Exploring A New Era of Storytelling, with WEF’s Podcast Editor Robin Pomeroy

Published13/03/2026

Weber Shandwick Geneva hosted a conversation with Robin Pomeroy, Head of Podcasts at the World Economic Forum (WEF), exploring how podcasting has transformed the media landscape. At the Forum, Robin oversees the production of multiple podcasts, including as host of its flagship show “Radio Davos”, which spotlights ideas and voices shaping global progress. Robin shared insights on the evolution of podcasting, his transition from traditional journalism to audio storytelling, and strategies for leveraging podcasts to convey complex global issues with authenticity and impact.

With a career spanning decades in international journalism, Robin Pomeroy has reported on world events for Reuters before leading the World Economic Forum’s growing podcast platform.

His expansive career provides lessons for how communicators can adapt to the ever-changing media landscape.

As Head of Podcasting at WEF, Robin oversees the production of multiple podcasts, including Radio Davos, which highlights innovative responses to global challenges.

He spoke about how this shift in media consumption empowers communicators and brands alike to craft more human, authentic narratives—and to meet audiences where they are.

Today, as listeners turn away from traditional news toward audio experiences that feel personal and participatory, Robin’s perspective highlights the enduring power of storytelling in shaping understanding and engagement on the world’s most pressing issues.

Here is a paraphrased excerpt from Robin Pomeroy’s conversation with Michael Tonetti, Account Director at Weber Shandwick Geneva.

Do you think podcasts can fill the gap left by the decline of mainstream journalism?

Robin Pomeroy: Yes, I do. And I think they have to. Attention spans are shorter than ever, which makes it increasingly difficult for long-form, written journalism to thrive. When I worked at Reuters, we saw firsthand how engagement time for even our top headlines was astonishingly short—rarely surpassing 10 seconds. This shift was a wake-up call for mainstream journalism.

Podcasts come in a range of formats, with some keeping to short segments while others are hours long. What is astonishing is that many people will tune in for hours on end.

While breaking news now often lives on social media at the length of a tweet, podcasts are where analysis can happen. They allow for lengthier engagement, thoughtful discussions and a level of depth that other media formats struggle to sustain. And people are listening. For many, podcasts are becoming the go-to medium to make sense of the news, often replacing traditional formats like TV for younger audiences.

What is it about podcasts that captivates audiences in ways that other media cannot?

Podcasts foster an intimacy between the speaker and the listener that is hard to replicate. There’s a connection, a sense of “being in the same room,” that draws people in. Take long-form podcasts like The Rest is Politics orThe Diary of a CEO. It’s clear that millions of people tune into the experience of engaging deeply with speakers they respect.

Whether it’s a 30-minute segment or a longer deep dive, people connect with the authenticity and conversational nature of the medium. There’s also a sense of control for the listener—they can tune in and out at their own pace, making podcasts a flexible and accessible storytelling tool.

What challenges do podcasts present for communicators or brands entering this space?

One challenge is ensuring the quality of the story you’re telling. It’s not enough to simply record a conversation or share updates; there has to be a meaningful narrative that makes your podcast worth listening to. I often tell brands, “What’s the story? What will the audience care about?” If your podcast feels like a corporate press release, it’s not going to succeed.

Another challenge is the relationship-building aspect. Just like working with journalists, brands need to build genuine connections with podcast hosts or audiences. This isn’t something you can automate—it’s about creating personalized pitches and content that resonates with the people you’re trying to reach.

How can businesses effectively leverage podcasts as part of their communication strategies?

Many business podcasts, frankly, leave much to be desired. Many organizations fail to invest the proper resources into the production process, which is why so many don’t resonate with audiences. But for those who get it right the results can be remarkable.

For businesses, the key is to focus on high-quality production, storytelling that matters, and audience-first thinking. A great podcast doesn’t feel like corporate messaging—it is a meaningful conversation that offers real value

What podcasts do you listen to?

I try to listen to something new every week, because there’s so much great stuff out there, and also because I publish a weekly ‘Pick of the Pods’ newsletter on LinkedIn.

My unmissable podcast right now is Hard Fork, the New York Times show on tech and AI; I also tend to listen to Media Confidential, The Rest Is Entertainment, The Bugle (satire) and Kermode & Mayo’s Take (film reviews).