Sounds Profitable has added Muck Rack to its Partner Network, linking podcast industry research with PR and media monitoring tools.
The partnership brings Muck Rack into a global network of nearly 210 organisations that work with Sounds Profitable.
Members get access to podcast research, strategic advice, and industry events including Podcast Movement, Cannes Lions, SXSW and The Podcast Show.
For podcast companies, the move reflects the growing overlap between audio, earned media and AI search.
Podcast interviews can now generate press coverage, YouTube clips and references in AI-generated answers, extending their value well beyond the original episode.
Molly DeMellier, Head of Communications at Sounds Profitable, said: “PR professionals are finally recognizing what podcast listeners have always known: audio is where trust gets built.”
She also says that bringing Muck Rack into the network gives the podcast industry “the strategic communications infrastructure they deserve.”
Muck Rack provides tools that help communications teams track media coverage and understand how brands appear in both news stories and AI-generated responses.
The partnership will be introduced publicly at The Podcast Show London on 20 and 21 May. Molly and Natan Edelsburg, Chief Partnerships Officer at Muck Rack, will appear on the Brand Stage for a session called The New Word of Mouth: Podcasts, Earned Media, and AI Search.
The discussion will use research from both organisations to explore how podcast appearances can increase visibility across multiple platforms.
Sounds Profitable says 71% of podcast creators now produce video, giving brands additional exposure through YouTube and social platforms as well as traditional audio listening.
Natan said podcasts are now “one of the most powerful channels for building brand credibility,” but added that many PR teams are still working out how to use them strategically.
