What Does Podcasting Have to Do with PR?
The short answer is, well, quite a bit.
The more detailed answer? Let’s take it from the top — a five 👏 six 👏 seven 👏 eight 👏💃
For starters, this isn’t your mother’s media landscape. People consume content differently than they did even just a couple decades ago.
Just think back to the pop culture portrayals you’ve seen of a regular morning in the typical American household. Mom and dad sit at the table with a steaming cup o’ joe, their reading glasses perched on their noses and the newspaper spread out before them, while the kiddos hover nearby, antsy for their parents to finish and hand them the “funny pages.”
I’d say that’s changed pretty drastically, no?
Especially for those of us who are on-the-go and need to consume content during a commute or while multitasking household chores, it seems that audio content (including podcasts) has been reigning supreme. Sure, podcasts have been around since the early aughts, but about 10 years ago, they soared in popularity. As of 2023, there are more than 4 million podcasts with roughly 150 million episodes available globally.
Just because the media landscape has changed doesn’t mean you as a business are limited in how you get your message out there. It’s the opposite, in fact. The Kwedar & Co. team should know — when it comes to the combined experience of our team members in PR alone, it’s close to a whopping 75 years. Multiple members of our PR team were getting started in PR in the early days of podcasts.
As our fearless leader Lauren wrote in a recent blog, “Marketing gets people in the door; PR makes sure they trust what they find.”
Being a guest on the right podcast channel can not only serve as part of your marketing mix, getting you in front of the right audience so you can potentially make a sale, but it can also be an integral part of your PR strategy — emphasis on strategy.
When we work with our clients to find their most compelling stories, we aren’t just looking at it from the client’s perspective. We also consider that of the publication — down to the reporter and their beat — to match the story with the medium.
The same goes for podcast guesting. When our clients want to be a podcast guest, we do the research to determine the right podcasts. We consider things like these:
Topic of the podcast
About the podcast host
Recent guests and those episode topics
What our client has to offer the podcast’s listeners
At KCo, we approach promoting our clients as podcast guests the same way we approach our PR strategy. We target with a laser focus. Digitally casting with nets is about as effective as shouting about yourself into a loud, overly crowded room. Podcast pitching (as with PR pitching) is like effective networking; you show up having already done your research, approach the few people with whom you want to connect, and strike up a friendly, intentional conversation, making sure to point out the ways this connection could benefit you both.
That’s not to say it isn’t hard work. Getting a slot on a podcast means crafting the perfect pitch and getting in front of the right people with the right message. Good thing strategy’s our forte, baby. 💪
Whether you’re tired of radio silence or mismatched fits from the outreach you’ve already attempted, or you just want to get started on snagging those guesting opportunities, we’ve created this guide to show you the how-tos of crafting your perfect pitch.
Take a look, and if you still need help landing the right podcast interviews, book a free consultation with us today. Let’s talk how we can be the “Easy Button” for you.
About The Author
With a knack for crafting compelling stories and a passion for creativity, Christina brings a wealth of talent and experience to the table for our clients. As Senior Copywriter, Christina will play a big role in developing impactful content for our clients, bringing their stories to life through engaging and strategic writing.
Christina graduated with a Bachelor of Arts in International Communications from Texas A&M University and has since gained nine years of experience in marketing and communications roles across various industries, including an agency, nonprofit, and healthcare institution. Christina moseys around her hometown of good ol’ Fort Worth, Texas with her pup, Hazel, barking at her side.
