Flashy headlines, gift guide spots, and morning news segments still matter (a lot!), but podcasts are the channel most brands overlook. They give you something traditional coverage often can’t: more room and time to breathe.
At Segal Communications, we believe podcasts deserve a permanent seat in any PR strategy, not just a spot on the “nice to have” list. Here are our top five reasons why:
1. Audiences Are Already Listening
Podcasts are no longer a niche corner of the media landscape. According to Edison Research’s Infinite Dial 2026 report, monthly podcast consumption reached a record 58% of Americans ages 12+, which is around 167 million+ people, up from 55% the year before. Even more specifically for brands, around 68% of Americans ages 35-54 now tune into at least one podcast a month. Meaning the group making household decisions, running businesses and choosing to spend how they spend their weekends, are tapped into podcasts.
However, while listening habits vary, weekly listening has grown more than monthly listening, with 45% of Americans now tuning into their favorite shows every week. Podcasts have become a part of people’s routines: during commutes, at the gym, while folding laundry, or cooking, making it the kind of habit that is hard to find anywhere else.
2. Long-Form Conversations Mean Real Storytelling
A print feature might give your brand or spokesperson a quote or two, and a TV segment might give you three minutes, but a podcast can give you 30 minutes or more to share your story in your own words.
This extra time changes everything. Founders get to explain the “why” not just the “what” and additional spokespeople can share the more personal stories, challenges and lessons learned. For brands with a strong point of view or a founder with a great story, this kind of storytelling and airtime is gold.
3. Audience Trust Is Already Built In
Podcast listeners choose to press play, and many have been listening to the same hosts for years. When a host they trust introduces a guest, some of that credibility transfers over. In lots of ways, it works the same way as influencer marketing. The recommendation lands because the audience already believes in the person, making the conversation feeling genuine instead of sales-y.
4. One Episode = Endless Content
A podcast appearance doesn’t disappear after it airs. Episodes stay searchable and shareable for years, and show notes often include additional information and links back to your website and social media pages. With video podcasts on the rise (Netflix launched podcasts on the platform earlier this year to compete with YouTube), a single episode can be clipped into Reels, TikToks, LinkedIn posts, featured in newsletters and shared across channels. One episode and conversation can create weeks of content.
5. The Right Show > The Biggest Show
Just like influencers, the biggest shows aren’t always the best fit. A local business podcast or niche wellness show with a few thousand dedicated listeners can do far more for a local neighborhood fitness studio or boutique hotel than a top-chat show with a broad, unfocused audience. The goal is to get in front of the right listeners, not just the most listeners.
What’s Next?
The brands that see the best results, treat podcasts as an ongoing part of their PR strategy rather than a one-time placement. This means researching shows whose audiences genuinely align with the brand, pitching a compelling story angle instead of a product, preparing spokespeople for a more organic (and less scripted) conversation, and amplifying the episode once it goes live.
If you’re ready to get your brand’s story into more people’s ears, get in touch with our team at info@segalcommunications.com to learn more about how we can build podcast outreach into your PR strategy!