Millions of people listen to podcasts every day, so why isn't it one of the most prominent channels for PR and advertising? Let's take a look at the benefits of getting your brand heard.
According to recent research, 42% of people in the UK aged 18 or over listen to podcasts on a monthly basis, whilst 30% listen weekly to their favourite shows. These figures show a new high for podcast listening figures, and it’s an excellent reminder of how podcast features can serve as a fantastic platform for brand coverage.
It might not be the first channel you think of when you’re looking for promotional routes, but podcasts are certainly worth considering, and we’re going to look at why they’re effective, the types of podcasts to aim for, and how to get your brand a slot.
Engaged audiences
By choosing a podcast in a relevant sector, your feature will be reaching a knowledgeable, engaged, and warm audience that already trusts the podcast itself. This strong connection between hosts and listeners gives any guest, advert or feature something of an advantage, as you can piggyback on the audience’s trust.
Natural conversation
With a feature on a podcast, like a roundtable or simply appearing as a guest, brands can harness the power of natural conversation. Whether it’s explicitly promotional or another form of discussion, natural conversations can help the listener feel more involved, as if they’re listening to two people they know talk about a shared interest.
Today, when people are ultra-savvy in regards to advertising and promotions, this approach can be very effective. It’s a great way to establish your brand as a trusted authority simply by sharing your knowledge in a normal discussion; it’s not overtly promotional, but it still allows you to highlight your brand, product, or service.
For Samsic UK, a client who operates in the cleaning and security sectors, we amplified a PR campaign around their push towards net zero by securing a guest slot on the US-based Modern Facilities Management Podcast. Andrew Bryan, Samsic’s Safety, Health, Environmental and Quality Director, spoke passionately about the company’s drive to cut carbon emissions and improve sustainability.
Because Andrew was already so invested in the topic he easily formed a rapport with the podcast host, helping to quickly engage listeners as he talked informatively and with authority on the subject.
For B2B brands in particular, you can also use a podcast as a way of reaching audiences outside your sector. On a podcast that covers your potential customers’ businesses, you can use the trust that the hosts have earned to validate your own brand in front of a highly relevant audience.
Alex Moore - PR Account Manager
Preparation is key
Don’t fall into the trap of thinking that the relaxed tone of a podcast means you can just wing it. Despite the informal vibe, podcasts are still media engagements and should be treated with the same level of preparation as radio or TV interviews.
This is where media training comes in. Many providers now offer sessions tailored specifically to podcasts that focus on tone, delivery and the nuances of speaking in this specific format.
Do your research too. Look into the host, listen to recent episodes and get a feel for the show’s style. If it’s featured controversial guests in the past, think about whether that aligns with your brand. Guilt by association is a real risk.
As with any media opportunity, plan your key messages. Even in a relaxed, chatty format, it’s important to be clear and consistent about what you want to say.
Holly Hickey, PR Account Director
How to pitch a podcast appearance
Pitching to a podcast isn’t all that different from pitching to traditional media.
You still need a strong hook. Your idea should be timely, relevant and interesting. For example, a sustainable fashion expert approaching a show during Fashion Revolution Week has a clear angle that makes sense for the moment.
Be upfront about your expertise, especially when discussing subjects like health or finance. Audiences are highly attuned to misinformation and podcast hosts are cautious about guests who lack credibility. Just look at the scrutiny some recent Diary of a CEO episodes have faced.
Show that you’ve actually listened to the show. Reference specific episodes, get a feel for the tone and explain how your perspective fits what their audience is looking for. Generic pitches rarely get a response.
Above all, remember that podcasts are personality-driven. If you’ve got a showreel, interview clips or social content that shows how you speak and engage, include it in your pitch. The more you can help the host imagine you as part of an engaging conversation, the better your chances of landing the slot.
Make sure your PR pitch grabs attention with our top tips.
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