Podcasts: The Most Trendy PR Tactic In Politics & Pop Culture
As media channels evolve, the interpretation and transmission of information have become tactics that politicians and celebrities recognize as trends among everyday individuals. One industry that has grown exponentially in the past few years is podcasting. The podcasting industry has become a venue for individuals to talk about a range of topics and get their message out to the public. Podcasters can craft a brand image that is niche to their audience and establishes loyal connections. In recent years, politicians and celebrities have aimed to appear on podcasts that cater to their targeted audience and align with their agenda.
The podcast industry has grown exponentially since streaming devices allowed news stories to be downloaded back in the early 2010s. Gradually, podcasts have become a more trustworthy news source than traditional media channels, as media biases become a more frequent dilemma. More individuals turn to streaming services for different reasons: to hear about politicians, celebrity drama or even to just feel motivated in their daily routines.
Podcasts differ from other media channels because they allow creators to express their narratives in a controlled environment through long-form content. Unlike TikTok or X, podcasts do not generate immediate reactions to messages, nor do they provide a way for 2-way communication with their audience without moving into a different media channel. Since podcasts are traditionally streamed through app platforms like Apple, Spotify or Pandora, audiences tend to be highly niche and loyal to whom they are listening to and getting information from.
Algorithm-based media channels expose users to a wide variety of creators based on their interests or or past engagement, making it easy for audiences to switch between different influencers. Meanwhile, podcasts are already established within niche genres that cater to specific interests. Listeners often have different podcasts for different reasons, with little overlap between topics. Because of this, many fan bases are loyal and follow podcasters across different platforms, having established trust in their content and brand.
In the recent election year, politicians increasingly used podcasts on their campaign trail. Why? Podcasts allow them to control the narrative, have in-depth conversations, directly speak to the audience and appeal to younger voters—all while maintaining their personal brand and authenticity. Some politicians, like Barack Obama, have launched their own podcasts, while others, like Kamala Harris, have appeared on popular shows such as Call Her Daddy. These platforms allow them to discuss American culture and politics while catering to specific audiences, managing media attention and discussing policy moves on their own terms.
Podcasts are also a way for politicans to express themselves in a way never seen before. The public is used to practiced speeches and strategic mannerisms, but podcasts make way for storytelling and establishing a personal connection that traditional media outlets cannot provide.
Like politicians, celebrities are increasingly using podcasts to control their narratives, network in different industries and bypass mainstream media. Once a person becomes a celebrity, public opinion is often shaped by how the media portrays them. Podcasts allow celebrities to speak directly to their fans and the media with intentionality, reducing the risk of miscommunication.
Some celebrities have even launched their own podcasts to tell their stories. A prime example of this is Alix Earle, who rose to stardom in the midst of college life around controversies and media scrutiny. To address the events surrounding her rise to fame, she created Hot Mess as a way to construct her own brand identity centered around authenticity and the craziness that goes on inside her life. Similarly many influencers and celebrities are using podcasts to establish their brand identity outside of social media platforms, which still promote negative trends like cancel culture, clickbait and sound bites.
The rise of podcasts by celebrities and politicans reflects a transition to proactive PR—a strategy in which individuals or brands can actively shape or control their public image through controlled environments. Instead of waiting to react to something, brands find it more appealing to insert themselves into positive spaces where they can build a stronger connection without interruption or misinterpretation.
Podcasts have become a powerful PR tool for politicians and celebrities to bypass mainstream media, strengthen connections with their audiences and construct their public image. As more individuals turn to podcasts for their news and entertainment purposes, the medium has become an essential space for figureheads to appeal to younger audiences and find brands that reflect their values.
This PR strategy is essential for politicians and celebrities because it allows them to create positive opportunities for their image and engage with audiences without being interrupted or misinterpreted. As the podcast industry continues to evolve, more brands, politicians and celebrities will likely continue utilizing this media channel into their communication strategies.
Sources
Atske, S., & Atske, S. (2024, October 16). Podcasts as a source of news and information. Pew Research Center. https://www.pewresearch.org/journalism/2023/04/18/podcasts-as-a-source-of-news-and-information
Marissa Levine, Day One Agency. (2024, October 16). Podcasts are the hottest stop on the campaign trail, according to Gen Z. PR Week. https://www.prweek.com/article/1892348/podcasts-hottest-stop-campaign-trail-according-gen-z
Smith, B., & Tani, M. (2024, November 25). ‘Get me on Rogan!’: PR scrambles to navigate new media. Semafor. https://www.semafor.com/article/11/24/2024/get-me-on-rogan-pr-scrambles-to-navigate-new-media