Podcasting: The new weapon in corporate and political battles 

Lina Saigol, Director at Bladonmore, uncovers how podcasts are proving their value beyond entertainment, reshaping how corporations connect with their investors and manage their reputations.

In the high-stakes world of corporate battles and presidential elections, podcasts have emerged as a powerful weapon of choice.

By bypassing traditional media outlets, prominent figures and activist investors are leveraging the medium to mobilize support, shape narratives, and connect more intimately with their audiences. Last month, two notable players – US hedge fund Elliott Investment Management and Donald Trump – demonstrated just how potent the impact of podcasts as a communication strategy can be.

Elliott, a major shareholder in Southwest Airlines, broke new ground when it launched a podcast series aimed at convincing shareholders to back its bid for board control at the US airline.

By introducing its board nominees through its Stronger Southwest podcast, Elliot let listeners hear firsthand from the leaders it believed would revitalize Southwest, improve its financial performance and boost its share price. This authentic storytelling approach helped to build trust and convey urgency among stakeholders in a way that traditional media simply can’t match.

Meanwhile, Donald Trump, eyeing a return to the White House, turned to the wildly popular podcast the Joe Rogan Experience. With its long-form, unscripted, conversational style, the podcast allowed Trump to engage with millions of listeners and amplify his presidential campaign messages in a personal, unvarnished manner.

Both cases underscore the growing influence of podcasts in strategic communication, but public companies and their investors should pay especially close attention. Campaign activity by shareholder activists surged by 29% in the first half of 2024, compared to the historical average, making it a record-breaking period according to recent data from Lazard.

That means the next boardroom battle could take place over the morning commute podcast playlist.

It’s proved to be a successful tactic for both Elliot and Trump. Southwest has now agreed to add five Elliott nominees to its board, making it the most seats the hedge fund has ever gotten in a settlement with a US-based company. And Trump has just won a historic second term in the White House. Catchy slogans, taglines and smart intros are clearly all the rage.

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