It seems in today’s world, everyone has a podcast. From Snooki to the werewolf from Twilight, anyone with an hour of spare time and a microphone can start their own show. It doesn’t matter if you’re a celebrity, an influencer, or just someone with a burning opinion – the podcasting world is open to all. And with its ability to reach listeners directly, podcasting has become one of the most powerful tools for building brands, sparking movements, and connecting with audiences like never before.

The Numbers & Content Don’t Lie

Podcasts have grown in popularity, with 67% of Americans listening at least once and 47% tuning in monthly. By 2024, podcasting has become a mainstream media powerhouse, shaping entertainment and public opinion. Crime Junkie, a true-crime podcast, has captivated millions, with nearly 50,000 monthly listeners.

In May 2021, Crime Junkie revisited the case of James Harry Reyos, convicted in 1983 for a murder he didn’t commit. The podcast prompted two listeners to alert authorities, leading to a reexamination of the case. On October 4, 2023, the Texas Court of Criminal Appeals exonerated Reyos. This illustrates the power of podcasts to influence public perception and drive change, offering businesses a unique way to connect with audiences and strengthen their PR efforts.

How Businesses Can Harness the Power of Podcasts for PR Success

Podcasts have become a powerful PR tool, offering businesses an authentic platform to share their stories, values, and expertise. By appearing as guests on industry podcasts or creating your own, businesses can establish credibility, position yourself as thought leaders, and expand your reach to new audiences. This approach fosters trust and builds deeper connections with both current and potential customers, offering a more personal touch than traditional advertising.

Podcasts also open doors for strategic partnerships and co-marketing opportunities. Collaborating with influencers or hosts helps amplify a brand’s message, while hosting or sponsoring podcasts allows businesses to share insights, promote events, and engage listeners in a more dynamic way. This can boost brand awareness and strengthen a company’s reputation as an innovative industry leader.

For example, Slack’s podcast Work in Progress positions the company as a key voice in workplace culture and productivity, engaging its target audience while reinforcing its brand as a leader in efficient work environments. Through storytelling and expert interviews, Slack builds trust and brand recognition.

New Political Power Move

While some podcasts solve crimes, others shape the course of history. 

Influential, right?

The 2024 presidential election between Kamala Harris and Donald Trump was already igniting controversy, with the nation deeply divided. It was clear that this election cycle would be heavily influenced by the media.

In a strategic move, Donald Trump recorded episodes for several podcasts that have a strong following among Gen-Z and Millennial audiences. He made appearances on This Past Weekend with Theo Von, where the comedian shares funny anecdotes from his life, and Impaulsive with Logan Paul, a podcast that resonates with Gen-Z and Millennial listeners. This Past Weekend is currently ranked #5 in the U.S., showing just how much power podcasts have in shaping public opinion today. 

Looking back to the 2016 and even 2020 elections, podcasts were not harnessed the same way that they are today. Despite their rising popularity during this time, no presidential candidate who was in the thick of a campaign starred on a podcast. Fast-forward to 2024, where both candidates appear on numerous podcasts just a month before Americans hit the polls.

Two Can Play at This Game

While Donald Trump was starring in popular podcasts, so was his opponent.

In October, Kamala Harris made a surprising guest appearance on Call Her Daddy, the popular podcast hosted by Alex Cooper. Known for its bold takes on relationships and pop culture, the show has a large following among millennial and Gen-Z women, with 76% of its audience under 35. In 2023, it was Spotify’s #2 most popular podcast and #1 among women.

The appearance marked a shift, as the show typically avoids politics. Featuring presidential candidates gave them a unique opportunity to connect with younger voters and present a more personal side of politics. Whether or not it boosted young voter turnout, it’s clear that podcasts now hold significant influence in shaping public opinion.

As podcasts continue to evolve as a powerful communication tool, it’s clear that their impact on PR and brand building is only growing. At JJPR, we’ve recognized the immense value podcasts offer in amplifying our own message. By leveraging podcasts as a key part of our PR strategy, we’ve been able to connect with new audiences and showcase our expertise. Whether through guest appearances or hosting our own series, we understand that podcasts offer a unique opportunity to build authentic connections and establish credibility in ways traditional media can’t. 

As we continue to embrace this dynamic medium, we’re excited to help you do the same and harness the power of podcasts to elevate your brand in an increasingly competitive landscape.