

For instance, Women’s Midlife Health continues to attract new listeners, ensuring that our client’s message reaches an ever-expanding audience. This evergreen nature allows brands to build a presence that grows with the podcast’s listener base, offering ongoing opportunities for engagement.

3. Building Credibility Through Authenticity

Public relations is fundamentally about building trust and credibility, and podcasts offer an opportunity to do this through longer, more in-depth conversations. Unlike a brief quote in a news article or a short social media post (while also valuable), podcasts allow for nuanced discussions that humanize a brand or organization and its values.

Listeners tune in to podcasts because they trust the hosts and value the content they provide. Brands that partner with podcasts or appear as guests become part of that trusted dialogue. In this way, podcast appearances don’t feel like traditional advertising—they are part of a meaningful conversation that listeners are already invested in.

4. Targeting Niche Audiences

One of the key advantages of podcasts is their ability to target niche audiences. Whether it’s a podcast focused on holistic health, personal development, or specific medical conditions, health and wellness brands can connect with highly engaged communities that already align with their products or services.

For our client, partnering with Women’s Midlife Health allowed them to connect with women going through midlife transitions, a demographic already seeking wellness solutions. This targeted reach led to more engaged listeners, higher conversion rates, and greater overall impact compared to broader, less targeted PR efforts.

5. Data-Driven Decisions

Incorporating podcasts into a PR strategy isn’t just about intuition—it’s about leveraging data to make informed decisions that maximize impact. Another key advantage of podcast marketing is the ability to track detailed metrics that provide insights into audience behavior, engagement, and the overall effectiveness of a campaign. This data-driven approach allows brands to optimize their podcast strategies and refine messaging to better resonate with their target audience.

Podcast platforms and hosting services provide analytics such as the number of downloads, listener demographics, average listening time, and more. These insights enable brands to understand which episodes perform best, which topics resonate most with listeners, and which call-to-actions drive the highest levels of engagement. 

For example, a wellness brand partnering with a health-focused podcast could track how many listeners visited their website or made a purchase after hearing an episode. By integrating podcast campaigns with digital marketing tools like unique URLs, promotional codes, or trackable links, brands can attribute specific sales or website traffic to their podcast efforts. This level of insight not only helps measure return on investment (ROI), but also provides valuable feedback for optimizing future campaigns.

A Necessary Component of a Modern PR Plan

In today’s fast-paced digital world, podcasts offer a unique and powerful way to connect with highly engaged, niche audiences. With 67% of U.S. consumers now listening to podcasts and the average listening time climbing to 28 minutes per day, the medium provides a prime opportunity for brands to establish thought leadership, build credibility, and foster lasting relationships with their target demographics.

And of course, while podcasts offer incredible value, they are just one component of a well-rounded PR strategy. To truly maximize the impact, podcast appearances should be integrated with other PR tactics, such as media relations, social media outreach, and influencer partnerships.

At Moresco PR, we specialize in creating comprehensive PR strategies that blend traditional and non-traditional approaches. By combining podcast engagements with media placements, social media content, and influencer partnerships, we ensure that each brand’s message reaches the right audience through multiple touchpoints, amplifying its impact.