Jan 2024

How to pitch a podcast

Written by Carl Escoffier

How to pitch a podcast

Podcasts continue to be one of the most exciting forms of media for a B2B audience.

Unbothered by pop-up ads or paywalls, it puts listeners right in front of the action, hearing experts discuss the world of tech at the highest level.

That being said, getting the experts you represent onto these shows can be easier said than done. Like radio, you’re fighting an international crowd of SMEs who want their opinion to be heard by millions. Dissimilar to radio, they record a lot less frequently, so it’s difficult to get in at the buzzer.

With mainstream media the way it’s going, podcasts are a surefire way to stand out amongst the other tech PRs. Here are some rapid-fire tips on how to stand out.

(Actually) listen to the podcast

This seems like obvious advice – but it definitely gets ignored. From the exterior, podcasts can all seem quite similar. One or two hosts interview a guest about their life story and company for 30/40 minutes. But much like how you wouldn’t pitch a retail editor and a banking correspondent in the same way, apply that logic to podcasts.

See what makes them stand out, and how their hosts reflect that. Not all podcast pitches are created equal. Time spent on research will come through much more strongly in your pitch.

Prep in advance – further than you think! 

The benefit of a podcast is that they are not beholden to the 24-hour news cycle. They can dig into issues that may have needed more attention at the time of the story breaking.

That means that podcasts can book up very, very far in advance. Sometimes up to half a year! If you need an immediate result for a client, this is not the strategy for you. However, if you’re looking to build on long-term messaging, or prep ahead of a major category launch or rebrand, podcasts can act as the glue that holds your PR calendar together.

Select the right guest

This tip may involve some harsh truths, but it matters most when it comes to getting your clients on podcasts. Unlike a written interview or a quick reactive comment, your guest will be speaking for around 45 minutes straight. They must be charismatic, interesting and able to not lean on company messaging for the entire time – as the hosts will definitely notice.

Instead, pick an SME with an interesting backstory or case study they can share. Did they once stop a major cyber attack? Have they ever advised the government on important legislation? Do they have bold, controversial claims about Artificial Intelligence? These are all examples of a great guest. If they plan to act like the human embodiment of a company boilerplate, best to leave them for other media opportunities.

Side tip – any SME who has a strong social media engagement is more likely to get picked, to help drive engagement. 

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