Podcasts and webinars are not ‘content formats’.
They are relationship and authority engines that operate deeper in the funnel than most social or media activities. When they are used strategically inside PR, they create something rare:
Time + Attention + Trust. Here’s why they matter.
1. They Create Depth in a Shallow Media Environment
Most channels optimise for speed and brevity. Podcasts and webinars optimise for context and nuance.
That allows you to:
Explain complex topics properly
Show reasoning, not just conclusions
Demonstrate competence, not slogans
Depth is the foundation of credibility.
2. They Position You as a Source, Not a Promoter
A brand that hosts conversations feels different from a brand that runs ads.
You move from “We have something to sell” to “We convene smart conversations about this space.”
That shift is powerful for PR positioning.
3. They Build Executive Authority at Scale
Podcasts and webinars are ideal for:
CEO / leadership POV
Expert commentary
Market interpretation
Over time, this creates pattern recognition: “This person regularly explains this topic well.” That’s how experts are born.
4. They Generate High-Quality Earned Media
Journalists and editors:
Use webinars as research
Quote podcasts
Discover new angles from long-form discussions
One strong session can feed the following:
Articles
Interviews
Op-eds
Social clips
Newsletters
It’s a multiplier.
5. They Compress Trust-Building Cycles
Hearing someone speak for 30–60 minutes builds familiarity fast.
You hear:
Tone
Confidence
Logic
Authenticity
That dramatically shortens the path to trust compared to reading a paragraph.
6. They Attract Better Leads
Not more leads. Better leads. People who spend 45 minutes in a webinar are:
Self-educated
Problem-aware
Closer to a decision
This improves conversion rates and sales efficiency.
7. They Strengthen Relationships with Stakeholders
Guests become advocates.
Inviting:
Journalists
Industry experts
Partners
Regulators
Influencers
creates soft-power relationships that paid campaigns cannot buy.
8. They Future-Proof Content
One recording becomes:
Full episode
Short clips
Quote cards
Articles
Email content
Social threads
High ROI per production hour.
9. They Support Reputation During Volatile Moments
When trust is tested, audiences look for long-form explanations, not slogans.
Having an established long-form channel means:
You already have an audience
You already have a format for context
You can respond calmly and clearly
That’s reputational resilience.
10. They Humanise the Brand
Hearing real voices reduces perceived distance. Brands feel less like institutions and more like people. People trust people.
How Podcasts & Webinars Fit Inside the PR Mix
PR defines themes and narratives
Podcasts/webinars explore them deeply
Media extracts quotes and angles
Social amplifies highlights
SEO/GEO index the knowledge
One ecosystem.
What “Good” Looks Like
Consistent format and cadence
Clear editorial themes
Executives and experts as recurring voices
Integration with PR calendar
Measurement beyond downloads (influenced pipeline, media citations, inbound requests)
Bottom Line
Podcasts and webinars:
Build authority
Compress trust
Create a reusable IP
Generate earned media
Attract higher-quality audiences
They are not optional “nice-to-haves”. They are a long-form trust infrastructure.
About the Author
Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. As VP Business at Etisalat, he held responsibility for $ 1.8 B in revenue.
Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.