How Can Podcasts Work as PR?

Podcasting has become an increasingly important media format and one we consume more and more. According to Danmarks Radio’s analysis of Danes’ media consumption in 2025, 38% of the population listens to podcasts on a weekly basis. Among 25-46-year-olds, the number rises to well over 50%.

This doesn’t mean that other media formats have lost their relevance. On the contrary, the same analysis clearly shows that a strong media mix still matters. But when more than half of certain age groups actively listen to podcasts, it becomes undeniable: podcasts should be a priority in any modern PR and communication strategy.

Why Do Podcasts Work?

To use podcasts effectively as PR, it’s crucial to understand why they work. Too often, we see companies focus on the format before the purpose. Podcasts are still perceived by many as something new and almost revolutionary, which can lead to content being produced simply because “everyone else is doing it.”

But just like any other form of communication, content should never be created without a clear objective and as a part of a mixed PR-strategy. Otherwise, you risk wasting time, money, and energy.

If you ask Guy Raz-award-winning journalist and creator of the podcast How I Built This-the answer lies in presence. Through podcasting, he is able to draw out honest, in-depth stories from some of the world’s most successful founders, whether from Hydro Flask, Spanx, or Netflix.

Raz points out that visuals can often be a distraction. Facial expressions, appearances, or insignificant details can pull attention away from what truly matters: the authentic, impactful story. Audio removes the noise and puts the listener face to face with the narrative.

When integrated with your broader PR and communication efforts, podcasts allow you to communicate your company’s values, personality, and products in an unfiltered and credible way.

How Can a Podcast Strengthen Your Company’s Reputation?

In today’s information-heavy society, audiences are constantly bombarded with new messages. Standing out has become a continuous-and increasingly difficult-challenge for companies of all sizes.

This is where podcasts offer a unique advantage.

When integrated with your broader PR and communication efforts, podcasts allow you to communicate your company’s values, personality, and products in an unfiltered and credible way. Through podcasts, listeners don’t just receive information, they build a relationship with your brand by gaining insight into your story, your ideas, and the challenges you’ve faced along the way. Needless to say, this is a powerful tool for setting the narrative and addressing any topic from an authentic position.

That’s exactly why we offer podcast production at Goodrel.

Our approach isn’t about showing up with a list of 20 pre-written questions. The true potential of podcasts lies in deep understanding of your company, your purpose, and the world you operate in. With our experience in PR and podcasting, we help uncover and articulate the stories that matter, and guide conversations in the directions that best communicate your purpose.