Amplifying Public Relations Through the Power of Podcasting
By Brittney Ryba
Every year on September 30th—my birthday—the world marks International Podcast Day, a global recognition of podcasting’s impact on storytelling, education and genuine connection. Since its grassroots beginning in 2013, this day has grown into a celebration of one of the most influential communication platforms of our era. For public relations professionals, International Podcast Day is more than a tip of the hat to audio—it’s a call to harness podcasts to elevate brand narratives, build trust and engage audiences in meaningful ways.
Why Podcasts Matter in PR
Podcast popularity has exploded, boasting over 465 million global listeners with projections topping 500 million by 2024. This rise isn’t just entertainment—it’s influence.
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Authentic storytelling: Genuine conversations build emotional connection, unlike scripted ads or press releases.
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Long-form engagement: Brands have the rare opportunity to dive deep into topics and values, with episodes often lasting 20 to 60 minutes.
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Targeted reach: Niche podcasts attract highly engaged listeners, ideal for tailored PR campaigns.
Strategic Benefits for Communication Teams
Podcasts can transform communication efforts:
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Thought leadership: Executives share insights and position themselves as industry authorities.
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Crisis management: Podcasts offer a controlled environment to address sensitive issues with transparency and nuance.
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Internal communications: Organizations increasingly use podcasts to engage employees, share updates and reinforce culture.
PR Podcasts Leading the Charge
To stay ahead, brands and creators should understand key podcasting trends redefining content marketing in 2025; Forbes highlights seven emerging trends in the space for this year. Several standout podcasts are shaping the future of public relations and strategic communication:
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True Story: The Public Relations Podcast: Whitney Lee and Carrolee Moore discuss visibility, authenticity and how to truly get results from being podcast guests.
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Stories and Strategies: Doug Downs and Farzana Baduel dive into earned media, brand storytelling and digital communications.
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Public Relations Review Podcast: Host Peter Woolfolk discusses public relations topics with professionals, educators and vendors worldwide.
These platforms inspire PR professionals to look beyond traditional media and embrace the intimacy and immediacy of audio.
Going Global With Your Message
International Podcast Day proves that podcast content knows no borders. Whether a startup in Nebraska or a multinational based in Tokyo, podcasts offer a scalable, cost-effective way to reach international audiences. Platforms like Spotify and Apple Podcasts continue to invest in original content, amplifying brand visibility.
If you’re proud of your podcast or campaign, submit it for the 2025 PRSA Nebraska Chapter Paper Anvil Awards. These awards recognize excellence in public relations, marketing and strategic communication across Nebraska. The early-bird deadline is September 12, and the late deadline is September 26.
