Podcasts: A Powerful Tool for Aspiring PR Professionals

The Growth of Podcasts 

Podcasts seem to be everywhere these days. It doesn’t matter where you’re scrolling on social media; you will likely stumble across someone promoting a podcast. What makes podcasts unique is their wide variety of topics, covering everything from celebrity gossip to niche topics like business, marketing, and public relations. This diversity allows listeners to find shows that align with their interests, making the podcasting experience both engaging and accessible. For PR and advertising professionals, podcasts are a channel to reach targeted audiences. They offer an opportunity to showcase thought leadership, build brand trust, and connect with listeners on a deeper level through storytelling. As podcasts keep growing more popular, they’re becoming a staple for how brands build trust and share their stories. 

The Evolution from Radio to Podcasts

Let's backtrack to the late 1920s when radio streaming became huge. Families would create a routine around it, tuning in and listening simultaneously daily. Where radio used to bring people together at set times, podcasts offer on-demand access, giving listeners complete control over what they listen to and when. 

Podcasts provide listeners with personal stories and genuine conversations that I consider “behind the scenes” of professionals. Whenever I listen to a podcast with CEO guests, it’s almost refreshing to hear them speak like an everyday person and not just as some powerful figure behind a title. Instead of talking about different profits or strategies the whole time, they share something personal, like how they balance work and family or how they have overcome their failures. It’s almost like peeling back the layers of a brand and seeing the real person behind it while providing useful advice for listeners. Showing that vulnerable side is just the kind of authenticity that builds trust with someone like me, who will be entering my career journey shortly.

Moving Forward With Podcasts 

With all of this talk about how great podcasts are, I think it’s only appropriate that I share a personal favorite. The PR Podcast hosted by Jody Fisher is truly one of my most listened-to podcast channels related to PR. Each episode touches on some sort of trending topic within the PR world and I love the variety of information each episode has to bring, not to mention how easily digestible it is to listen to. Honorable mention to GVPRSSA's podcast PR Hangover, where they dive into interviews featuring knowledgeable professionals throughout the industry. 

For anyone starting in PR, learning how to use podcasts can set you apart. We’re no longer focused on just promoting a brand; it’s now about creating genuine connections and earning the trust of listeners through an integrated approach. I am fascinated to see how far podcasts will continue to grow and benefit our society by being an authentic source for everyone.

About Vincent

Vincent is a senior studying advertising/public relations with an emphasis in advertising. This will be his first semester in GrandPR where he will be an account associate. He will spend this semester as an intern at the GV Landthorn. After graduation, he hopes to become a copywriter and work with clients at an advertising firm.