How to Use Podcast Appearances for PR: Creating Long-Form Media Opportunities

Did you know that one in three Americans listens to a podcast daily? Podcasts are no longer a niche phenomenon. Whilst podcasts are on the up, video podcasts are growing in popularity, with as many as 41% of US podcast listeners opting for watchable podcasts. So, how does PR fit into this world? 

The Podcast Landscape revealed that 43% of Americans would likely listen to a podcast about their favorite brand or product. From a PR perspective, podcasts are an impactful, cost-effective way of communicating to a mass or targeted audience. 

We’re exploring the unique advantages of long-form content in a world dominated by short-form media and why podcasts should be an essential part of your PR strategy.

Long-Form Content is All the Rage

Short-form content still might be dominating the world, but long-form is making a comeback, with viewers now seeking more depth and context in what they watch. TikTok made a significant shift in 2022, introducing videos up to 10 minutes to be uploaded to the platform, investing in long-form storytelling. On YouTube, viewers are watching over 400 million hours of podcasts per month, and on Spotify, more than 250 million users streamed video podcasts in just the first five months of the year, according to WARC. But why are people so invested all of a sudden?

The simple truth is that long-form gives you the space to go beyond the surface level, allowing for real, meaningful conversations. Instead of being limited to quick soundbites, you have the opportunity to dive deeper into your story, share insights, and connect with audiences on a more personal level. The more time you have to explain your expertise, the easier it is to position yourself as a trusted authority in your field.

Podcasts are a Gateway to Fresh, Engaged Audiences

Podcasts provide a powerful way to connect with audiences who may not otherwise have been reached through traditional PR channels, such as a press release or news features. With niche shows built around specific industries, interests, and communities, podcasts allow brands to share their story directly with listeners who are already engaged and open to new ideas.

At Godfrey Social PR, we specialize in identifying the right podcast for our clients. By appearing on the right shows, brands and thought leaders can introduce themselves to new listeners in a setting that feels more personal and authentic. This not only will expand their visibility but also creates a deeper connection with audiences who are genuinely engaged and eager to learn and hear fresh perspectives on subjects that matter to them. 

Talk Once, Get Noticed Everywhere

One of the greatest advantages of podcast appearances is the ripple effect they create online. Every episode you join not only lives on multiple podcast platforms themselves, such as Spotify, Apple Podcasts, Google Podcasts, YouTube, and many more. But in addition, the podcast will be promoted across the host’s website, social channels, newsletters, and sometimes even industry blogs. This amplifies your visibility far beyond a single appearance, creating multiple digital touch points for your brand. 

Common Pitfalls to Avoid 

While podcast appearances are a powerful PR tool, there are a few mistakes that can limit their impact. While the opportunity is there to promote your brand or service, try not to be overly promotional; listeners tune in for value, not a sales pitch, so it’s important to focus on storytelling and insights rather than pushing products. Additionally, a lack of preparation can undermine credibility; long-form conversations require thoughtful talking points and the ability to adapt to the host’s style.

Your Next Step in Smarter PR 

Podcasts have become one of the most valuable tools in modern PR, offering a rare opportunity for long-form storytelling in a world crowded with short, fleeting content. They allow you to build credibility, reach new audiences, and amplify your online visibility, all while creating evergreen assets that continue to work long after the recording ends. 

By approaching podcast appearances strategically, you can transform each conversation into a powerful PR opportunity. At Godfrey Social PR, we help brands unlock the full potential of podcasts, from securing the right guest spots to maximizing the impact across multiple channels. If you’re ready to elevate your PR strategy with the power of podcasts, we’d love to help you get started.