It feels like everyone has a podcast these days. Celebrities have them. Brands have them. Even your friend’s dad might have one. Podcasting has become what Blackberrys were in the early 2000s: a status symbol that suddenly everyone seems to own.

Yet for all the noise, the strategy still works — when it’s done well.

As a longtime publicist, I see podcasts as much closer to advertising than PR — you determine exactly what’s said, when, and how, classic hallmarks of “owned” media. But the human voice, combined with the rise of video, adds to the intimacy and influence of this medium, giving it many of the perks of press coverage, without the risk of being misquoted.

That’s why I believe podcasting has quietly become one of the most powerful PR tools available to entrepreneurs. But here’s the part few people want to admit: Launching a podcast is easy. Using a podcast strategically is hard.

Having just debuted my newest show, Second Home First, I was determined to avoid the common pitfalls that derail so many creators. Most podcasts fail not because the host isn’t smart or interesting, but because the strategy behind the show is either weak or nonexistent.

Related: Why Buying a ‘Second Home’ First is the New Way to Build Wealth — and Enjoy Free Vacations

Here are the five biggest mistakes I see, and how to avoid them:

Mistake #1: You think people will listen just because you want them to

A lot of hosts assume people will care simply because they do. But without a clear purpose, the show will struggle to get traction. Listeners need a reason to choose your show out of the millions of others they could be listening to.

The Fix: Define the value you bring in one sentence.

Ask yourself: what is this show about? What value does it deliver? Why would my audience want to tune in? Every episode, every guest, and every question should ladder back to that single sentence. Clarity is the foundation of loyalty.

Mistake #2: Your podcast sounds like one long advertisement

You’ve heard these shows. Every time the host gets close to sharing a helpful insight, they stop short with a “Join my mastermind to learn more.” It’s the fastest way to lose trust…and listeners.

The Fix: Build a connection first. Sell later.

You want the audience to think: I’m just like them. This host gets me. 

Once you establish that rapport, you earn the right to pepper in your offers, frameworks and solutions naturally. The best sales strategy in podcasting isn’t convincing — it’s connecting.

Mistake #3: You publish sporadically — and promote even less

PR rewards consistency. So does podcasting. Most shows, like most people, aren’t overnight successes. They build slowly and steadily, finding their audience as they reliably show up at a scheduled date and time.

The Fix: Build (and stick to) a content calendar.

Plan your episode themes in advance. Batch-record when possible. Schedule promotional moments the same way you’d schedule a launch or campaign. In addition to building trust with your audience, you’re also building discoverability.

Mistake #4: Treating your episode as the only product

Too many hosts hit “publish,” post one link to social media and move on. Huge mistake. A podcast episode isn’t the final output — it’s the raw material.

The Fix: Repurpose every episode into a full PR engine.

Your podcast is not just an audio file but a content library. A single episode can fuel weeks of brand-building touchpoints. From social media clips to press pitch angles, blog articles to lead magnets, there are countless ways to extend its reach. You already did the hard part —now make it work harder for you.

Related: 5 Successful Podcasters Share the ‘Golden Advice’ That’s Making Them Money in a Crowded Industry

Mistake #5: Ignoring the feedback loop

Podcast analytics aren’t just numbers — they’re direction. When you ignore what resonates (or worse, what doesn’t), you miss your clearest roadmap to success.

The Fix? Let your audience help refine your show.

Look for patterns across listener questions and download spikes. Ask your followers what they want to hear. Spend time in the analytics to see how many listeners are finishing your episodes and if not, where you’re losing them. Your audience is constantly telling you what they want — your job is to listen.