How Podcasts, Radio, and Voice Assistants Are Transforming PR Campaigns

From local coffee shops to global corporations, brands are tapping into audio advertising to cut through digital noise. From a podcast underwrite in New York, a Spotify ad in London, or a smart speaker buy in Toronto, audio ads are reaching listeners at precisely the right moment. More than 80% of Americans 12+ listen to online audio at least monthly, according to Edison Research’s Infinite Dial 2024. The “when” is now, and the “why” is straightforward: audio reaches people on a human level.

Imagine this: the morning commute driver who’s been stalled in traffic, sipping coffee and listening to their favourite podcast. Amidst laughs from the host, there’s a 30-second ad in between—a not anonymous company, but read by the same host one has come to trust. This is how Squarespace uses host-read ads on The Daily to turn an ad pitch into a personal recommendation. It’s PR at its most human.

Why PR Loves Audio?

Audio can deliver subtlety and feeling that images have trouble expressing. A voice can build trust without flash graphics. In an age when viewers suspect slick campaigns, chat ads may be as credible as the word of a buddy. Hellmann’s Mayonnaise capitalized on this with a PR-savvy Alexa promotion—customers asked for recipes, and Alexa served up Hellmann’s-branded responses. It was not an ad; it was help.

Marketing's Bias

Marketers are paying attention to the power of audio for pinpoint targeting. Gymshark ran Spotify Ad Studio ads that aired only when people exercise, targeting listeners in the middle of a squat. Nielsen’s Audio Advertising Effectiveness Report found that such an ad is 30% more effective at building brand awareness than static ads. Marketing Week’s 2023 survey showed that 65% of marketers will boost their audio budgets because of this targeted impact.

The Communications Edge

For communications teams, audio plays so nicely into general campaigns. McDonald’s “The Sauce” podcast used long-form storytelling to build brand personality and loyalty, fitting well within their social and PR campaigns. Local radio commercials, like Toronto’s Dark Horse Espresso Bar advertising seasonal menu items to morning drive-time listeners, can even evoke feelings of neighbourhood loyalty and immediate action.

Challenges and the Future

Measuring ROI has been a challenge, but platforms like Spotify and podcast networks are improving analytics. As smart speakers become mainstream home appliances and voice search becomes increasingly popular, audio advertising will become even more interactive.

As a new graduate entering the field, I do not see audio as just an ad medium but as a conversation starter. It’s where PR narrative meets marketing targeting, and communications strategy made vocal. Brands that will listen will be heard loudest.

Start building the voice of your brand today, because in PR and marketing’s game of being listened to, half the win has been achieved.

Sources: