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How Podcast PR Is Replacing Traditional Media
How Podcast PR Is Replacing Traditional Media
PR isn't dead—it's just moved to where people actually listen.
For a long time, magazines, newspapers, and TV placements were the only ways to get your message out. Then social media, broadcasting and paid ads exploded, creating multiple ways of consuming information.
Traditional old-fashioned PR still exists, but building a strong strategy and breaking in is harder than it used to be. You need connections, a publicist, or a story that fits a narrow editorial calendar. Even then, breaking news can bump you without warning and no repurpose content or backlink your segment airs once and disappears. The bigger change is where control sits, and podcasts are shaping the future of media right now, with more than 584 million people who listened to podcasts in 2025, and with a worldwide listeners projection for 2026 with 619 million, growing to around 652 million by 2027, according to Beamly.
Media conglomerates used to decide what people saw and heard. Now podcasts are the platform bringing the engagement and audience businesses love. According to Riverside Podcast Statistics the market is projected to be worth $17.59 billion by 2030.
This post shows you why podcast PR is replacing traditional media. We'll compare how they work, what makes podcasts different, and how to choose the right approach for your brand. You'll see how brands use podcast PR to build authority and reach audiences. We'll cover what you need to know before you start and what this shift means for getting your message out in 2026.
Why Traditional Media Is Losing Ground
A declining share of U.S. adults are following the news closely, according to recent Pew Research Center surveys. And audiences are shrinking for several older types of news media – such as local TV stations, most newspapers and public radio – even as they grow for newer platforms like podcasts, as well as for a few specific media brands. (Pew Research Center)
Traditional PR has three big problems.
First, the audience is shrinking. According to Pew Research Center, audiences for traditional news formats continue to decline. Cable news viewership is aging out—the average viewer is over 60, according to Videoamp, highlighting a growing generational gap as younger audiences turn to alternative platforms for information and entertainment.
Second, it's expensive and time consuming. Getting featured in a major channel requires hiring a publicist, which can cost thousands per month. You need a polished press kit, media training, and the right connections. Even with all that, you might wait months for a placement. And if your story doesn't fit their editorial calendar or gets bumped by breaking news, you're back to square one.
Third, you get no control over the message. A journalist might misquote you. An editor might cut your best points to fit their word count. You get a three-minute segment or a 500-word article, and that's it. No room for nuance. No chance to explain the full story. Just a soundbite that may or may not represent what you actually meant.
Traditional media was built for one-way communication. They decide what's newsworthy. They control the narrative. You're just hoping they get it right.
Podcasts flip this entirely. The audience is growing, not shrinking. The cost is your time. You control the conversation because you're actually having one. And as traditional media keeps shrinking, podcasts will fill the gap.
Learn more about How Borrowed Authority Works in B2B Podcasts and why it’s such a powerful growth strategy.
Podcast PR vs. Traditional PR
Podcast PR Pros
- Time and Depth 30-60 minute conversations with room to go deep and tell your story
- Audience Engagement & Trajectory Active listeners who chose your episode and stay engaged throughout- Rapid reach to ideal audiences, expanding across all demographics
- Longevity Lives online forever, searchable and shareable
- Control Over Message Direct conversation where you guide the discussion and provide full context
- Measurability Downloads, link clicks, and conversions easier to measure and attribute
Podcast PR Cons
- Host Dependency Your interview quality depends heavily on the host's skill—poor interviewers can waste your time
- Publication Schedule Uncertainty Podcast production timelines vary dramatically—some shows publish within days, others plan 3-6 months out, making it hard to coordinate with product launches or campaigns
- Long-Term Game Results take time—you need to do active strategic placements for 6 months to see measurable impact and ROI
- Not all podcasts are worth your time. You need to vet them.
Traditional PR Pros
- Prestige and Credibility Major outlets like Forbes, Wall Street Journal, or CNBC carry significant weight—investors, corporate partners, and stakeholders pay attention to these names
- Target Older Demographics Still highly effective for reaching older audiences who trust newspapers and TV more than digital platforms
- Archive and Credibility Coverage in established outlets becomes part of your permanent public record and can be cited for years
Traditional PR Cons
- Limited Content Depth 2-5 minute segments or 500-word articles that barely scratch the surface—no room for nuance or full context
- No Message Control Journalists and editors filter, shape, and often cut your message—risk of misquotes or losing your best points
- Short Lifespan Coverage airs once or appears briefly online, then disappears—limited long-term value
- Unpredictable Placement Breaking news can bump your story without warning, wasting months of work
- Passive Audience Viewers and readers are often distracted, multitasking, or passively consuming content
Which Type of PR Is Best for Your Brand
It depends on what you're trying to accomplish and who you need to reach.
Choose Podcast PR if:
- You want to build deep trust and authentic connection with your audience. Podcasts give you time to explain your ideas fully and let people get to know you beyond surface-level soundbites.
- You have a limited budget but can invest time. Podcast PR costs less but your time—no publicist fees, no production costs, just showing up and having conversations.
