GG’s Ethan Sands shares podcast PR tips companies and organizations can use to secure podcast appearances as part of a larger media strategy.
Podcast appearances offer companies and organizations an opportunity to shape the discourse around their work in a substantive way. Longform audio interviews can complement traditional PR tactics like op-eds, expert commentary quotes, and feature articles—but you’ll need a smart strategy and familiarity with the medium to effectively incorporate podcasts into your media profile.
Here are guidelines for incorporating podcast pitching into your media strategy:
Because podcasting is a relatively simple and accessible format to produce, some healthy scrutiny of a given show can go a long way. When considering potential podcasts, you should listen to previous episodes to get a sense for their length, format, upload frequency, and overall tone. It can be difficult to assess the size of a podcast’s audience, so do a little digging. Check to see if it’s produced by a known production company; make use of podcast search and analytics platforms like ListenNotes or Podtrac; read its publicly available reviews on Apple Podcasts and Spotify; and investigate what kind of social media following the show and its producers have.
Some podcasts follow a TV news format, with several short stories in an episode; others are long-form or panel discussions that focus on a specific issue or theme; others operate like a documentary series with interconnected episodes that are planned and taped far in advance. Be conscious of this in your outreach: your spot-on pitch to speak with an expert who perfectly complements a recent episode of your favorite murder mystery podcast won’t be successful if production wrapped months ago. A good podcast pitch is tailored to the format of the show, quickly gets to the crux of the issue your spokesperson wants to discuss, and contains a quick rundown of their relevant credentials, as well as any relevant links to prior appearances. Pitches are best addressed to a show’s producer.
Whether you’re pitching a big project, a research paper, a new initiative, or something else, think about how to fit what you’re offering into an episode or season of the podcast you’re targeting. Smaller or more niche podcasts may be more open to one-on-one longform interviews on your announcement, but for larger or more mainstream shows you’ll need to think creatively to highlight how your news fits in with broader storylines or themes.
Many podcasts are less formal than TV and radio interviews and have a more conversational tone; spokespeople should listen to episodes beforehand to get a sense for how the show operates and come prepared. Most podcasts are audio-only, so energy and vocal dynamics are key to creating good content. Interviewees should also ask about and be familiar with the logistics of the recording process. Ask producers or hosts about the necessary audio equipment, whether the host and guest will be able to see one another during remote interviews, and how much the interview will be edited. Some podcasts are also video recorded and uploaded to platforms like YouTube. Knowing these details ahead of time ensures there are no surprises when the interviewer starts recording.
Once the podcast interview has taken place and the episode has been released to the public, it’s time to think creatively about how to best amplify the final product. In addition to sharing links to the episode through owned channels, think about how to make the content more digestible for audiences who are unlikely to take the time to listen to longform audio content. For shorter-form social media posts, consider using clips and soundbites from the episode to highlight specific issues, goals, and calls to action using tools like Audiogram. Pair eye-catching graphics with impactful quotes from the interview. Use the episode as evidence of your spokesperson’s speaking skills for further podcast and broadcast pitching, as well as to submit for speaking opportunities at conferences and events.
Podcasting is still a growing industry, meaning there are myriad opportunities for companies and organizations to engage in meaningful ways. Many are launching podcasts of their own. Taking the time to design a podcast PR strategy that is tailored to the podcasts and audiences you want to reach is the best way to make the most of the medium.
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