Podcast Media Relations

Access: Radio stations feature on FM or DAB, and podcasts are accessed via a streaming service or downloads. They tend to require a longer lead time from pitching to interview (although this isn’t always the case), and may sit under wider media brands such as the BBC or Global. 

Length: Radio interviews usually range between five to 15 minutes, whereas podcast interviews generally range between 30 minutes to one hour. This creates the perfect opportunity to really dive deep into complex subjects and messaging, giving you and your team the space to explore nuanced topics. 

Recordings: Podcasts are always pre-recorded; radio interviews are rarely pre-recorded. They are a great setting for authentic conversations and to raise the profile of your spokepeople – especially those with particular expertise. They are also evergreen. While radio is ideal for making a splash via that initial broadcast hit, a podcast appearance can help you deepen the story in a way that may be discovered weeks or months down the line. 

Measurement: Podcasts have deep listenership data. Our interviews with podcast specialists revealed that every data point guides content creation – testing and micro-optimisation are critical in modern podcast production. This means that not only do PRs know exactly who they are reaching, but their guests are likely to reach the largest audience within that niche possible.