Podcast pioneer with an ear for the future

Once the domain of niche hobbyists, podcasts have become a go-to communication strategy for companies—whether it’s Mishcon de Reya sharing industry insights, Shopify guiding entrepreneurs, or McDonald’s tackling a PR crisis with transparency.

Seasoned podcaster Richard Miron—who was producing podcasts before most of us had even heard of them—believes that in today’s turbulent business landscape, “podcasts and communications in general are more important than ever.”

He says companies need to be on the front foot with their communications. They need to set out what they do, and use whatever media to reinforce and protect their brand. As someone who also worked in strategic communications that is my message to my clients these days – that in all ways they have to be prepared and have assets in place to protect their business.”

A former BBC foreign affairs reporter and UN Middle East spokesman, Miron has been podcasting for the past ten years. In 2017 he set up Earshot Strategies, a podcasting and communications consultancy. He has helped create podcasts for American Express, Airbus and Euromoney. He has also produced the popular podcast Unholy; Two Jews on the News hosted by Yonit Levi and Jonathan Freedland.

Miron believes podcasts “offer businesses a powerful way to connect with their audience, build trust and showcase their expertise.” Their biggest advantage, he notes, is that “podcasts are deeply engaging.

“It is the most efficient form of media,” Miron notes. “There’s no other medium you can consume while doing something else—whether commuting, walking the dog, or exercising.”

Businesses are increasingly leveraging podcasts to enhance their marketing strategies and connect with audiences. McDonald’s launched “The Sauce” podcast to transparently address public relations challenges. Similarly, Shopify’s “Shopify Masters” podcast offers valuable insights and guidance to entrepreneurs, reinforcing its position as a thought leader in the e-commerce space, while law firm Mishcon de Reya has embraced podcasting to share insights and discussions. They include the Propertyshe podcast, hosted by Partner Susan Freeman and features a mix of property personalities that are making a difference in the industry.

Additionally, smaller businesses, such as boutique marketing agencies, e-commerce companies and startups, are using podcasts to build brand awareness and connect with a niche audience.

The benefits are backed up by the data. Some 63 percent of listeners have purchased a product promoted on a podcast (Broadcast Revolution) while integrating a business podcast into a marketing strategy can increase trust levels from 45 percent to 63 percent (Thrive Internet Marketing Agency) and 73 percent of employees prefer listening to corporate podcasts over attending hour-long meetings, indicating podcasts’ effectiveness in internal communications. (uStudio).

However, as many businesses rush to create a podcast, Miron cautions that not every company should jump on the bandwagon. “Podcasts shouldn’t just be the latest toy in the toybox,” he says. “They’re an undertaking and need commitment. It’s not a piece of advertising—it’s a thoughtful piece of marketing and branding,”

He adds: “You need to ask yourself want you want to achieve. Is a podcast the best tool to use—and why?”

Despite their potential, many business podcasts fail to make an impact. Miron cites poor-quality production as a common mistake. “There are companies that will have a wonderful lobby in their building with Feng Shui to the nth degree and beautiful architecture, but their podcast is lacking in careful consideration. This is your audio lobby to the world—your shop window.”

Another challenge is standing out in a crowded market. With hundreds of thousands of podcasts available, only 15-20% attract more than 500-1,000 listeners. How do you reach your audience amidst all the noise?

“Get creative. Podcasts have become so ubiquitous that often, it’s just one CEO interviewing another—it’s flat,” he says. “You need to change up the format and do things differently.”

Some emerging trends include; live-streamed podcasts offering real-time engagement and live commentary; audience interaction to bring listeners into the conversation, fostering a “club-like” connection; repurposing content – using material for video snippets on social media to maximise reach; and podcasts as events.

Miron started his career in radio, before moving into journalism and joining the BBC as a trainee radio producer and journalist but then moved into reporting. He became become a Middle East spokesman for the United Nations and then, a senior World Bank communications officer in Washington DC. It was while working at the World Bank that Miron says he had a “classic mid-life crisis moment.

“While others might have opted for a flashy sports car, I felt a strong pull to do something different. I noticed something was happening in the world of podcasting. It wasn’t just radio repackaged—it felt like a new, more personal medium. I knew I wanted to try it.”

Still working at the World Bank in the US, he experimented by producing an internal podcast. The response was immediate. People connected with it.” He left his job, left the US and set up Earshot Strategies, a podcast production and consultancy company. “We’re a bit like podcast doctors—people come to us when a show isn’t working.”

He believes podcasts aren’t just a passing trend. “We had the explosion of blogs, and they still exist but not as much. But podcasts? They’re not a fad. They will figure in the business landscape. They’re not going anywhere.”

“For businesses looking to build brand authority, connect with their audience, or enhance internal communications, podcasts can be a powerful and lasting tool—but only if approached strategically.”

Richard Miron’s Top Tips for businesses looking to start a podcast

•  Be clear on your purpose – Don’t create a podcast just because others are doing it.
•  Commit to quality – Invest in the editorial aspects of production alongside the technical.
• Promote effectively – A great podcast without an audience is a wasted effort
• Keep it engaging – Ask yourself: “Would I actively listen to this?”
• Make it human – Podcasts should feel natural, not scripted or corporate.