PR professionals are entering the podcast space with the goal of landing clients media coverage through podcast interviews. The problem is that a lot of PR pros are struggling to understand how pitching podcasts differs to traditional media (and even blogger outreach.) This has resulted in podcast hosts remaining skeptical when pitched by a traditional PR agency. At the Talent Squad, we partner with PR agencies to supplement podcast guest booking for existing PR clients.
Podcast Pitching for PR
PR Firms tend to view podcast interviews as a ‘quick and easy win’ for clients. We get it and as a podcast PR agency, we’ve had PR firms approach us to help them understand the industry, best practices, and tips for landing podcast interviews and coverage for their clients. PR is built on relationships and those podcasting connections don’t exist as they haven’t been built up over the years.
Here’s what to consider when pitching your PR client for podcasts:
Limited interview slots
A weekly podcast has 52 interview spots a year. That’s it! Podcast interview spots are limited and podcasts get pitched potential guests daily. As a PR pro you are competing to be chosen as one of the coveted 52 interviews. You are not only up against other PR agencies pitching their clients, you are also in with podcast booking agencies booking their clients, people pitching themselves, and VAs pitching their bosses. Suddenly what you thought would be a ‘quick win’ interview on a niche podcast has become way more difficult to land.
The podcast episode archive
Here’s the other thing, your amazing client pitch is also competing with the podcast’s own episode archive. Since podcasts are evergreen the show’s back catalog needs to be considered when writing your client pitch.
Previous guests take up valuable ‘content real estate’ in the episode line up. Since podcasts are evergreen and on demand, a show is unlikely to cover the same ground multiple times. This is where knowledge of previous guests and upcoming programming comes into play for PR pros pitching podcasts.
Podcast pitching is different
- Podcasts don’t operate on the 24-hour news cycle
- Podcasts are designed to be evergreen (not seasonal)
- Podcasts often batch record in advance
- Content calendars and production scheduled aren’t published
What PR Pros need to know about podcast pitching
The pitch process for getting a PR client on podcasts is similar to traditional media but rather than searching a database for a media contact, podcasting requires significant manual research into individual shows followed by a stringent vetting process.
Podcasters are skeptical of PR agencies
The podcast industry is young and still getting used to being pitched by third party reps. Hosts remain skeptical when pitched by traditional PR firms.
Partnering with a podcast agency
The benefit of working with a podcast agency to book PR clients on a podcast is that we are constantly in contact with podcast hosts and producers. To find out more about working with us to book your clients schedule a time to chat.