By: Alyssa Miller
When Zachary Bernard launched We Feature You PR in 2021, the podcast guesting industry was still largely unfamiliar territory for most entrepreneurs. From his base in Atlantic Canada, Zachary saw an opportunity that few others were paying attention to: helping business leaders leverage podcast appearances as a strategic growth tool.
Five years later, his agency has built relationships with over 700 podcast hosts, built a team, and expanded into podcast production services, all while operating far from the traditional media hubs of New York, Los Angeles, or Toronto.
“People told me I needed to be in a major city to run a PR agency,” Zachary recalls. “I disagreed. The beauty of podcasting is that it’s inherently remote. Every interview happens over Zoom or a recording platform. Geography is irrelevant. What matters is understanding the landscape and consistently delivering results.”
Zachary’s entry into the industry stemmed from a simple observation: entrepreneurs and executives had incredible expertise but lacked an efficient way to share it with the audiences who needed to hear it. Social media was noisy. Traditional PR was expensive and gatekept. Podcasts, by contrast, offered an accessible platform where a 30-minute conversation could build more trust than months of traditional marketing.
“I saw founders spending thousands on ads that generated clicks but no real connection,” Zachary says. “Meanwhile, podcast hosts were actively looking for guests to feature. The supply-and-demand mismatch was obvious. I just built the bridge between them.”
The early days required hustle. Zachary personally researched podcasts, crafted pitches, and managed relationships with hosts while simultaneously developing the systems and processes that would allow the agency to scale. The work was unglamorous but foundational.
“There’s no shortcut to understanding this industry,” he says. “You have to know the hosts, know the shows, know what different audiences respond to. That knowledge only comes from doing the work, thousands of pitches, hundreds of conversations, constant refinement of what works.”
As the agency grew, Zachary identified a gap beyond booking. Many of his clients were executives who wanted to launch their own podcasts but lacked the production expertise. This led to the expansion into podcast production services, which now represents a significant growth area for the company.
“Hosting and guesting are two sides of the same coin,” Zachary explains. “When you guest on other shows, you build credibility. When you host your own, you build community. The leaders doing both are the ones creating the most powerful personal brands in their industries.”
Running the business from Atlantic Canada has been a deliberate choice, not a limitation. Zachary credits the region’s lower cost of living and strong work ethic as advantages that allow him to build a lean, focused operation without the overhead pressures of a major metro area.
“I’m proof that you don’t need to be in Silicon Valley or Manhattan to build something meaningful,” he says. “What you need is clarity about the value you provide, relentless execution, and a genuine desire to help your clients succeed. Location has nothing to do with it.”
Looking ahead, Zachary is focused on scaling the agency toward ambitious revenue targets while maintaining the quality of service that has driven the company’s growth. He sees the podcast industry continuing to expand as more business leaders recognize the medium’s unique ability to build trust and authority.
“We’re still in the early innings,” Zachary says. “Most entrepreneurs haven’t even started thinking about podcast guesting as a serious strategy. The ones who do, and who do it well, are going to have a massive advantage over the next five years. My job is to make sure as many of them as possible get there.”
