How Do Podcasts Work for PR?

What’s your favourite podcast? If you don’t have one, I need to put you in touch with my friend, David Smyth, who is the king of podcast recommendations. 

Right now, I’m loving Dish with broadcaster Nick Grimshaw and Michelin-starred chef Angela Hartnett. It’s part dinner party, part unfiltered conversation with famous guests like Stacey Dooley and Sue Perkins. For me, it’s 35 minutes of easy listening while I cook, clean, or tackle the commute to Belfast. 

At the top end of the podcast spectrum is The Diary of a CEO, hosted by Steven Bartlett. With more than 1 billion streams and 10 million YouTube subscribers, it’s one of the most successful podcasts in the world. Bartlett’s interviews dig into the unfiltered stories of influential leaders, experts, and creatives, with compelling results. 

We can’t all be Steven Bartlett, and most of us won’t get the call to feature on DOAC. But what about smaller, local Northern Ireland podcasts? Are they worth your time and energy? Should you make one? Should you say yes to being a guest? 

At Parley Communications, we think the answer is a resounding yes—and here’s why: 

1. Podcasts let you relax in a way other PR formats don’t. 

Traditional PR channels, like media interviews, radio segments, or short social media videos, are often high-pressure and focused on soundbites. Podcasts are different. They offer space. The format gives you time to settle in, warm up, and actually enjoy the conversation. It’s one of the few long-form PR opportunities where your personality, voice, and values can really come through. 

Whether you’re representing a brand or speaking as an individual, podcasts help you build authentic connection. There’s no need to “perform” in the same way you might on camera or live radio, this is a chance to have a real conversation, and that can be incredibly powerful in building trust with your audience. 

2. Podcasts are a long-term asset. 

Unlike a short social media video that can feel outdated after a week or a campaign-specific ad that has a shelf life, podcasts stick around. People discover them long after they’re released. They’re bingeable, they get shared, and they’re still relevant months or even years down the line, especially when they tell timeless stories or explore relatable themes. 

If you’re a guest on a podcast, your episode becomes part of your digital footprint, it’s a searchable piece of content that can keep working for you long after the mic is switched off.  

3. Podcasts are perfect for storytelling. 

We talk a lot about “getting your key messages across” in PR. But sometimes the real magic happens when you go beyond the message and share your story. Podcasts are an ideal space for that. 

You don’t just tell people what you do, you show them who you are. Whether you’re a founder sharing the why behind your brand, a charity leader telling the story of the people you serve, or a creative reflecting on your process, a podcast gives your audience a chance to understand and connect with your story on a deeper level. 

In fact, many listeners say their favourite podcasts feel like a familiar friend. That intimacy is a huge asset that builds loyalty and trust in a way few other PR platforms can. 

So, should you say yes to a podcast? 

If the tone feels right, the host is someone you respect, and the audience matches who you want to reach, then absolutely, say yes. Prepare, be open, and treat it like a conversation, not a performance. With the right focus on storytelling, it can become a powerful tool in your PR strategy - and you might even find you enjoy it! 

And if you’re looking for an example of a powerful local podcast in action, check out The Commission Files episode “Hope Is a Name” with Daniel Jackson from Genesis Network, hosted by Will Leitch. We were pleased to support Genesis with their Pray for Our Leaders event and to help secure this opportunity to share Daniel’s story and message with a wider audience. 

https://open.spotify.com/episode/4ne6E3i8njyl0iBEvqq2f2?si=OY8adoIRTQ6utzgrSR3pPQ