Anita Campbell knows how to podcasts. She has done it for years and has 100′s at her great small business resource site: smbtrendwire.com.

I am please today to find out my podcast, from over a year ago, is still in the Top 5 Most Popular Business Podcasts.

This is a great example of how PR and media have changed.  Doing the podcast so long ago did get us a bump in visibility, but nothing like being in a major magazine or on TV.  But the lifespan of the PR is incredible.  When I am featured in traditional media, I see a huge leap in web visits, calls, mail, etc.  But within a week it is long gone.

With the new media, like podcasting, the payback is measured in the course of years.  I have added quick comments to other people’s blogs that years later still produce steady visitors.

The key is the long view.  Steadily build new, timeless roads for people to find you and your visibility will continue to grow and pay back your effort.