How to pitch a podcast like a pro

A quick Google search on how to land more podcast guesting opportunities will result in countless articles telling you almost the exact same thing: Research the hosts, pretend that you love their show, and send them a list of reasons why you and your startup are incredible. 

This guidance is not bad – it is simply not helpful. It will lead you down a path of doing what everyone else is doing: sending hundreds of aimless emails with little to show for it. A proper PR strategy for tech startups will focus on curating real relationships and positioning your brand as a go-to resource that podcast hosts will be itching to interview.

Hosts are sent endless requests every week, sometimes every day, with elaborate emails and professional speaker sheets all promising the same thing. The following tips will not only help you cut through the noise, it will give you insight into what every host wishes guests knew.

Don’t just research: listen and position

Finding countless shows in your industry is the easy part. Pros go the extra mile to discover these important details.

1. Is the show still around?

This may seem like an obvious consideration, but few people take the time to look at the date of the latest episode. There is a popular term in the podcasting industry called “podfading.” It means that most podcasts that launch do not continue past a few episodes. Instead of spending hours copying and pasting emails to a list of shows, take the extra time to find out if they are still around. If you want to play it extra safe, only pitch shows that have more than a hundred episodes under their belt. It is unlikely they are going anywhere.

2. How often do they publish?

Generally speaking, shows that sporadically publish probably have a sporadic audience. Although most of the major podcasting platforms do not give audience size data, you can make an educated guess as to how big of an audience they have by looking at how consistent a show is. 

3. Are you familiar with their format?

Another simple, but often overlooked metric is if they are an interview-based show. There is nothing that screams “I don't know anything about your show” than pitching a podcast for an interview if it’s a solo person who does all the talking. If they do interviews, take the time to learn if they focus on actionable steps or prefer to dig into their guests' stories. This information will help you customize your pitch and show that you are not completely tone-deaf to the culture of their show.

4. Are these your people?

Lastly, become familiar with their target audience. Do you want to spend time talking to this specific group of people? Are they relevant to your startup’s own target demographic? The wrong alignment is a waste of time for everyone involved: the listeners, hosts, and you.

After looking at these data points, if you still believe this particular show to be a green light, take a look at their episode titles and topics from the past six months to a year. What have they not addressed? Is there anything you can elaborate on or add an extra spin to? This will show hosts that you really care about the purpose of their show.

The magic is in the details No, we are not talking about addressing hosts by their first name or even knowing what their last episode was. If you want to stand out above the hundreds of other pitches you want to go the extra mile. 

Pay attention to what language the show hosts use. Simply listening to an episode or skimming through their podcast notes will help you uncover the voice of the host and potential ways you can approach them in your pitch.

• Do they call their listeners a certain name? Sprinkle that in your email.
• Do they stick to personal stories or advice? Be up front and share yours.
• What is the sign-off question or fun segment they put on the show? Comment on that.

Lastly, do not forget the links. Many times, hosts are sent pitches without a link to the guests' websites or company social channels. If they want to research the guest, they have to search for them themselves. Hosts will usually ignore requests that require extra work. Provide a bullet point list of topics you can speak on and include relevant links. Bonus points if you can link back to another interview you have done or a video that helps the host hear how great you are as an interviewee.

You scratch my back, I'll scratch yours

When pitching a show, potential guests often forget that hosts are not automatically interested in their business or what they are promoting. They are interested in producing great content so that their listeners will continue to come back.

Ask yourself how your topic will add to the show as a whole. In your pitch, do not lead with how being on this show will help you promote your book, your startup, and so on. Instead, lead with the value you are planning on giving the hosts’ audience. 

Be mindful of how you title your topics. Even if your topic is in alignment with the mission of the show, a generic title can get lost in the sea of pitches. A proper PR strategy will help you curate well-crafted titles that will spark the curiosity of hosts.

Quality over quantity: bigger bang for your podcasting buck

Properly pitching podcasts takes time. It is tempting to spread your efforts thin in order to land as many shows as possible. Without a clear strategy, hours of your life can easily be wasted going on the wrong shows, not connecting with the host or their audience, and being sloppy with your message. 

A proper PR strategy will accelerate your promotional efforts by not only mapping out the perfect podcast guesting opportunities or the unique ways to position your message, but it will also sprinkle in these small details that will set you and your startup apart.