We can barely keep up: podcasts have popped up everywhere and their popularity continues to skyrocket. There is a podcast for almost everything these days, from business to personal finance to true crime stories to fashion.
In fact, Podcast Insights reports that there are over 2 million podcasts as of 2021!
What does this mean for PR professionals? A popular new outlet for showcasing your company or client. That’s right: the podcast pitch is the latest PR tool to be added to your professional arsenal.
Podcasts allow your company or clients to connect with potential customers in a personal and meaningful way. When a potential customer listens to your client’s stories and experiences, they learn there are real people behind the brand. This allows your client to earn valuable trust and authority.
If you’re new to podcast pitches, here's everything you need to get started. In this post, you’ll find some of the best tips and tricks for your podcast pitch, learn how to write a podcast pitch email, and see a useful podcast pitch example. Yes, there’s even a template here for you to get started right away!
Ready when you are.
- How to pitch a podcast - tips & tricks
- How to write a podcast pitch email
- Podcast pitch example
- Podcast pitch template
How to pitch a podcast - tips & tricks
In reality, it takes just a few key steps to pitch a podcast, especially If you’re already familiar with pitching print and online media outlets.
1. Invest time in research
This may sound obvious, but for the sake of valuable time, you’ll want to look specifically for podcasts that speak with outside guests. It isn’t enough that the podcast is perfectly on-topic if guests aren’t invited to the show.
If you’re using a PR tool like Prowly, finding podcasts is an easy search. The Media Database allows you to drill down by topics and locations, and there’s even an influence score available so you can focus on podcasts based on their reach.
During this list creation, you’re looking for two main things: an audience that matches your customer demographic and a podcast theme where your business story makes sense. Just like in traditional PR outreach, you want to make sure you pitch the right story to the right person.
Location can be important, too. If your business is focused on a specific region, finding a voice from that same area may carry more weight with the listener than a national or international podcast where people don’t have access to the product or service.
As with traditional PR, it can be useful to search where your client’s competitors have been featured. If the podcast producer invited them to their show, your client should be of interest too. Just make sure to include a fresh take on the topic in your podcast pitch.
2. Listen and learn
Imagine you’re at a dinner party, and a stranger approaches you. Which introduction would you prefer they make?
- “Hi, I’m John. What’s your name?”
- “Hi, I’m John. I heard you went to college with Jenny. Isn’t she the best party host?”
The second one, right? It’s just easier to start a conversation when someone has made a personal connection with you from the start. It’s the same idea when you reach out to an editor or podcast producer.
To create a warm pitch, you’ll want to learn a little about the podcast first. This means listening to a few episodes to get a feel for the themes, types of questions asked, and the host’s interview style. Consider your client’s personality too. If they are new to podcast appearances, you may want to start with lighter, more casual podcasts versus humorous or serious ones.
3. Craft a story
To stand out from the crowd, podcasts rely on excellent storytelling. This means your podcast pitch needs to promise a compelling story that will keep listeners engaged and tuned in. As you create your podcast pitch, focus on the benefits to the podcast listener. Explain your client’s expertise in the subject and share the specifics of the valuable information they can provide.
It’s critical you keep front-of-mind the most important consideration for the podcast producer: will your client entice people to listen to their podcast?
How to write a podcast pitch email
You’ve made your dream podcast list, so now it’s time to reach out! Even from the email subject line, you want to be clear about what you’re pitching and how you can provide the podcast with exciting new content for an upcoming episode.
Add a brief bio of your client, including links to other podcasts where they’ve been featured. Not only does this provide proof of their topic expertise but shows their experience with recorded interviews.
Offer several topics that your client could speak about, and make them specific. Let the host know these are just suggestions and that your client is open to other topics that the host may be interested in.
Even better, make the podcast pitch timely by offering topics that align with current trends.
For example, if you have a fashion client, pitch a closet cleanout discussion for January, a back-to-school trend discussion in August and a Fashion Week highlights conversation in September. Or a fintech company spokesperson could speak about creative annual budgeting plans in January, surprising tax tips in March, and helpful holiday budget trends in October.
If your client has a strong social media following, point this out. Let the podcast host know that your client will cross-promote the episode there. Just like you want to introduce your client to their audience, promise to return the favor,
PR software like Prowly can even give you the tools to build an online newsroom for your company or client, where the producer can read about your client, see photos of their service or product, and follow links easily to their website and social media platforms, all in one place.
P.S. If you find yourself in the position of conducting an interview yourself, check out this guide on how to conduct a great interview. It has over 28 online and in-person tips!
Podcast pitch example
If you’re looking for some inspiration, here is a podcast pitch example to get you started (and if you’re interested in seeing more traditional PR pitches too, take a look at 7 great examples here and ready-to-go draft templates here).
Podcast pitch template
Hi {first name},
I’ve been following your podcast for a while now and have personally applied a number of your tips to my [personal experience], like [specific example]. Thank you for that!
I think I have a guest for your show that would really resonate with your listeners. Her name is [name of your client], and [a short bio]. On your podcast, they’d be happy to share [example of their insights] with your listeners, or discuss other money topics like:
[exemplary topics]
[Your client] has a social media following of [number of followers] that are made up of [who their audience is]. We’d happily cross-promote the episode on these channels to drive listeners to it.
Thank you for your time and consideration, {first name}. Please let me know if you’d like to schedule a time to speak with [your client], and feel free to float other topics our way.
Regards,
XXX
Prepare for those booking requests
Podcasts need to create consistent content, so don’t be afraid to check back with the producer on a regular basis to see if your client can meet their current needs. Don’t just hit re-send on the original email though, although you don’t need to start from scratch each time.
Instead, keep brainstorming new topic ideas for the podcast and send a follow-up with them, as an excuse to get in touch again. This means each point of contact offers them something new to consider.
While you’re waiting for those podcast requests to land on your calendar, get your client prepared for when their next podcast interview is booked. Confirm they have a quiet space available where they’ll conduct the interview, and ask them to consider ordering an inexpensive podcast microphone (many are less than $20, and they often makes a great client gift). Make sure they have an updated professional headshot for the episode’s promotion too.
While you’re at it, consider starting a PR podcast or promoting your own PR expertise! There are plenty of PR podcasts looking to learn from your experience in the industry. This is also a great way to step into your client’s shoes firsthand and provide them with an example of how it’s done.
Get out there and start pitching those podcasts! Hope you'll land them with Prowly.
Cover photo by Soundtrap
