Podcasts provide a new avenue for public relations experts to reach out to their target public. Podcasts can be released on a schedule as a type of regular programming or for a short time. Without having video, podcasts make it easier for the target public to learn and gain information. It will always be required for the PR professional to write press releases and hold press conferences, but with the world moving as fast as it is now, releasing short podcasts (around 20 to 30 minutes) targets the people on the go.

Any type of podcast produced by a company can be considered a PR tool and it is up to the company to continue to control and distribute its image amongst the public. Since podcasts are seen as less formal as traditional means of public relations, they should be treated as such with entertainment and interest. Programs such as Sony Playstation Network's Quora and Digg's Diggnation provide entertainment and an extension of the respected brands to the public. Podcasts need to be entertaining but still professional enough to keep up a proper and respectable image.

I don't listen to many podcasts, but one that I semi-regularly keep up with is Tech News Today on the TWIT.TV network. TWIT stands for "This Week in Tech" and was started by Leo Laporte after Tech TV was shut down and made into G4TV. Tech News Today is a show that airs weekdays and is recorded live. Each episode covers the latest updates in the tech industry and is hosted by Tom Merrit, Sarah Lane and Iyaz Akhtar.

One of the best parts about Tech New Today is the ability to see and hear the show being recorded live. The video feeds runs all day, so all podcasts on the TWIT network are recorded live and available for the public to see. There is also a chatroom feature that allows viewers to interact with the host while they are recording. It adds more of an interactive behind-the-scenes aspect not seen in many other podcasts.

There are probably a variety of podcasts with more bells and whistles than Tech News Today, but I feel they provide a good and entertaining product. Many of the hosts and guests were on Tech TV, so it feels like an extension of the network. Tech journalists also have guest posts on the show, making for entertaining exchanges with the regulars. All-in-all I think Tech News Today and the entire TWIT network are a good representation of how to make an interesting and informative podcast.