Podcasting is a powerful tool that brands can use to reach their target audiences, build relationships, and generate positive media coverage. In 2023, podcasts are expected to continue to grow in popularity, making them an even more valuable PR channel. The hashtag #podcasts was viewed 481 million times in the UK for the last 30 days. Here are some ways that brands can use podcasts for PR in 2023:

• Host their own podcast. Create a branded content asset that can be used to promote products or services, educate an audience, and position the brand as a leader. When creating a podcast, the brand needs to make sure to choose a topic that is relevant to it and its target audience and produces high-quality content that is engaging and informative.
• Become a guest on other podcasts. Reach a new audience and build relationships with other influencers in the industry. Be prepared and share valuable insights that will interest the listeners.
• Sponsor a podcast. Get the brand's name in front of a targeted audience. When a brand sponsors a podcast, it can be featured in the opening or closing credits, or it can have its own segment.
• Collaborate with other brands. Reach a new audience and cross-promote brands. When collaborating with another brand, there are options to co-host a podcast, share guests, or co-produce content.
• Use podcasting in social media marketing. Share clips from the podcast on social media, and invite people to listen. Podcasting can be used to create social media challenges or contests.
• Host a podcast event. Brands can generate buzz and create a sense of community around their podcast. The event can be a live recording of the podcast, a panel discussion, or a meet-and-greet with the hosts
• Submit the podcast to podcast directories. Make the podcast discoverable by potential listeners.

Here are some of the current podcast trends in the UK:

• The rise of audio fiction. Audio fiction is a broad term that encompasses a variety of genres, including audiobooks, dramas, and comedies. This genre is growing in popularity in the UK, with listeners enjoying the immersive experience of listening to stories.
• The increasing focus on diversity and inclusion. Podcast creators are increasingly aware of the need to create content that is diverse and inclusive. This is reflected in the growing number of podcasts that feature hosts and guests from different backgrounds.
• The rise of video podcasts. Video podcasts are becoming more popular, as listeners enjoy the added visual element. This trend is likely to continue as more podcast creators adopt video formats.
• The growth of podcast advertising. Podcast advertising is a growing market, as businesses see the value in reaching a captive audience. This trend is likely to continue as more advertisers invest in podcast advertising.

DIARY directory has over 120 beauty, fashion and lifestyle podcasts listed. To add/announce your podcast on DIARY directory, please email here.