How podcasting could shape the Prime Minister race

As Australia approaches its 2025 federal election, a critical challenge for marketers and political strategists alike is how to effectively engage fragmented, digitally savvy audiences in a way that fosters authenticity and trust.

Traditional media platforms, with their tightly controlled narratives and soundbites, often fail to meet these expectations, leaving a gap for more intimate, long-form channels such as podcasts.

By using the U.S. presidential election as a case study, I’m going to explore how podcasting offers a unique solution to this problem—enabling leaders to bypass traditional media filters, connect with diverse audiences on their terms, and humanise their messages – and how brand marketers can use this long form medium as a successful way to share their brand story.

The question in this election year, is whether political leaders, and ultimately brand marketers, will seize the untapped potential of podcasts to shape public perception, build relatability, and engage voters and customers in a more meaningful way.