Why Podcasts Are a Must-Have Media Placement for Thought Leaders
by DeAnna Varilias
Brands are increasingly looking to position their founders and executives as industry thought leaders. Strategic thought leadership has become a cornerstone of effective public relations, and while traditional media still plays an important role in today’s digital-first media landscape, podcasts are proving to be a game-changer for elevating brand executives.
The Rise of Podcasts
Podcasting has evolved into a mainstream content channel with enormous reach and influence. According to industry forecasts, the global podcasting market is projected to grow by 27% by 2032, reflecting sustained audience demand and advertiser interest. Fueling this growth is the medium’s ability to deliver intimate, in-depth conversations directly to highly engaged audiences.
Whether it’s daily news briefings, pop culture breakdowns, or educational deep dives, there’s a podcast for every audience. Niche podcasts are also on the rise, giving PR professionals new opportunities to connect their clients with listeners who are actively seeking content aligned with their interests, industries, and values.
A Direct Line to the Right Audience
One of the most compelling reasons to prioritize podcasts in your PR efforts is the quality of audience engagement. Unlike the fleeting attention span of a social media scroll or the skimmed headlines of a news article, podcast listeners are committed. They intentionally choose the content they consume and often listen from beginning to end.
According to Acast’s 2024 Podcast Pulse Report, 92% of listeners tune in because the topics they are interested in are being covered in a deeper, more nuanced way than what other media formats can offer. For communications professionals, that means podcast interviews are an ideal platform to tell a richer brand story, explore complex ideas, and showcase a founder’s or executive’s authentic voice.
The long-form nature of podcasts also offers a chance to move beyond brief polished statements and towards creating authentic credibility and connection. Executives can share the “why” behind their brand and articulate their message in a way that builds trust with the audience.
Your Thought Leadership Strategy’s Secret Weapon
Pitching traditional media remains an important core of any media strategy, but these channels are often crowded and competitive. As a PR professional, incorporating podcasts into your approach is an opportunity to shape the narrative, build authority, and connect with a community that’s actively listening.
By leaning into the storytelling potential of podcasts, the growing niche programming, and the strength of their engaged audiences, you can elevate your clients’ profiles in ways traditional media alone can’t match.