Podcasts are extra well-liked than ever. Statista discovered that in 2022, 62% of U.S. shoppers have listened to audio podcasts, up from 57% the earlier yr. And yow will discover a podcast on each subject below the solar – from The Pen Addict, a podcast all about pens and pen-adjacent equipment, to Speak Python to Me, a podcast all about (you guessed it) the programming language Python.
Podcasts could possibly be an important addition to your consumer’s thought management technique, and never simply because they’re well-liked. They provide perception and conversational explanations from hosts who typically symbolize the very best and brightest of their respective discipline. And on your consumer, podcasts could be a good way on your govt to get extra comfy in interviews whereas reaching a concentrated and extremely viewers. Nevertheless, it’s necessary to keep in mind that pitching concepts to podcasts isn’t the identical as pitching to conventional media. Listed below are three steps to remember as you grasp the artwork of podcast pitching:
discover the fitting podcast
Similar to with conventional PR, you wish to discover the proper goal to make the podcast pitch onerous to move up. You doubtless have a number of podcasts you might be listening to recurrently for leisure and to remain knowledgeable on the enterprise and trade you might be working in. These will surely be the primary targets to think about. Nevertheless, should you aren’t as aware of podcasts, listed below are just a few methods to get began:
- Take a look at the normal media that you’re already working with to see if they’ve a podcast – that is changing into increasingly widespread
- Ask the manager you might be working with what podcasts they personally wish to take heed to
- Analysis which podcasts their opponents have been on
- Examine Google or a service like Cision for inspiration. You’ll most certainly discover “High 10” lists of podcasts in your particular trade
Upon getting a podcast in thoughts, take the time to take heed to an episode to know the tone, interview type and cadence. Podcast listenership numbers could be onerous to return by, so make sure to look into the caliber of earlier company and the social media following of the podcast to get a greater thought of the attain and viewers.
pitch it
Podcast pitching could be way more informal than conventional media pitching. As a substitute of tying the pitch to a particular information announcement, hold it targeted on why your govt can be an fascinating visitor and embody just a few well timed matters they might focus on.
Timing can be so much totally different with podcasts than with information media retailers, since many plan forward and have matters in thoughts for upcoming episodes. Allow them to know timing is versatile and the manager is educated on a wide range of matters. If out there, it may be useful to incorporate hyperlinks to earlier podcasts that the manager has been on to indicate their “proof of efficiency.” And be affected person in ready for a response. Whereas some podcasts are targeted on breaking information, many are evergreen and require a distinct method, in accordance with this host: “podcast pitches are NOT like media pitches. It’s not breaking information & doesn’t have to be adopted up on so urgently! Most #podcast hosts have jobs exterior of their present which implies their response time might be slower…mine included!”
Now comes the query: who do I ship this to? Sadly, it’s not all the time as easy as pitching a reporter, and it will possibly take some good ol’ PR sleuthing abilities to search out the e-mail of a producer or host. Smaller podcasts are sometimes managed by the host, however the hosts of bigger podcasts will nearly all the time punt it to their producer. If doable, pitch them each collectively. Some podcasts can have a visitor submission kind on their web site, so make sure to look out for that if private emails are too onerous to trace down.
Sizzling tip: For those who’re unsure who the producer is and also you’re struggling to search out any contact data, attempt listening to the present notes on the finish of an episode; generally the host will checklist the individuals who had been concerned in producing the present. Upon getting a reputation, you possibly can attempt to observe down an e-mail.
Maximize the chance
When you’ve secured a podcast look, discover methods to maximise the content material. Being a visitor on a widely known trade podcast offers nice credibility to your govt, so encourage them to share the episode throughout their social channels. Podcasts might also have a transcript which you could ask for after which publish in your firm web site or weblog.
The most effective components a couple of podcast interview is that the host will ask fascinating questions that encourage your govt to share tales and distinctive takes. These conversations could be a gold mine for recent angles and opinions. Everyone knows that point with executives is effective, so this method gives you with new concepts which you could focus on with the manager sooner or later.
Podcast pitching continues to be uncharted territory. Get began utilizing these three steps and put together to see nice outcomes!
Abby Hendryx is a senior account govt at Methodology Communications
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