Podcasts have become part of our daily routines, and their popularity is steadily increasing. In fact, according to Pew Research Center’s recent research: Half of Americans have listened to a podcast in the past year, and one in five of these listeners listen nearly every day.
This growth in podcasting opens new doors for brand storytelling, building reputation, and connecting with engaged audiences – a fact not missed by this year’s U.S. presidential candidates who are actively trying to reach these attentive listeners.
For PR practitioners, podcasts are a medium that should not be ignored. That’s what we’re digging into here – why podcasts deserve a place in your PR strategy and how to craft pitches that will land your client or spokesperson those coveted guest spots.
Why Podcasts Should Be on Your PR Radar
Podcasts offer some unique advantages for brands including:
- Targeted Audiences: With podcasts covering every topic under the sun, you can zero in on specific listener groups whose interests align with your message.
- High Credibility: Listeners tend to trust podcast content more than many other news sources. This trust extends to the guests featured, which is great news for your brand.
- Engaged Listeners: Podcast audiences are often more attentive than other media consumers. They're usually listening during focused times like commutes or workouts, making podcasts ideal for delivering impactful, in-depth content that inspires action.
7 Steps to Crafting Your Podcast Pitch
Follow these steps to create a pitch that will stand out with show hosts and producers.
1. Start with Solid Research
Just like with any other PR pitch, research is key. Use podcast directories, media databases, search engines, and social media to find podcasts that welcome outside guests and align with your brand. You may also want to see where your competitors have secured a guest spot and target applicable podcasts from this list.
2. Choose the Right Spokespeople
Aside from narrowing down the right shows, you also have to determine the right people to pitch as guests. Put together a list of subject matter experts (SMEs) who can speak to different topics. Make sure they're media trained before you start pitching them.
3. Listen & Learn
Before pitching, listen to a few episodes of each show. Pay attention to:
- The types of guests they feature
- Common themes or topics
- The host's interview style
- Podcast format
- Production quality
- How the audience engages with the show
This helps you narrow down the most relevant podcasts and formats that align with your brand and spokespeople.
4. Find the Right Contact
Podcasts can be run by individuals or be part of larger media networks. Check their website to find the correct contact person—whether it's the host, producer, or guest booker. Reaching out to the right person ensures your pitch doesn't get lost in the shuffle. (Pro tip: The CisionOne media database can be a huge help here.)
5. Understand What Podcasters Want
To grab a podcaster's attention, you need to know what they're actually looking for:
- Relevant Expertise or Unique Perspectives: Podcast hosts want guests who bring something new to the conversation. Offer original thought leadership or expert insights that align with the podcast's focus.
- Audience Alignment: A key factor for podcast hosts is whether the guest's message will resonate with their audiences. Explain how your insights or story will benefit their listeners.
- Podcast-Ready Guests: Unlike short-form media interviews, podcasts need guests who can engage in deeper, more casual conversations that hold a listener’s attention.
- Cross-Promotion Potential: Hosts appreciate it when guests expand the podcast’s reach. Offer to help promote the episode across social media, blogs, and newsletters once it’s live. This shows that you’re invested in the collaboration.
Pro tip: Keep an eye out for podcasts’ editorial calendars and call for submissions. Knowing the topics they want to discuss can give your pitch a big boost.
6. Craft a Compelling Podcast Pitch
Just as with traditional journalists, podcasters get tons of pitches each week. Here’s how to make yours stand out:
- Be clear and concise: Get to the point quickly. Your subject line should grab attention and entice them to read more.
- Emphasize your guest’s value: Focus on why your guest will be interesting and valuable for their listeners. Offer different story angles or topics your guest can discuss.
- Personalize your message: Show you've done your homework by customizing your pitch to the podcast and its audience. If applicable, reference previous episodes and explain how your guest offers a fresh take.
- Include a media kit: Provide a bio, professional headshots, and links to past media appearances for your proposed guest(s).
- Offer extra incentives: Sweeten the deal with things like a listener giveaway, follow-up content, or help promoting the episode.
7. Follow-Up (But Don’t Be Pushy)
If you don't hear back right away, a polite follow-up is fine. Keep it short and respectful, reiterating your guest's value or sharing any new info. But don't overdo it—if there's no response after one follow-up, it's best to move on.
Build Relationships with Podcast Hosts
Creating genuine connections with podcast hosts can help you better understand the show and increase your chances of being featured. Try these relationship-building tactics:
- Engage with the podcast’s content on social media
- Leave thoughtful comments on their blog posts
- Subscribe to their newsletter
- Share their content to help expand their reach
- Attend events where they're speaking and introduce yourself in person if possible
These small actions can lead to valuable relationships over time.
Also consider other ways to engage with the show, like sponsored content or paid ads. This can help you test how receptive their audience is and shows the hosts you're serious about reaching their listeners.
After You Land That Guest Spot
Once you’ve secured a podcast appearance, take these steps to maximize your impact:
- Thank the hosts: Show your gratitude and let the hosts know your plans for episode promotion and any follow-up content. Be sure to express your interest in future collaborations.
- Promote the episode: Share it across your social channels, newsletter, and website. The more you promote, the more value you provide to the podcast.
- Repurpose the content: Turn your podcast appearance into articles, social media posts, or add to your guest's media portfolio.
Leverage Technology
Technology can be a huge help in streamlining your podcast outreach. PR platforms, like CisionOne, can identify relevant podcasts, track what your competitors are up to, and find trending topics in your industry. And when you do land those guest spots, a comprehensive platform will be instrumental in measuring the impact.
Look for media monitoring and social listening tools that can track your podcast appearances alongside other PR efforts for a holistic view of your strategy’s performance.
Final Thoughts
Podcasts offer a unique option to connect with engaged audiences in a meaningful way. The key to successful podcast pitching is to approach it as a mutually beneficial partnership. Don’t just look for exposure for your brand or client - offer valuable content that will enrich the podcast and its audience.
For more tips on finding the right media contacts and effective pitching, check out The Complete Guide to PR Pitching.
Find out how CisionOne can help with your podcast outreach. Chat with one of our experts.
