The Corporate Podcast is Here. Are You Ready?

It is hard to believe, but the first podcasts arrived on the scene nearly 20 years ago, before the iPhone and YouTube.  While podcast audiences were small at first, they have surged in the past few years.  In 2023, 42% of Americans ages 12 and older said they listened to a podcast in the past month, compared with just 12% in 2013, and today, about 90 million Americans listen to podcasts weekly.

It’s not only pundits and celebrities who are hosting podcasts. Major brands, CEOs, activist investors and even presidential candidates have all taken to the digital airwaves—and with good reason. Podcasts can be an effective tool to communicate a message, engage with audiences, and motivate listeners. When executed well, they can provide benefits over traditional media formats.

A Powerful Medium for Connecting with Audiences

Like radio programs of old, today’s podcasts create a direct, intimate connection with listeners.   For corporate executives, they can be a powerful way to convey their vision and present their strategy. They create a platform for transparent, authentic storytelling that can foster trust and build relationships with internal teams and external audiences.

For example, a CEO can use an internal podcast to regularly share updates on company goals and progress. This is far more personal than a typical company-wide email, as employees can hear the tone and emphasis directly from their leader. It also helps create a sense of unity, especially for teams working in different locations or remotely, leading to greater engagement and alignment across the organization.

Podcast interviews provide an excellent platform to connect with external audiences, including customers, stakeholders, and investors. By participating in podcast interviews, executives can boost their thought leadership, communicate their company’s values and humanize their brands.

Techniques to Ensure Successful Podcasts

For executives to make the most of podcasting, confident and clear speaking is critical. Two techniques can help ensure that confidence is projected throughout the recording.

The first technique is vocal control, achieved through deep, diaphragmatic breathing. This type of breathing helps maintain calm and steady speech, crucial for projecting confidence. Executives should practice low, steady breathing before recording to ensure they avoid vocal strain and nervousness. One effective exercise is the 4-7-8 Breathing Technique: inhale deeply through the nose for a count of 4, hold the breath for 7 counts, allowing for a feeling of fullness in the lungs, and then exhale slowly through the mouth for a count of 8, focusing on releasing any tension. Repeating this cycle 3-4 times helps calm the nervous system, prevent breathlessness, and prepares the body for speaking. Controlled breathing like this makes the voice sound more authoritative and composed, leaving a lasting positive impression on listeners.

Equally important is posture. Executives should maintain a neutral, relaxed but upright posture when speaking, as this boosts vocal strength and presence. When seated, sitting slightly forward on the chair with feet flat on the floor helps establish a grounded, balanced position. An upright, open posture, with shoulders down and chest open, enables full lung expansion for better vocal support.

Consciously engaging facial muscles can also make the voice sound more confident and approachable, encouraging listeners to engage with the message. For example, smiling slightly conveys vocal warmth and energy, further enhancing the speaker’s connection with the audience.

Podcasting has emerged as a critical tool for modern leadership. By leveraging podcasts, executives can build stronger relationships both internally and externally. Mastering these vocal techniques enables executives to project confidence and authenticity when delivering their messages via podcasts. The result is a more engaged and inspired audience, ready to connect with the leader and the message.