Muck Rack Joins the Sounds Profitable Partner Network

Sounds Profitable, the trade association for the podcasting industry, today announced that Muck Rack, the AI communications platform, has joined its Partner Network.

Podcasting is no longer a niche channel. It is a central pillar of how audiences consume news, entertainment, and brand storytelling. With listenership at record highs and video podcasting accelerating the medium’s reach onto YouTube, social platforms, and AI-powered search, brands and communicators that fail to understand podcasting risk falling behind where attention is going. Sounds Profitable exists to close that gap by giving the companies that shape modern media the research, relationships, event opportunities, and access they need to compete.

The Sounds Profitable Partner Network is the connective tissue of the podcast industry with nearly 210 organizations globally. Members gain direct access to the organization’s research database, which is the only searchable repository of key data points in podcasting, alongside a Slack community of more than 2,100 industry leaders, monthly strategic advising, and priority access to events including Podcast Movement, Cannes Lions, SXSW, and The Podcast Show. For brands and platforms looking to build a meaningful presence in audio, partnership with Sounds Profitable is the most direct path to the people and knowledge that matter.

The partnership connects two organizations whose work is increasingly converging. As podcasts earn greater coverage in mainstream media and as podcast appearances generate editorial pickups, YouTube clips, and citations in AI search results, the lines between earned media, PR strategy, and audio discoverability are blurring. Muck Rack’s platform, which helps PR professionals make sense of the media conversations around them and understand how their brand appears in the news and in AI-generated answers, is a natural fit for an industry where a single brand appearance can travel across multiple channels and audiences.

“PR professionals are finally recognizing what podcast listeners have always known: audio is where trust gets built. Muck Rack has been part of my toolkit throughout my career because it’s one of the few platforms that can actually measure that trust over time,” said Molly DeMellier, Head of Communications at Sounds Profitable. “Bringing Muck Rack into the Sounds Profitable Partner Network gives our team, clients, and the broader podcast industry, the strategic communications infrastructure they deserve.”

The partnership kicks off with a joint appearance at The Podcast Show London (May 20–21), where Molly DeMellier, Head of Communications at Sounds Profitable, and Natan Edelsburg, Chief Partnerships Officer at Muck Rack, will take the Brand Stage for a fireside chat titled: The New Word of Mouth: Podcasts, Earned Media, and AI Search.

The session will draw on original research from both organizations to explore how brands can build a presence that earns visibility others can’t buy. With 71% of podcast creators now producing video content, according to Sounds Profitable research, a single brand appearance no longer just reaches listeners. Today, it lives on YouTube, gets picked up editorially, and increasingly surfaces in AI-powered search. DeMellier and Edelsburg will examine how awareness, earned media, and discoverability now compound across channels, and what that means for communications strategy.

“Podcasts have become one of the most powerful channels for building brand credibility, but most PR teams don’t yet have a framework for thinking about them strategically,” said Edelsburg. “Sounds Profitable is the organization that understands this space better than anyone. We’re excited to bring our research and platform to their network and to start that conversation on stage in London.”

To learn more about Sounds Profitable partnership, please reach out to bryan@soundsprofitable.com.