As Aristotle once said, ‘Nature hates a vacuum’. The same is true of PR. We identified the gap in the market, and Podcasts became one of the defining tools for Brand Storytelling. 

The best Long-form podcasts don’t feel overly “produced”, they’re more like eavesdropping on a real conversation. That unfiltered, sometimes meandering quality is in stark contrast to the highly edited media people are bombarded with and, in many cases, are now immunised against.

Of course, if we’re discussing highly edited or polished content, then the elephant in the room is A.I. 

As A.I. becomes more prevalent in writing, video, and even short-form audio, many listeners seem to be doubling down on formats that put “the human touch” front and center (imagine having to specify you want “the human touch” in media, even 5 years ago…)

Amongst my copywriting friends, it used to be that spelling mistakes or a misplaced comma would be mortifying; these days, content creators almost breathe a sigh of relief as it shows, at some point, a human was involved in their content. Like imperfections in a wooden table showing it’s artisanally handcrafted rather than trollied through an automated production line the length of Guernsey.

Good Podcasts resonate so well because people want to see quirks, tangents, mistakes, pauses, even disagreements. 

A podcast discussing your company, your brand… anything really, is an opportunity to generate that authenticity. The great thing about podcasts as an authentic storytelling device is that you probably already have the most essential element in spades; a genuine passion for your business and the technical knowledge to talk at length about it. 

If you can speak authoritatively about the current events in your sector, keep your customers engaged by informing and addressing their concerns then you can make a successful podcast for your business.