The Podcast President: How Political Comms Have Officially Entered a New Era

By the 829 Studios Content Team | In Partnership with SBS Comms

Every election cycle brings with it a shift in both how candidates communicate, and how the public consumes information. FDR had radio. JFK had TV. Obama harnessed the power of social media. And now, as we look back on the 2024 presidential campaign, we’re witnessing the dawn of something new: the era of the Podcast President.

This year, candidates didn’t just visit the usual broadcast studios or high-tier print outlets. Instead, they gravitated toward long-form podcast interviews and niche shows, where they could skip the teleprompters and connect directly with hard-to-reach voters. Whether it was Kamala Harris chatting with Call Her Daddy or Donald Trump going on Flagrant and Lex Fridman, 2024 was defined by conversational comms and unconventional platforms.

Why Podcasts Took the Lead in 2024

As legacy platforms like Meta reduce political content and X (formerly Twitter) loses cultural traction, campaigns have had to evolve. The undecided voters who swing elections are not glued to the evening news. They’re multitasking, working out, or commuting while listening to podcasts about beer, parenting, or gaming.

Podcasts offer something most other formats can’t: intimacy and authenticity. And that’s exactly what voters want. The podcast format gives candidates space to show their human side, share unfiltered opinions, and build trust with niche audiences in ways that broadcast interviews and op-eds simply can’t.

Reaching the Undecided (Without CNN or The Times)

The data speaks volumes: many undecided voters don’t consume traditional political coverage. So why spend precious campaign hours on legacy media when the margin of victory is buried in the feed of a comedian’s podcast or a YouTuber’s Q&A?

This isn’t about rejecting mainstream media altogether. High-reach publications and TV networks still hold weight for mass messaging and policy promotion. But in a tight race being strategic means going niche, and campaigns leaned in hard.

What This Means for Communications and PR Strategy

The 2024 race represents a permanent shift in media relations. Moving forward, campaigns, brands, and communicators alike will need to:

• Expand media targeting to include nontraditional channels (yes, even if it’s a comedy podcast with an unexpected Gen Z following).
• Train spokespeople not just for polished Q&A or hostile interviews, but also for casual, freewheeling long-form conversations.
• Prepare for hybrid influence, where personality-driven media can carry more weight than major networks in swaying public opinion.

The bottom line? The media environment is fully decentralized, and that’s not going away.

Looking Ahead: PR in the Age of Personality-Driven Media

For communicators this evolution is as exciting as it is complex. The fragmentation of media means more opportunity, but with that comes more responsibility. From product launches to policy announcements, brands must craft their narratives for a fragmented, fast-moving ecosystem where hosts hold more sway than headlines and audiences crave connection over spin.

Whether you’re advising a Fortune 100 brand or a rising startup, now’s the time to rethink how your message shows up in this new media world.

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