We all listen to podcasts for different reasons — maybe you’re a big fan of the host or the topic really interests you. Regardless of why your favorite podcast tops your annual Spotify Wrapped, know that there is likely a podcast out there for everyone, including your business’ target audience. In fact, according to PR daily, there are 2.4 million podcasts that are currently making content.
Ever since the COVID-19 pandemic started, mass media saw a shift toward podcasts. Given their recent surge in popularity, they can not only be a great space for information, but for companies to share products, ideas, research, and so much more. No matter what your business does, if your target audience listens to podcasts, they should be an essential addition to your communications strategy. With podcasts, there is little that can go wrong – even if the podcast’s audience reach is small, it’s good PR if your target audience makes up the listeners.
Why Your Business Should Consider Podcasts
With so many other platforms being used right now, it can seem hard to justify adding another to your PR and marketing plan. However, it’s important to know that podcasts are unlike any other form of media, and people are quickly catching on. Your business must stay ahead of the game and tap into all that podcasts can offer. Podcasts can give your business exposure to people who might never know about what you do, provide a clear message, and give a low-risk way to test out ideas to see what resonates.
Here are a few more reasons your business should get on the podcast wave:
- Increase Brand Awareness — Podcasts are an interesting platform if your business is looking to get ahead of the curve. Younger generations tend to listen to podcasts more than their older counterparts, so introducing your brand to podcasting can expose new audiences to your products or services. There is also the possibility that podcasts can lead to exposure on bigger media platforms.
- Highlight Your Expertise — Listeners want to learn something new. Position yourself as the expert in your field and leave your customers wanting to learn more and visit your website. Podcasts also offer soundbites that can easily be repurposed for other marketing purposes.
- Finding Your Target Audience — If your target audience listens to podcasts, your business should be looking to get into the game! There are podcasts on all topics, so there is likely an industry-specific topic that would be a good place to target. If your business wants to focus on a more niche group of people, podcasts are a great place to do that.
What’s the Difference Between Pitching a Podcast and Traditional Media Pitching?
Learning the ins and outs of podcast pitching is essential to get you and your business featured! Understanding that pitching a podcast may need to be slightly different from traditional media pitches will allow your pitch to stand out amongst others. Overall, podcast pitches can look more casual than traditional pitches. Try to focus on the guest you’re pitching and why they would be a fit. Keep in mind that there tends to be variation between podcasts, ranging from breaking news to less timely topics. You should also look into whether your target podcast is seasonal or episodic, as this can also impact how you approach your pitch. With podcasts, there is often a longer time frame for leads, as most of the time, it’s not breaking news. So, longer response times are not necessarily bad news and do not require early follow-ups.
Another important fact is that podcasts tend to have fewer people involved in production when compared to traditional media outlets, such as newspapers or broadcast outlets. When there are fewer people, it may be easier to get ahold of who you need to get in front of for your story. On the other hand, podcast contact information is not always out there in the same way as other media sources. Remember that smaller podcasts are often managed by the hosts, and bigger podcasts will have a production team when you are looking for the right person to look out for.
All these factors can change the style of your pitches, so make sure to do your research before jumping in!
How to Get Started
Pitching podcasts can seem intimidating at first because of how different they might feel from traditional media outlets. Podcasts are still relatively new, so the rules of pitching are not quite solidified. While there are some key differences your business needs to pay attention to, your pitching skills will still be relevant enough to come in handy! Check out some helpful tips your business should consider before getting started:
- Find the Right Podcast — Google is a great place to start if you are unfamiliar with podcasting. Sometimes, traditional media branches into podcast channeling, which could also be helpful to research before getting started. For example, CBS and the New York Times both have offshoots of their popular shows, like 60 Minutes and The Daily. Before landing on any target, make sure you are familiar with the show, and ensure that they host guests like yourself and your business.
- Ask Essential Questions — Do your research by asking the right questions! For example, your business should be thinking about the following: Is there a pre-set submission process for this specific podcast? Does the show make sense with what your business does? What are you trying to highlight through the podcast?
- Create Your Pitch — Like any good pitch, your podcast should be personalized, concise, and with a clear headline. Make sure to pitch earlier in the week and during the day, because podcasts plan early like most media.
- Be Prepared! — Whoever is acting as the guest on the podcast must be ready to promote the product or service or act as an expert on a specific topic. The host may ask questions, so guests should be ready to give their unique perspectives in an engaging way that will get the attention of listeners. An easy way to ensure your guest is prepared is by building out talking points to emphasize key messages.
Branching outside of your business’s usual media may seem like a daunting task. Even though there are plenty of reasons to stick with what you know, you can fail to reach many customers by not being on the right platforms. Podcasting is around to stay, so make sure your business is on top of its game by adding it to your strategic PR plan!