Interesting findings from you quick poll, Craig. I guess if you look at the reasons why it seems that so few PRs listen to podcasts you also have to look at the access issue. Obviously you can listen to a podcast on your computer (assuming you have speakers) but I’d imagine most folks will use a mobile device like an iPod or smart-phone to listen to podcasts.

I know plenty of PRs who don’t have a compatible mobile device so that may be a factor. Personally I’m an avid podcast listener and must get through a good 10-12 hours of audio content per week, most of which I listen to during my daily commute. (I have a 3 hour commute each day and have my iPhone hooked up through my car stereo and pretty much listen to podcasts exclusively.) They are a fantastic way of getting relevant information and I use them to keep up to date on what is happening in the world of social media, technology, business etc.

I may be a bit old fashioned in this view, but as a communications advisors I still think it’s incumbent on us to keep abreast of anything which could impact or benefit our clients and I find podcasts are a great way to do that. On the time allocation point, I can’t understand why some PRs have said they aren’t given the time to listen to relevant podcasts. Surely it should be a matter of course not just to see if their client has been mentioned, but also to inform their knowledge a particular area?

On the point about not listening on their commute as that’s their own time and not their employers: I fully respect that view. I guess the way I look at it is that PR isn’t a 9-5 job. Besides, I enjoy what I do and find this stuff interesting so for me it’s not a chore – guess it comes down to how you look at it. (All that being said, I’ll admit that podcasts like the @thethumbcast are purely for personal pleasure don’t really fall into the work related category!)

Would be interested in others views.

I think you are right to say that you wouldn’t really listen to podcasts in the workplace, it is something that you do on the way to work or in your own time.

But that is not unique to podcasts. PR people will also print of policy briefings, branding case studies, interesting cuttings and read them outside of the office. That is not how it should be, but its reality.

And you are right that accessibility is a factor. With my 150 page report on the Calman Commission, or a PR case study, I can skim through and still have a good idea about what it was saying. I can’t really do that with a one hour podcast.

This excellent post ( http://tiny.cc/zpwgd ) by Duncan Stephen shows the problem that a dedicated follower of podcasts has keeping up – even with a couple of commuting hours a day.

I enjoy podcasts and listen to a handful that I regard as important / enjoyable in both professional and personal capacities as often as I can.

However, it was explained fairly eloquently at the SSMD that podcasts have to compete with other media. If you have finite resources, you have to prioritise using fairly, arbitrary criteria.

If you manage a tight budget, you may have to choose between broadcast, print and digital media monitoring. The same goes for how you manage your own time – limited time and lots of content to choose from.

The future is in skippable audio chapters – like Iain Hepburn does on his podcasts (the clever devil).

I agree with Allan Barr. Like him I listen to numerous podcasts and get loads of great information and insight out of them.

Ultimately it all comes down to personal preference.

Podcasts are free, and as a listener you can feel unbelievably close to the speaker. Far more so than even following a blog or a Twitter stream.

However, time is precious and expecting people to give up their free time every week is a big ask.

Honestly? At 25 I don’t think there is any chance I’d have been listening to any media specific podcast..

However, now you’d struggle to prise me away from For Immediate Release, Marketing Over Coffee, Media Talk or On The Media.