Expert guide on podcasts in PR: from pitching to performing

As the world of public relations evolves, podcasts have become an incredibly valuable tool for establishing credibility and brand reputation. Riding the bus, commuting to work, or taking a stroll, listeners are tuning in more than ever to this unique format. With podcasts’ influence exploding, mastering this medium for PR is no longer optional. This guide provides an insider’s look at building a podcast strategy from the ground up and bringing ongoing efforts to another level.

Why podcasts matter in PR

Podcasts are unique from other channels as they create a larger sense of authenticity and community. Hearing a host’s voice, as opposed to reading an article, makes listeners feel more connected and invested. Therefore, an interview with a well-loved host can prove to be incredibly influential. With the wide range of niche themes and specialized topics, listeners can tune into what really matters to them. This allows companies to reach a targeted audience in a way that wasn’t possible before. Guests can reach listeners more intimately in a medium where listeners are more engaged.

Picking the right show

With millions of podcasts out there, picking the right one can be equally overwhelming and exciting. Taking care to select a targeted podcast not only saves you potential rejection from an irrelevant pitch but also avoids reaching an audience that isn’t right for your brand. Start by identifying podcasts that align with your industry, values, and expertise. When considering a podcast, take into account factors such as:

• The podcast's audience demographics: Do they reach an audience that is valuable to you? Consider if the podcasts’ fans are the people you want to reach. 
• The format of episodes (interviews, panels, solo commentary): What format are you comfortable with and would prove most conducive to the message you want to share? An interview may let you guide the discussion more, while a panel may help you connect your work and expertise to the greater picture alongside other experts.
• Episode frequency and recency: Is the show released daily, weekly, or monthly? Daily shows may only be featured briefly before more episodes take the spotlight, but they often reach a bigger group of loyal listeners. Also, be sure to double-check that the show is still active and consistently publishing new content. 
• Guest profiles and topics covered: Check out previous guests and the subjects they’ve discussed. Consider if you’re comfortable having your episode featured alongside theirs. Sometimes, there are controversial guests or sensitive topics that you may not want to be associated with. 
• Tone and style: What is the vibe of the show? Maybe a peppy, casual show is your style, or maybe you need a more serious host who can dive into technical details. Consider what matches your style and message. 

The most important thing before selecting a show is to listen to multiple episodes to get a real feel for the show and how it approaches interviews and guests.

Polishing the perfect pitch 

A great pitch starts with a unique subject line that sparks the host's interest. From there, tailoring the message for the specific show is key. Mention a specific episode you enjoyed or a topic the host recently discussed. Show you understand their audience and explain why you would be a valuable guest. Match your tone with the show. Many hosts are casual and friendly, so it’s okay to use less formal language. 

Structure the pitch with:

• A hook to capture the host’s attention
• A quick introduction and relevant credentials
• Suggested talking points or themes you can speak to
• A quick explanation of why the topic/interview is interesting and valuable to the audience

An offer to provide more information or schedule an introductory call

Prepping for the show

Being a great guest starts before the show is recorded. Note down key points you want to address or wording you want to use. Practice speaking clearly, making your insights easy to understand. Craft a compelling story that will interest the audience. Tailor this to the tone of the show. If the show has a comedic style, come prepared with funny anecdotes. If the host likes technical details, bring specific examples and data. 

Prepare the messaging you want to touch on, but don’t keep it all scripted. Be your authentic self. Remember, not everyone is looking for a polished, perfectly well-spoken guest. Many listeners find vulnerability, quirkiness, and even awkwardness endearing. Factors that may not make you the perfect keynote speaker may make you a memorable podcast guest.

A podcast is an organic conversation, not a speech. Most hosts know how to keep the discussion going naturally, so don’t feel like it all rests on your shoulders. If you want to step up your game, think of a couple of questions you can ask the host so the conversation can go both ways. 

Remember to ensure your tech is ready to go! Test your mic and headset (and have a backup just in case). Make sure ringtones are turned off and those around you are aware of the quiet recording time. 

The post-episode push

So the show is done—what now? Some of the most important work is done once the episode airs. Pull your favorite quotes or clips from the show and highlight them on your website, social media profiles, blog, and newsletter, making sure to tag the podcast and host and link to the episode. Promoting the episode and show is not only great for promotion and coverage, but also shows the host that you’re committed to the show’s success, which could lead to future interviews or features.

Capitalizing on a promising medium

In the ever-evolving media world, podcasts offer a new level of connection and engagement. Alongside the right host, guests can add value and expertise to their brand by speaking to an audience that is both loyal and passionate. If this sounds a bit overwhelming (researching, pitching, prepping, and promoting do take a lot of time!), a PR agency like SlicedBrand can take care of the details so you only have to worry about showing up and having a great time showcasing your expertise, personality, and brand. Embrace this unique medium with the proper strategy, and watch your voice and message resonate like never before.