Podcasting is changing rapidly. Whether it’s new podcasts sponsored by influencers or brands who want to boost their digital presence, or podcasts that are retired because they’re not driving results, there are as many ongoing changes to this landscape as there are podcasts.

With so many comings and goings, it takes significant research and preparation to maximize an executive’s time as a podcast guest and make sure it’s a good fit for your public relations program. Do these five things to make sure your next podcast pitch a good one.

1. Research, research, research

There are many database tools that give insights about podcasts, their digital presence and listener base. Rephonic is a great tool for this – the most data rich and user-friendly interface I have found on the market today. 

Whatever tool you use, vet the podcast to assess other guests that have appeared, the size of the podcast’s listener base and social media audience, relevant topics, and, most importantly: that the podcast exists in a published format! Shockingly, there are some out there that seek a great podcast guest simply to solicit business leads, and they do not actually publish a final produced product. Others may only use their podcast for certain activities/content focus. It’s important to get a handle on this before requesting your executive be a podcast guest.

2. Listen to recent episodes

Certain websites that host podcasts have a couple of questions within the “Contact Us” form: Are you a listener of this podcast? What is your favorite episode? Thoughtful answers tell the host and their web team that you are not submitting spam, meaning your podcast pitch is more likely to get seen and approved.

3. Draft a thoughtful podcast pitch

Very few business podcasts give a dedicated spotlight/microphone for your executive to simply talk about the company and their offerings. The ones that do are often pay-to-play. Instead, great podcast guesting is about breaking down insights and trends for the podcaster and their audience and offering a perspective that is different from that of prior guests. Consider all angles and insights you have access to. A timely news angle, such as a book, product release, or research milestone can help when drafting your podcast pitch.

4. Ask about a prep call

Some podcasters and their producers like to organize a pre-interview before all podcast appearances. This can be part of the guest screening process, but it can also be useful for your executive. You’ll get a chance to meet both the podcast host and any producers likely to be in the interview, and you can identify topics and themes that you want to discuss in the interview itself. It’s also a more relaxed format for the executive, as no recording takes place on a call like this.

5. After the podcast episode is published, share it on social media and have your executive (and their company) do likewise.

Aside from boosting your client’s overall visibility, a strong social presence impresses podcasters who are interested in the “reputation effect.” A track record of impressive podcast appearances and examples of insightful conversations your executive has offered to other hosts can help seal the deal on a future podcast pitch. 

Likewise, guests who have their own podcast show the host that the guest will have something to say, have good AV kit, and be guaranteed to show up for the interview. Then there is an opportunity for a reciprocal interview so they can share audiences and reach more listeners.

Incorporate these tactics into your podcast pitch and you’ll experience much more success – something you and your executive will both enjoy.


About the Author

Maura Lafferty is an influencer relations specialist, with a particular focus on media outreach over social channels. Maura has over 14 years' experience in public relations, and relationships with media working in national, California, and Silicon Valley newsrooms.