Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor, Roarrr Media and Public Relations. When Covid-19 shut the world down, so did most of our ways of communicating. Events disappeared, offices closed, and the usual ways of networking – whether over lunch, at a seminar, or through the media – suddenly vanished. During that quiet time, people started searching for new ways to connect. And that’s when podcasts, which had already been on the growth path, became a go-to medium. Today, podcasts aren’t just about entertainment or storytelling. They’ve become a powerful tool for public relations –  helping businesses, entrepreneurs, and even individuals share their stories in a way that feels both personal and far-reaching. What Exactly Is a Podcast?A podcast is basically a digital audio show that you can listen to anytime. Unlike traditional radio, you don’t need to tune in at a set hour. Whether you’re on your morning walk, stuck in traffic, or cooking dinner, you can play an episode when it suits you. That flexibility is one reason why people love podcasts. They slide easily into daily life, without demanding a screen or your full attention. For PR, that means your message isn’t fighting for space – it’s welcomed into someone’s routine. The Benefits of PodcastingOne of the biggest strengths of podcasting is authenticity. When you hear someone’s voice – their tone, their stories, even their laughter – it feels human. That builds a sense of trust much faster than a press release or an ad. Another benefit is niche targeting. Podcasts are often created for very specific audiences. There are shows for small business owners, fitness enthusiasts, parents, tech lovers – you name it. If you appear on the right podcast, you’re speaking directly to people who already care about your topic. That’s far more effective than broadcasting to a crowd that may not be interested. And unlike a big video production or national ad campaign, podcasts are relatively budget-friendly. With a good microphone, a quiet room, and the right message, you can reach people all over the world. How Podcasts Differ from Other InterviewsIf you’ve ever been interviewed on TV or radio, you know how short those segments can be. You’ve got a couple of minutes to get your point across before the host moves on. Podcasts, on the other hand, take their time. A conversation can last half an hour or even an hour, which gives guests the chance to explain ideas more deeply, share personal stories, and sound more human. Listeners also approach podcasts differently. They’re not flipping channels or scrolling absentmindedly. They’ve chosen to subscribe, which means they’re more open and engaged. For PR, that’s gold – you’re not just being heard, you’re being listened to. The Challenges Along the WayOf course, podcasting isn’t perfect. Standing out is tough because there are millions of shows out there. A new podcast has to find its unique voice to get noticed. There’s also the issue of consistency. A lot of podcasts start strong, but stop after a few episodes when the creators realize how much time it takes to research, record, and promote. Quality matters too – bad sound or a boring conversation can drive people away quickly. Finally, measuring the exact impact of a podcast can be tricky. You can see download numbers, but connecting that to sales or brand awareness isn’t always straightforward. Why Podcasts Stand Tall Against Other MediaDespite these challenges, podcasts bring something that other media often can’t – depth and intimacy. A social media post might disappear in an hour, but a podcast episode can be discovered months later and still feel fresh. Listeners also form a bond with the voices they hear regularly. It almost feels like friendship – like you “know” the host or guest. That’s a connection brands dream of creating. And then there’s the reach. A podcast recorded in a small city can be heard on the other side of the world within minutes. That kind of accessibility is something traditional PR channels simply can’t match. The Bigger PictureThe rise of podcasting shows that people crave more than just quick headlines or flashy ads. They want conversations, depth, and stories they can connect with. During the pandemic, podcasts filled that gap when we couldn’t meet in person. Now, even as the world has opened back up, the medium continues to grow because it offers something rare in today’s noisy media world – time and authenticity. For brands and professionals looking to build trust, share ideas, and connect with the right audience, podcasts are more than a trend. They’re one of the most human ways to do PR in a digital age.