Even in the most forward-thinking relationships, public relations practitioners and their clients can sometimes get comfortable with their regular routine of scheduled press releases and published bylines. The media attention is consistent, and a complacent approach to PR can become accepted as the norm. It’s the responsibility of the PR team to find alternative forms of media that diversify their client’s repertoire. Fortunately, as the public yearns for new and exciting ways to consume content, podcasting has become a channel highly utilized by media professionals.