Podcasts are extra widespread than ever. Statista discovered that in 2022, 62% of U.S. customers have listened to audio podcasts, up from 57% the earlier 12 months. And yow will discover a podcast on each matter beneath 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 might be an amazing addition to your shopper’s thought management technique, and never simply because they’re widespread. They provide perception and conversational explanations from hosts who typically characterize the most effective and brightest of their respective discipline. And in your shopper, podcasts could be a good way in your govt to get extra comfy in interviews whereas reaching a concentrated and extremely viewers. Nevertheless, it’s essential to do not forget that pitching concepts to podcasts isn’t the identical as pitching to conventional media. Listed here are three steps to bear in mind as you grasp the artwork of podcast pitching:
Learn how to discover the correct podcast
Identical to with conventional PR, you wish to discover the right goal to make the podcast pitch arduous to go up. You seemingly have a number of podcasts you might be listening to commonly for leisure and to remain knowledgeable on the enterprise and business you might be working in. These will surely be the primary targets to contemplate. Nevertheless, for those who aren’t as accustomed to podcasts, listed here are a couple of 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 frequent
- Ask the chief you might be working with what podcasts they personally wish to hearken to
- Analysis which podcasts their opponents have been on
- Verify Google or a service like Cision for inspiration. You’ll almost certainly discover “High 10” lists of podcasts in your particular business
Upon getting a podcast in thoughts, take the time to hearken to an episode to grasp the tone, interview type and cadence. Podcast listenership numbers could be arduous to come back by, so remember to look into the caliber of earlier company and the social media following of the podcast to get a greater concept of the attain and viewers.
Learn how to pitch it
Podcast pitching could be rather more informal than conventional media pitching. As a substitute of tying the pitch to a particular information announcement, preserve it targeted on why your govt can be an attention-grabbing visitor and embody a couple of well timed subjects they might talk about.
Timing can be lots totally different with podcasts than with information media retailers, since many plan forward and have subjects in thoughts for upcoming episodes. Allow them to know timing is versatile and the chief is educated on quite a lot of subjects. If out there, it may be useful to incorporate hyperlinks to earlier podcasts that the chief has been on to point out 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 unique method, in response to this host: “podcast pitches are NOT like media pitches. It’s not breaking information & doesn’t should be adopted up on so urgently! Most #podcast hosts have jobs outdoors of their present which suggests their response time can be slower…mine included!”
Now comes the query: who do I ship this to? Sadly, it’s not at all times as simple as pitching a reporter, and it may 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 at all times punt it to their producer. If potential, pitch them each collectively. Some podcasts could have a visitor submission type on their web site, so remember to look out for that if private emails are too arduous to trace down.
Scorching tip: In the event you’re undecided 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 record the individuals who had been concerned in producing the present. Upon getting a reputation, you’ll be able to attempt to monitor 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 business podcast offers nice credibility to your govt, so encourage them to share the episode throughout their social channels. Podcasts may additionally have a transcript which you could ask for after which publish in your firm web site or weblog.
Among the finest elements a few podcast interview is that the host will ask attention-grabbing questions that encourage your govt to share tales and distinctive takes. These conversations generally is a gold mine for contemporary angles and opinions. Everyone knows that point with executives is effective, so this system gives you with new concepts which you could talk about with the chief sooner or later.
Podcast pitching remains 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 Technique Communications
