Should my business set up a podcast?
Podcasts have rapidly evolved from niche content to a mainstream communications channel, with millions of us tuning in daily. There seems to be a podcast for every subject, catering for all tastes. You can listen to unsolved real-life crime investigations to health advice, to celebrity gossip, to political news. For businesses, the appeal is clear: a podcast offers a direct, personal way to connect with audiences. But is running your own podcast the right move for every organisation?
The advantages
One of the biggest strengths of a podcast is its ability to build authority. Regularly sharing insights, industry commentary or expert interviews can position your business as a trusted voice in your sector, and this is what thought leadership is all about. Unlike short form content, podcasts allow for deeper conversations, helping you showcase expertise in a more meaningful and engaging way.
Podcasts also humanise your brand. Hearing real voices rather than reading polished copy creates authenticity and relatability, which can strengthen audience trust over time and you get to know the people behind the business and brand. For PR purposes, this can be particularly valuable in shaping perception and reinforcing brand personality.
From a content perspective, podcasts are highly versatile. Episodes can be repurposed into blogs, social posts, video clips and newsletters, making them an efficient addition to your wider communications strategy.
The disadvantages
However, launching a podcast is not without its drawbacks. Consistency is key, and producing high-quality episodes on a regular basis requires time, planning and resources. It almost goes without saying that once you start, you need to continue, and without a clear content strategy, podcasts can quickly lose momentum or fail to attract a loyal audience.
There is also the challenge of discoverability and competition. With a crowded podcast landscape, simply launching a show does not guarantee listeners. Effective promotion and integration within your broader PR and marketing efforts are essential to ensure it reaches the right audience.
Also, measuring return on investment can be difficult and they can be expensive to produce too unless you can gain a sponsor. While podcasts can build brand awareness and credibility, the benefits are often long-term and not always easily quantifiable.
Should you start one?
A podcast can be a powerful tool for businesses looking to deepen engagement and strengthen their brand voice. However, success depends on having a clear purpose, the right resources, a commitment to consistency and some budget.
Before launching, consider your audience, your objectives, and how a podcast fits within your wider communications strategy. Done well, it can become a valuable extension of your PR efforts. Done without direction, it risks becoming just another piece of content lost in the noise and becomes a chore.
If you want to chat more about podcasts and even our experience of being interviewed ourselves, then feel free to contact us.