Podcasting has exploded in the past decade, fueled by the portability of technology and its attraction to busy, on-the-go multitaskers. No matter your interest, there’s a podcast for that. Everything from politics, news and conspiracy theories to art, baking and self-care, there’s a topic for everyone.
Influencer Marketing Hub estimates there to be more than 2 million podcasts featuring more than 48 million episodes. Almost 60% of Americans listen to podcasts; 41% of the population listen to podcasts on a monthly basis. And podcast “consumers” are loyal, listening to an average of eight per week.
If your public relations strategy doesn’t already include podcasts, there’s still time to consider including it in your media relations, pitching or executive communications tactics. Here’s what members of the PRConsultants Group had to say about podcasts and how they’re using them in their client work.
Podcast Pitching Advice
Jasen Woehrle of The Firm Public Relations
#1 HOW ARE YOU USING PODCASTS?
In a world of hundreds of thousands of podcasts (the majority of them not with massive followings), the benefits of an engaging and thoughtful conversation/interview via podcast can be right up there with a “traditional” media interview. Some media outlets have podcast components to their daily coverage and often times convert interviews into podcast content. For other podcasts, narrow down and become familiar with those that are in the industry that serves your client. Listen to them and ensure that the podcast hosts are knowledgeable in the subject matter and that the content matches the vibe of your client.
#2 BEST TIPS FOR PITCHING PODCASTS
Do your research the same as you would a traditional media outlet. Get familiar, make sure you’re comfortable putting your client or executive in front of them. Many podcasters either put email addresses in the show descriptions or at least put their social media handles out there. Send them a direct message on social and ask them the best way to pitch a story/subject matter expert.
#3 HOW DO YOU MONITOR?
Hopefully you are already engaged and subscribed to the podcasts you are pitching (or where you landed coverage for a client or for your company). If not – that’s the first step! Listen to the podcasts to which you’re engaging. I believe several media monitoring services are also now tracking podcasts.
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Ensure they are media trained. Some people think that podcasts are more “casual” and they can be depending on the topic. I think they should be considered media and managed as such.
Jenny Smith of Acuity Public Relations
#1 HOW ARE YOU USING PODCASTS?
I pitch clients as subject matter experts on podcasts that reach their audience(s).
#2 BEST TIPS FOR PITCHING PODCASTS
Answer the podcaster’s question. Also, consider how your client’s message will resonate with the audience, and how what they have to say is relevant to the listeners.
#3 HOW DO YOU MONITOR?
Google, pickup of the segment via the podcaster’s site, social platforms, sharing of the podcast from the client’s channels.
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Listen to the podcaster’s previous interviews. Know the likes, dislikes and pain points of the audience. Prepare talking points and provide these to the podcaster in advance. Provide visuals for the podcaster to consider in promoting the podcast on her/his website, blog, email, social posts. During the podcast, prepare anecdotes and stories that illustrate your message, if there’s an opening/opportunity. Anticipate and prepare in advance for questions that may take you slightly ‘off script’ – and plan how to return to your main message.
Sharon Kreher of teamworks communication
#1 HOW ARE YOU USING PODCASTS?
We’ve found podcasts to be an effective tool for clients who have a particular expertise and as a training ground for them to learn how to communicate effectively. We start with lesser-known podcasts to establish their comfort level and interview skills before approaching ones with broader audiences. Podcasts give clients an opportunity to raise their profile with new audiences and establish themselves as relevant speakers on current topics for other platforms.
#2 BEST TIPS FOR PITCHING PODCASTS
Develop a one-sheet for your client that outlines expertise, topics they can talk about, experience, other media clips if available.
#3 HOW DO YOU MONITOR?
Podchaser is a great resource if you’re active in that space. It is not inexpensive but very effective.
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Make sure the podcast host is clear about what they will be talking about and ensure that your client goes into the interview with key messages and relevant facts at their fingertips.
Stephen Michael Brown of Cookerly PR
#1 HOW ARE YOU USING PODCASTS?
We find podcasts to be great vehicles for clients with amazing workplace, technology, corporate social responsibility and sustainability stories to tell. The long-form, interview-centric nature of the format lends itself to your most convivial and colorful subject matter experts.
#2 BEST TIPS FOR PITCHING PODCASTS
Usually there’s a producer and a host; sometimes they’re the same person. You can generally follow the formula of posted episodes to see if your company and its POV are good fits for the outlet. We use Muck Rack and Podchaser as some ways to glean even more information about the various podcast properties.
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Even though many podcasts are improvisational, you should always know your beginning, middle and end. As you would in any media training, prepare your key messages with supporting proof points and anecdotes. And know the rabbit holes you simply cannot go down as the conversation commences.
Tom Garrity of The Garrity Group
#2 BEST TIPS FOR PITCHING PODCASTS
We position our client podcasts as a part of existing communications (i.e. newsletter, social media) as an additional way to continue the engagement.
#3 HOW DO YOU MONITOR?
We use the built-in analytics and then cross reference through the client’s website monitoring service.
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Depends on the appearance. For example, if you are a guest on someone else’s podcast, promote the link through social/digital channels. If you are promoting a podcast that is your own, consider a Facebook or digital ad approach.
Vannessa Wade of Connect the Dots PR
#2 BEST TIPS FOR PITCHING PODCASTS
Be sure the audiences match. If my client is about self-care, but the podcast is how to build houses, it is likely not a match. Which means, the audience will not hear, understand or resonate with the message if they aren’t aware, or don’t care or understand the topic.
#3 HOW DO YOU MONITOR?
Google Alerts are my go to!
#4 HOW DO YOU MAKE THE MOST OF AN APPEARANCE?
Understand the audience, understand your narrative, figure out what you want the goal of your podcast to be and lead the audience somewhere. Meaning, have a call to action for people to stay in contact with your brand and top of mind.
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