PR practitioners are continually working to adapt their communications strategies to an evolving media landscape. Sharing a message is no longer as simple as sending out a press release. PRs are now increasingly considering the podcast format in their communications strategies. 

The podcast medium is rapidly building a reputation as a powerful tool to connect companies with their target audiences. 

Telum Media recently held a panel discussion in Malaysia, "Podcasting - A New Frontier for Media Engagement in Malaysia". The event featured prominent media leaders across the country who discussed the power of podcasting. We spoke with PR practitioners, Mek Zhin Choong, Sophia Lee, Naurah Qistina Mohd Yusri and Danish Adam at the event about the ways their teams engage with podcasting.

Mek Zhin Choong, Assistant Vice President Corporate Communications at Alliance Bank
Podcasters are like micro-influencers. They build up a very specific community with very specific value, for a very specific kind of communication. Podcasting is a good place for people who know who they want to connect with. If you approach someone in podcasting as a brand, you know you are reaching out to that exact Writer or Content Producer who holds your targeted audiences.

Danish Adam, Executive, Public Relations at Mad Hat Asia
My department and I have always wanted to do podcasting as part of our media strategies. We will encourage our clients to explore it as the medium is more insightful and direct in focus. Podcasting is a great way for some clients to get their messages out.