Why Podcasts Are the New Press Releases: A Fresh Approach for Charities and SMEs in 2025

In 2025, standing out in a noisy media landscape isn’t about shouting louder—it’s about connecting more deeply. While the traditional press release still has its place, forward-thinking charities and SMEs are discovering a more engaging, story-driven alternative: podcasts.

“A well-produced podcast episode doesn’t just tell your story—it builds emotional engagement in a way a press release never could.” — Elyssa, Founder of OneZeroCreative

A well-produced podcast episode doesn’t just tell your story—it builds emotional engagement in a way a press release never could.” — Elyssa, Founder of OneZeroCreative

From Press to Podcast: A Shift in Storytelling
​Press releases are designed to inform. Podcasts are designed to connect.

In a world where audiences scroll past headlines in seconds, podcasts invite people to pause and listen. They’re personal. Conversational. Shareable. For small businesses and charities, this format is a game-changer—especially when you have limited time and budget to build awareness.

Journalists are increasingly referencing podcasts in articles, quoting guests or hosts, or linking to episodes as part of broader storytelling. Why? Because podcasts offer rich, human context—something that flat written statements often can’t.

Case in Point: When Voice Builds Trust
Earlier this year, This Place, Our Voices—a podcast produced by OneZeroCreative—released a moving episode commemorating local WWII hero, 1st Lieutenant Arthur Brown. The story was told not through a traditional press release, but through authentic audio: a heartfelt conversation with Brown Owl Karen Lynch, whose Brownie pack helped honour his legacy.

The episode was picked up locally and shared widely online, not only because of the story itself, but because of how it was told--with real voices, emotion, and care.

This approach:

• Encouraged people to listen instead of skim
• Made the story accessible to a wider and younger audience
• Provided local media with quotable content in an engaging format

It was a clear example of how audio storytelling can deepen connection and increase visibility, especially when heritage and community are at the heart of the message.

How to Use Podcasts as PR Tools
Whether you run a charity campaign or manage an SME, here’s how to make podcasts work for your publicity goals:

1. Anchor your story in audio
Instead of relying on a one-page PDF, create a short podcast episode centred on your announcement or campaign. It might include:

• Interviews with those directly involved
• Snippets from the event or initiative
• A clear call-to-action

2. Give journalists a voice to quote
Make it easy for the media to pick up your story. Include:

• Pull quotes in your show notes
• Transcripts or summaries
• Access to downloadable audio clips

3. Distribute it like you would a press release
Send it to your media list. Post it on LinkedIn. Share it in newsletters. Host it on your website with a dedicated press section.

4. Offer to be a source
Let journalists know you’re open to interviews or follow-up content. Podcasts are just the beginning of your PR visibility.


Why This Works

Podcasts:

• Live longer than press releases (hosted episodes remain searchable and shareable).
• Offer rich storytelling with emotional nuance.
• Can be repurposed into blog posts, social content, or press quotes.
• Position you as a thought leader, not just a news dropper.

For journalists and content writers looking to include unique voices and expert insights, this format is a goldmine.

Need a Quote? Here’s One to Use:

In 2025, businesses who rely solely on press releases will fall behind. Audio gives you longevity, connection, and credibility—all in one.” — Elyssa, OneZeroCreative

Looking to refresh how your organisation shares its story? Podcasting might just be your next best press release.

For journalist enquiries, please email [email protected]