Podcasting is becoming an increasingly popular way to consume and learn new information. According to recent data, monthly podcast listenership in Canada has grown 19% year over year, and now comprises 46% of the population over 18 years old. In fact, weekly listeners dedicate an average of 5.5 hours per week listening to podcast content – and this number is growing.
So, why should podcasts be a part of your PR strategy? It’s simple, really. Podcasts have a unique ability to tap into the values that have historically made public relations so effective: they utilize storytelling as a form of thought leadership, while allowing for authentic, reciprocal communication that helps brands build trust and engagement with listeners (or consumers) over time.
There’s no doubt that podcasts add valuable reach to any brand’s PR strategy. Without further ado, here are five ways to help you make the most of podcasting and PR:
- Do your research first
There are podcasts for almost any topic you can think of, which means podcasts have the ability to reach an extremely niche, but attentive audience. In order to stand out and truly resonate with a podcast’s listeners, it’s important to ensure you’re pitching the right podcast for your brand’s audience. Do the research to identify the type of guests a podcast has featured in the past, understand who the podcast’s audience is, and be clear on how your story might be of value to them.
Pro tip: Spend some time listening to several recent podcast episodes from beginning to end to ensure brand alignment before adding a podcast to your media list.
- Be confident in what you bring to the table
What you have to say really matters when it’s shared with the right audience. Podcasts are ideal for in-depth conversations that really showcase your expertise on a certain topic, so lean in to what you have to bring to the table. Unlike radio where short sound bites are often used, or even an op-ed where word count might be limiting, podcasts allow guests to share fully-formed thoughts and ideas that demonstrate authority, narrative control, and a way to reinforce and amplify your brand’s messaging and platform.
Pro tip: Before doing any outreach, ensure your thoughts and insights are well-established so you can clearly articulate the value you bring to the podcast’s audience. Write these down on a piece of paper so they’re available for quick and easy reference!
- Make it an easy ‘yes’
Like any good pitch, keeping your outreach email short, sweet, and to the point is the goal. Aim to include the most important information only and keep the focus on the value you bring to the podcast’s listeners – not only your credentials. This includes:
- A brief, 1-2 sentence intro
- 1-2 sentence explanation of why you would be a great guest for the show
- 2-3 topic ideas and what listeners will get from tuning in
- A concise conclusion, including links to any additional credentials, social media channels, etc.
Here’s a simple podcast pitch template to help you launch from:
Subject: Guest idea for [insert podcast name]: [guest’s name] on [compelling topic they can speak to]
Body:
Hi XX,
Reaching out to introduce [name + title] who [insert more details about company/brand]. Your episode on [specific topic or guest] really resonated with [me/guest] because of [insert personal anecdote].
Here’s a bit more about me: [1–2 sentence bio].
I’d love to join you as a podcast guest on an upcoming episode to share more about [area of expertise / topic idea], and provide insights on [list values that listeners will appreciate].
A few additional angles and topics we could explore include:
– [Idea #1]
– [Idea #2]
– [Idea #3]
You can connect with me at [website/social link] and also check out past interviews I’ve done here [link to relevant talk/interview].
Thank you for considering; I’d be thrilled to contribute to your show.
Warm regards,
XX
- Reap the benefits of your podcast episode
Being featured as a guest on a podcast is only half of the PR opportunity. There is lots of added value that comes from how you leverage the exposure after the interview has been recorded and shared to maximize visibility and credibility.
Don’t be afraid to share your podcast episode with the world – and not just on social media. While social channels are a great place to start, you can also blast the episode link via your e-newsletter, on your website (i.e. Create an “As featured on…” section on your website), and even re-purpose the content for additional social media content in the coming weeks and months by pulling a particularly effective sound bite or creating a visually appealing quote that can be shared and then re-shared by your followers.
Pro tip: In addition to sharing the podcast episode far and wide, consider re-purposing the content for a blog post on your website. Summarize key information from your conversation on the podcast episode and turn it into a more digestible blog post to make the most of your valuable insights!
- Cultivate connection + community
Podcasts are a great stepping stone to building community, not just for content and exposure. Thank the host (a handwritten note still goes a long way!) and look for ways to connect with their audience, too. Take the time to respond to any listener feedback, comments on the episode, and even share and comment on other people’s episodes to make new connections, increase your own visibility, and build long-term connections.
Pro tip: Don’t let your podcast opportunity be just a one-time thing. Check in with the host whenever you hit a new, relevant milestone or connect the host with other guests in your professional network that might also add value to their podcast. These are easy, simple ways to stay top of mind while building lasting relationships that ultimately build your brand!
Ready to get started on adding podcasts to your PR strategy? We can help! While there is nothing wrong with pitching yourself for podcast opportunities, outsourcing the pitching to a PR agency with established relationships and expertise can turn a one-off interview opportunity into a strategic thought leadership campaign. Here to help: howdy@thesocialagency.ca
