Beyond Press Releases: Why Podcasting is PR’s Next Big Thing
Written by Camille Olmstead
As the landscape of Public Relations (PR) changes with the rise of new technology, traditional methods such as press releases and media relations are becoming less important when compared to new, innovative ways to portray a brand’s message. Podcasting has solidified its place at the forefront of a new era of storytelling and thus presents itself as a powerful PR tool. Podcasts have been growing in popularity: as of 2022, 62% of Americans have listened to a podcast. Here’s why podcasting could be the future of PR:
In the digital age, the attention span of audiences is dwindling. Constantly bombarded with information and advertisements, brands may have a harder time truly connecting with their audience. Podcasts offer a unique solution to this problem. Their comprehensive and intimate nature allows for deep dives into topics, fostering genuine audience engagement. By choosing a podcast episode, the listener commits to a focused listening experience, without the distractions typical in scrolling through social media or skimming articles. Even though podcast content is much longer than a blog or social media post, podcasts engage listeners for a duration 14 times longer than visual marketing content. Podcasts allow for more information and less distraction!
Podcasts present the perfect medium for creating compelling narratives that captivate audiences. Any storytelling that can be done over pitches or press releases can be translated into a podcast episode. With complete flexibility, podcast episodes can follow a variety of formats to best relay a message. Podcast formats include Q&As, panel discussion, investigative, documentary style, and so much more! With only an auditory component, however, podcasts present an interesting challenge of creating a captivating story in order to spark the listener’s imagination and keep them engaged. Podcast storytelling must be creative, entertaining, and strategic.
Podcasts are a cost-effective way to reach a large audience. With the expansion of podcast platforms like Spotify, Apple Podcasts, and Amazon Music, it's never been easier for listeners to access and discover new content. This wide reach is great for PR professionals, ensuring messages are heard globally, crossing geographical and cultural boundaries. Additionally, compared to organizing large PR events or media campaigns, podcasting is more cost-effective. With basic recording equipment and editing software, organizations can produce high-quality content without breaking the bank.
In the ever-changing world of Public Relations, it’s clear that the future calls for a shift from traditional avenues to more immersive and engaging mediums. Podcasting is not just a passing trend, but rather a medium perfectly tailored for a modern audience’s preferences. With its depth of engagement, a large variety of narrative possibilities, and a cost-effective method to communicate messages, podcasting stands out as a powerful PR tool.