The PR Podcast Edge - Monthly
Season 1
Why Podcasters Are Trusted the Most - The PR Podcast Edge
From Scandals to Spotlight: Mastering Reputation with Podcasts
How to Land Podcast Guest Spots: The Art of Crafting Irresistible Pitches
by the Podcast Studio Glasgow
In episode four of PR Podcast Edge, hosts Mark Hunter (Podcast Studio Glasgow) and Lindsay Reid (Lindsay Reid PR) discuss an Acast report on podcast influence, based on polling of about 2,500–2,600 listeners across its platform, which powers about 140,000 podcasts. They highlight that 56% of weekly podcast listeners trust podcast hosts most among influencer types, and that 62% trust recommendations and ads from favourite hosts, versus 15% for social media influencers. They explore why podcast trust is higher, citing longer-form listening time, repeated and personal ad reads, perceived creator commitment, and the development of parasocial relationships through authenticity and consistent value. They argue that podcasts should be part of marketing, PR, and comms strategies and can save businesses money by building long-term trust and rich content. 00:00 Welcome and Introductions 00:10 Acast Trust Report 01:44 Why Podcasts Build Trust 03:20 Value First Sponsorships 05:01 Parasocial Relationships 05:39 Authenticity and Connection 06:49 Podcasting as Strategy 08:22 Commitment Perception Gap 09:03 Wrap Up and Next Steps
Mark Hunter and PR consultant Lindsay Reid discuss how podcasting helps with reputation management in the digital age by letting individuals and companies control the narrative, especially during crises. Lindsay argues that long-form, unregulated podcast conversations allow leaders or public figures to explain facts, what’s being done, and rebuild trust after scandals, often after an initial quiet period, rather than relying only on media coverage or restrictive “no questions” interview rules. She notes podcasts can also be used internally to communicate with staff during company issues. They then shift to proactive reputation building: publishing timely episodes ahead of news cycles (e.g., financial uncertainty) to become a trusted go-to source, attract expert guests, and generate PR opportunities by pitching credible, evidence-based viewpoints to outlets like the BBC. They also address “cancellation” risk, emphasising authenticity and attracting the right audience. 00:00 Why Being Seen Matters 00:29 Podcasting for Crisis Control 01:51 Celebrity Comeback Playbook 04:16 Statements vs Long Form Truth 05:16 Proactive Reputation Strategy 06:59 Turning Podcasts Into PR Pitches 08:48 Avoiding Cancellation Risks 10:23 Authenticity and Audience Fit 11:17 Wrap Up and Call to Action
Want to get booked as a guest on high-quality podcasts? In episode 2 of The PR Podcast Edge, Mark Hunter (Podcast Studio Glasgow) and Lindsay Reid (Lindsay Reid PR) reveal exactly how to craft compelling pitches that actually get responses. Lindsay shares her proven 3-part pitch framework, why most guest pitches fail, the real value of being a guest, and the technical and mindset shifts needed to stand out. Packed with practical advice for business owners and professionals who want to attract audiences, build authority, and generate quality leads through podcast guesting. Timestamps 00:00 – Stop Making It About You 00:33 – Three Pitch Essentials 02:11 – Reach and Sharing Strategy 03:17 – Why Guest on Podcasts 04:48 – Authority and Video Clips 07:07 – Guesting Breakthrough Stories 09:40 – Pitch Pitfalls and Being Real 11:18 – Tech Setup for Remote Guests 12:52 – Intro Calls and Pro Production 14:38 – Niche Podcasts and Wrap Up Key Takeaways The biggest mistake in podcast pitching is making it all about you — hosts care about the value you bring to their audience. Every strong pitch should cover three things: Value to the audience, your Authority, and your Reach (how you’ll help promote the episode). Being a guest gives you borrowed audience and borrowed credibility — often more powerful than your own channels. Raw, real stories perform better than polished ego trips. Audiences connect with authenticity and lessons learned. Poor audio or bad tech setup can kill your chances of being invited back — professional sound and lighting matter. Niche podcasts are gold for targeted business growth. Hosts Mark Hunter Co-founder, Podcast Studio Glasgow | Podcasting since 2005 Lindsay Reid Founder, Lindsay Reid PR | 20+ years helping clients land media and podcast appearances
Every business podcast starts with the same question: Why are you doing this? In the first episode of The PR Podcast Edge, Mark and Lindsay walk through the five foundational steps for launching a podcast with a clear business and PR purpose. No fluff, no overclaiming. Just an honest conversation about what it actually takes to get started and keep going. 00:00 Meet The Hosts 00:59 Podcast Goals First 04:03 Why And Audience 06:27 Topic Name Format 08:05 Audio Versus Video 10:47 PR Hooks And Visibility 12:58 Gear And Recording 14:48 Launch And Expectations 16:38 Consistency And Wrap Up What's covered: Step 1: Define your why and your audience. Before you record a single word, you need to know what you want the podcast to achieve and who it's for. Lindsay makes the point well: whatever you talk about most is what you'll become known for, so be deliberate. Your audience might be small, a few hundred decision-makers or people with a specific problem. That's not a failure. That's a focus. Step 2: Choose your topic, name, and format. Pick a topic you know better than anything else in your professional life. Keep the name short, clear, and indicative of the content. Don't let naming become a reason to delay. On format: audio is the foundation, but video is increasingly how podcasts get discovered. Short clips on LinkedIn, Instagram, and TikTok are now the primary way new listeners find shows. Step 3: Bake PR visibility in from day one. A new podcast launch isn't news on its own. You need a hook: a milestone, a unique angle, a notable guest, or a message that fills a gap people aren't getting elsewhere. Lindsay explains how to think about what makes your podcast genuinely PR-worthy and how to use social media as the first and most accessible distribution layer. Step 4: Gear and recording options. Buying equipment on Amazon and getting a great-sounding podcast are two very different things. Audio quality matters more than video quality: ears are less forgiving than eyes. Whether you record in-house or in a professional studio, the listener deserves good sound. That's the minimum standard. Step 5: Get started and manage expectations. Consistency beats perfection. A podcast that keeps showing up builds an audience. One that chases big numbers early and burns out doesn't. Manage your own expectations and, if you're working inside a business, manage everyone else's too.