Podcasts are the in thing now. Almost everyone who has something to say does so via podcasts. Podcasting is the new social media now, just like Instagramming, facebooking and even tweeting. Podcasts are simply audio files or recordings that have been uploaded on certain applications like Spotify, Audiomack, or even Apple Music. Podcasts could also be live videos made in a studio for viewers to stream or download later. It is like the radio rebranded. Podcasts are not limited to a certain length or any topic. They vary by length and topic. 
Below are a few strategies you may consider integrating podcasting into your public relations strategy.

1. Showcase Expertise: Utilize podcasts to discuss your company's services with other experts in the field. This builds trust and reliability in customers' minds, enhancing the perceived value of your offerings.

2. Foster Engagement: Podcasts offer an accessible way for consumers to interact with your company. They provide a platform for customer feedback and real-time reviews, strengthening the relationship between your brand and its audience.

3. Enhance Content Strategy: Repurpose podcast content across various platforms. Transform segments of podcasts into videos, articles, or social media posts. This approach simplifies content creation for PR campaigns.

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4. Build Stronger Connections: Podcasts create a sense of belonging among listeners. By fostering dialogues and conversations, they draw listeners in and encourage interaction through comments or emails.

5. Increase Visibility: Leverage podcasts to raise brand visibility. A well-structured podcast can attract and retain followers interested in your message, helping to maintain a loyal audience base.

By integrating these strategies, PR professionals can effectively use podcasts to boost their brand's presence and connect with a broader audience, and by starting a podcast, you can retain your follower base because they are interested in what you have to say. PR professionals must, however, be wary of podcasts, because a podcast that is not properly structured or planned might casually walk into irrelevance.