- You want content that lives online permanently. Podcast episodes stay searchable and shareable for years, continuing to generate leads and build authority long after they publish.
- You're comfortable with conversational, unscripted formats. If you can hold a natural conversation and don't need a script, podcasts will showcase your authentic personality.
Choose Traditional PR if:
- You need credibility fast with investors or corporate partners. A Forbes feature or Wall Street Journal mention still opens doors that podcast appearances don't—yet.
- You're targeting older demographics. If your customers are Baby Boomers or older Gen X who still read newspapers and watch cable news, traditional media is where they trust information.
- You have breaking news that needs immediate, wide coverage. Traditional media moves faster for time-sensitive announcements or events that need instant visibility.
- You want the prestige of major outlet names. If brand perception matters more than engagement depth, traditional media carries weight in certain circles.
Use Both if:
- You want credibility plus authentic connection. Traditional media gives you authority. Podcasts let you build relationships. Together, they cover all bases.
- You have resources to pursue multiple channels. If you can afford both the financial investment for traditional PR and the time investment for podcasts, a hybrid approach maximizes reach.
- Your message works across different formats. Some stories translate well to both soundbites and long-form conversations—use that to your advantage.
- You're playing the long game with your brand. Traditional media opens doors. Podcasts keep them open by building ongoing trust and visibility.
How Brands Are Using Podcast PR
According to Podcast Statistics as of January 2026, there are 4.58 million podcasts available worldwide and it’s expected to hit 651.7 million people by 2027.
The brands that understand the media shifts are the ones winning attention in 2026. Businesses are launching their own shows, but even more are appearing as guests on Top Podcasts to reach audiences they couldn't access through traditional PR.
Here's how brands are using Podcast PR:
- You identify podcasts that match your audience using tools like Rephonic — the largest and most reliable data source for podcast outreach — making it easier to evaluate shows and connect with the best opportunities for your brand quickly and strategically.
- You pitch yourself as a guest.
- You show up, share your expertise, and leave a link in the show notes.
The Guest Appearance Strategy
This is the most common approach and the easiest entry point.
Brands identify podcasts where their target audience already listens, pitch themselves as guests, and show up to share real expertise. The goal isn't to sell—it's to provide value and build trust. A link in the show notes drives traffic back to their website or landing page.
Software companies are doing this well. Instead of buying ads in trade publications, they appear on tech podcasts where their actual users listen.
A 45-minute conversation explaining how they solve a specific problem generates more qualified leads than a banner ad ever could.
The Podcast Tour Approach
Rather than appearing on one show, brands book 10-20 podcasts over a few months.
Each appearance reaches a different subset of their target audience, and the cumulative effect builds real authority. Authors use this strategy constantly—a book launch means hitting podcasts that reach readers who'll actually buy the book.
Service providers like coaches, consultants, and agency owners use podcast tours to demonstrate expertise without coming across as salesy.
One good episode can generate months of qualified leads from people who heard them speak for an hour and already trust them.
Sponsorships and Ad Reads
Some brands skip the guest route and sponsor shows instead.
The host reads a 60-90 second ad, often in their own words, which feels more authentic than traditional radio spots. This works best when the podcast audience closely matches the brand's customer profile.
The benefit? The host's endorsement transfers trust directly to the product. Listeners don't tune out podcast ads the way they do with other formats because they trust the host's recommendations.
Launching Their Own Podcasts
Brands are launching their own shows. This gives them complete control over the content and messaging. They're not guests—they own the platform.
Companies use branded podcasts to share industry insights, interview customers, or tell stories that align with their mission. It's entertainment and education, and when done right, it builds a loyal audience that eventually converts to customers.
What Actually Works
The brands seeing results aren't treating podcast PR like traditional PR. They're not sending generic pitches or trying to "get coverage." They're having real conversations, providing value, and showing up consistently across multiple shows.
They're also strategic about which podcasts they target. A show with 500 engaged listeners in your niche beats a show with 50,000 random listeners who won't care about what you do. Quality over quantity always wins.
And they're patient. Podcast PR is a long game. Results show up after 6 months of active, strategic placements—not after one or two appearances.
Explore our latest post, How to Establish Brand Authority with Podcast Guesting for more tips on growing your brand through podcasts.
How to Get Started with Podcast PR?
Podcasts are shaping the future of media — and the brands that recognize this early are the ones winning. In 2026, there’s more opportunity than ever to get your brand in front of your ideal audience. Book a discovery call with our team and start getting featured on Top Podcasts.
Final Thoughts
PR isn't just about securing coverage anymore. It's about shaping narratives, building communities, and creating real dialogue with audiences who actually care.
And podcasts are leading that shift.
Podcasts are becoming what social media once promised to be - spaces for real thought and dialogue.
Traditional media still has a place. But if you want to reach people actively listening and control your message, podcasts are the better bet. They're easier to access, more engaging, and more effective for most brands.
Start small. Book a few shows. See what happens. You might be surprised at how well it works.
