In the fast-evolving world of media, Irish brands face a constant challenge—how to cut through the noise and connect with an audience that’s busier and more distracted than ever.

Enter podcasts: a fresh, intimate medium providing direct access to your target audience. Here’s why podcasts are a powerful and underutilised tools that Irish brands can leverage to elevate their PR strategies.

Podcasts have exploded in popularity, transforming from niche content into a mainstream medium attracting millions of daily listeners. According to the Digital News Report Ireland 2024, 43% of Irish adults listen to podcasts at least once a month, with that figure rising to 65% among 18–34-year-olds. This surge in podcast consumption presents a unique opportunity for brands to amplify their PR efforts and engage more meaningfully with their audience.

The Power of Podcasts as a PR Tool

Podcasts blend storytelling, expert insights and personal connections to create a compelling platform for brands to showcase their voice and personality. This format fosters authenticity, which resonates with listeners on a deeper level, helping brands to build trust and credibility.

While traditional radio has long been a staple for audio advertising, podcasts offer a new world of on-demand listeners. They allow brands to reach highly targeted, niche audiences who are fully engaged with specific content, making advertisements more relevant and impactful.

Incorporating podcasts into your PR strategy diversifies your content mix, helping your brand stand out in a crowded marketplace with a distinctive and engaging voice that appeals to various demographics.

Six Must-Try Podcast Strategies for Irish Companies

To effectively harness the power of podcasts, Irish organisations can implement several strategic approaches that not only enhance their PR efforts but also create meaningful connections with their target audience. Here are six ways to leverage podcasts for maximum impact:

1. Create Your Own Podcast

Develop a branded podcast to connect with clients, provide industry insights, or make important company announcements. Podcasts can allow businesses to share key messages and cultivate connections with stakeholders. A notable example is The Daily by The New York Times, a widely popular news podcast that has expanded the paper’s reach and positioned its host, Michael Barbaro, as an industry expert.

2. Pitch a Thought Leader

Position a thought leader within your organisation as a guest on relevant industry podcasts. Sharing key staff’s expertise across established platforms allows your brand to share insights, become a trusted industry voice and align with other leaders in the space.

3. Collaborate with Key Spokespeople

Partner with experts, influencers, or spokespeople who align with your brand to appear as podcast guests. These collaborations enhance credibility and expand reach through association.

4. Sponsor a Podcast

Sponsoring a podcast is a great way to align your brand with its content. Long-term sponsorship can foster strong associations with the show’s audience. One early success story is MailChimp’s viral sponsorship of true crime podcast Serial in 2014, which led to a massive boost in brand awareness.

5. Sponsor Specific Ads or Episodes

Target your sponsorships to specific episodes or segments that align with your brand’s message. This allows for a more tailored approach, creating deeper connections with niche audiences. Brands like Audible, BetterHelp, and HelloFresh have mastered this strategy with highly personalised host-read ads, which often feel more authentic and engaging for listeners.

6. Run Advertising Across a Podcast Network

Leverage podcast advertising platforms, like Spotify, to run ads across an entire network or app. This broadens your reach and ensures your message is heard by a diverse range of listeners, making your PR efforts even more effective.

At Cullen Communications, we understand the immense potential of podcasts as part of a modern PR strategy. Our team is here to guide you through the podcasting landscape, offering strategic insights and tailored PR campaigns that amplify your brand’s voice.

Whether you’re looking to promote an existing podcast series, leverage podcast appearances to establish thought leadership, or integrate podcasts into your broader PR strategy, we can help you unlock the full potential of this dynamic medium.

About the author

Claire Smyth is a Client Executive with Cullen Communications, specialising in media relations, social media, influencer marketing, lifestyle, and mobility.