Connect With Your People: Podcasts as a Creative PR Strategy

"Podcasting is a way for you to convey a human message."

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In this episode of Your Intended Message, Kitcaster co-founder Brandy Whalen chats with host George Torok about the importance of podcasts for C-Level executives and how they’re vital for client-brand relations.

Your Intended Message links:

“We aspire to pull ourselves back up after every failure. That’s the story people want to hear.”

Podcast Guesting for the C Suite – Creative PR Strategy

In this episode of Your Intended Message, Kitcaster co-founder Brandy Whalen chats with host George Torok about the importance of podcasts for C-Level executives and how they’re vital for client-brand relations.

In this episode, you will learn:
  • How Kitcaster ramped up at the start of the pandemic and found innovative ways to connect clients and consumers 
  • The differences between a podcast interview and a traditional media interview
  • The concerns and challenges of clients that podcasts can help them with
  • How C-level executives – the CEOs, CFOs, CTOs – can use podcasts as an opportunity to give customers a good look at the company they represent 

“Kitcaster found ways to bring people together and have meaningful conversations even when we were trapped in our homes.”

George Torok: Who and why would anyone want to be on a podcast?

Brandy Whalen: I think anyone and everyone should be on a podcast. I tell our clients that everyone has a story to share with the world.

Our clients are typically C-level executives – CEOs, CFOs, heads of human resources, CTOs – and they’re looking to get in front of audiences to really showcase their expertise. We tell them that podcasts provide this unique opportunity for their current customers, potential customers, and their employees to really get a good look behind the curtain of whatever company they’re representing.

It doesn’t have to be a sales pitch. We encourage them to share their personal stories, their vulnerabilities, and how they got to where they are now, and allow people to hear what they want to hear so they can connect with them as human beings.

“Podcasting is a sweet medium that allows people to be who they are and be a little bit vulnerable.”

George Torok: When someone comes to you and says, “Brandy, we’re at this place in our business, and I’d like to put a little bit more personality into it. I’d like to be a guest on a podcast.” How do you decide where they should? Who should they speak to amongst the millions of podcasts out there?

Brandy Whalen: We are talking about 2.6 million podcasts. That’s a lot of shows. It’s really important that when we bring a client on, we’re really dialing in to what their goal is. Everyone’s goal is going to be different. Is it brand awareness, or is it recruiting? We’re in a time when people are having a really big challenge finding talent. Podcasts are a great way to demonstrate your culture, what you value in your team, and who you are as a human being. After that, you can attract people to come work for you because they care about you and what you are doing.

There are many different ways of using podcasts to your benefit. In the beginning, it’s just determining what your goal is. Then from there, what is your expertise? We highlight the different things you can talk about, both professionally and personally, and people usually have three strong categories in both arenas.

From there, we zero in on the podcast that we think would be a good fit. We research, take a look at the show notes, read about the host, and make sure that we have that good fit. We certainly don’t want to set up our clients for a situation that’s not a good fit for them.

Additional topics discussed:

  • Is it a good idea for companies to start their own podcast?
  • What mistakes should a podcast host or guest avoid?
  • How can a storyboard help the podcast guest and host?
  • How C-Suite leaders can use podcasts as a creative PR strategy plan
  • Podcasting as a public relations marketing plan example
Host / Podcast Bio: 

George Torok is an executive speech coach, a virtual presentation specialist, marketing expert, keynote speaker, interviewer, and podcast host of Your Intended Message. George co-authored the bestselling book Secrets of Power Marketing and has contributed to over a dozen other books. Dubbed as the Marketing Wizard by the Enterprise Magazine, he has written over 500 articles printed in hundreds of publications such as Executive Travel, Canadian Manager, The Futurist, Leader, South Asian Woman, and for the marketing column section of the Enterprise Magazine. 

Guest Bio:

Brandy Whalen holds a Geographic Information Science and Cartography master’s degree from the University of Denver. She considers raising her three boys to be emotionally intelligent men a skill-intensive role she’s had for over 15 years. She is a public relations specialist, co-founder of Kitcaster, and a facilitator of meaningful conversations. Kitcaster has cultivated partnerships with over 500 clients in the three years they’ve been in operation. 

Resources and links mentioned in the show:

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Why are podcasts important for C-Level executives?

Podcasts provide a platform for C-Level executives to showcase their expertise, share personal stories, and give an inside look at their companies. This medium allows them to connect authentically with customers, potential customers, and employees, enhancing client-brand relations and personalizing the corporate image.

How can podcasts enhance client-brand relationships?

Podcasts allow executives to communicate directly and personally with their audience, which can strengthen trust and loyalty. Sharing insights, challenges, and success stories can humanize the brand and make it more relatable, which is critical for deepening client-brand connections.

What are the benefits of having a podcast agent?

Having a podcast agent can help C-Level executives find the right podcasts to match their goals, manage the booking process, and provide guidance on how to effectively convey their message. Agents ensure that the podcasts chosen align with the executive’s brand values and audience interests, optimizing the impact of their appearances.

How do podcasts differ from traditional media interviews?

Podcasts typically offer a more relaxed and conversational setting compared to traditional media interviews, which can be more structured and formal. This format allows guests to delve deeper into topics, share more personal insights, and engage with the audience in a more intimate manner.

What strategies can C-Level executives use to attract talent through podcasts?

C-Level executives can use podcasts to showcase their company culture, values, and the qualities they seek in team members. By discussing what makes their company a unique place to work and sharing their vision, they can attract potential employees who align with the company’s ethos and objectives.

How can podcasts serve as a creative PR strategy for C-Level executives?

Podcasts can be part of a creative PR strategy by providing executives a platform to discuss industry trends, company news, and their leadership philosophy. This approach not only enhances visibility but also positions them as thought leaders, contributing to their company’s PR and marketing efforts.

Is it beneficial for companies to start their own podcast?

Starting a company podcast can be beneficial as it allows for controlled messaging, regular engagement with listeners, and the opportunity to explore topics in depth. It can enhance brand visibility, establish thought leadership, and create a direct channel of communication with the audience.

What common mistakes should podcast hosts or guests avoid?

Podcast hosts and guests should avoid being overly promotional, lacking preparation, or failing to engage the audience with relevant and interesting content. It’s important to focus on delivering value through meaningful conversations rather than just pushing products or services.

How can a storyboard assist both podcast guests and hosts?

A storyboard can help outline the flow of the conversation, key points to discuss, and transitions between topics, ensuring a cohesive and engaging episode. It helps both guests and hosts stay on track and address all intended topics effectively.

What are some key considerations when choosing podcasts for C-Level executives to appear on?

When choosing podcasts for C-Level executives, consider the podcast’s audience alignment with the company’s target market, the themes covered in the podcast, and the host’s interviewing style. It’s crucial to select podcasts that will resonate with the executive’s industry expertise and personal brand.


How can podcast interviews work for you?