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Podcasts are officially the media format du jour. “Traditional” media outlets, if there is such a thing today, are launching them left and right. Reporters, celebrities and even successful business people are hosting their own as pet projects, passion projects and lucrative side hustles. And consumers can’t get enough.

According to Edison’s Podcast Consumer 2017 report, monthly listeners grew year-over-year from 21% to 24% from 2016 to 2017. An article from WIRED indicates that advertising spending on podcasts hit $220 million in 2017.

The right tools can help you boost your brand by cutting through the noise to reach your target audience and create greater visibility. That’s exactly why you should consider a paid media buy as a critical component of your next PR campaign.

Paid media buys were long considered taboo in public relations - something to shy away from in favor of traditional earned media. But the truth is, as the media landscape continues to evolve, paid media buys are an essential part of a robust PR program. Embracing this tactic puts your brand and your message front and center, giving a campaign the kick-start it needs to be successful.