Podcasts: The latest tools for PR practitioners
By: Paige Liston, Account Manager
The world of podcasting is a complete growth market. In 2022, over 100 million Americans reported listening to podcasts, up from 82 million in 2021, according to Forbes. What does this mean for those of us in PR? If you’re not already pitching podcasts on behalf of your clients, you need to start.
The podcast market is booming, but because it’s a fairly new medium for pitching opportunities, it can be difficult to find the right podcasts to reach out to and who to contact. It’s also tricky to report meaningful metrics back to clients, as podcasters don’t readily provide their listenership. So, how do we solve this problem to fully utilize such a popular platform? Below are a few tips for leveraging podcasts for PR.
Always start with research.
This may seem basic, as this is also the first step we must take when pitching traditional media. However, in the podcast world, the research you’re conducting is slightly different. Do a deep dive on your Google search to create a list of the top 10-20 podcasts you think would be the best fit for your client. You can also do some digging on podcast platforms like Apple Podcasts and Spotify, as they’ll provide snippets of the podcasts for you to listen to. That way, when you reach out to the podcaster, you know who the host is and can personalize your message. Bonus, the host will be happy you’ve tuned into their show before.
You also need to find out if the podcast even accepts guests. If they do accept guests, is there a fee associated with bringing them on the show? Listen to episodes and see who the hosts are chatting with. Additionally, read more about the podcast – there will likely be information detailing the podcast’s booking cadence and who you should contact for booking inquiries.
Find meaningful metrics to report.
As mentioned, reporting data is not as easy to find for podcasts as it is for a newspaper’s audience circulation. And sometimes, podcasters aren’t completely certain of their listenership or they might not have access to those specific metrics.
Pull the most relevant information you can regarding the podcast to prove to your client that this is a good fit. Opening with the fact that over 50% of the world listens to podcasts is certainly a good start. Some podcasters also monitor other trends, like how long people listen and how many people share their new episodes on social media. Most podcasters will also record the number of downloads.
Try utilizing podcast booking resources.
If digging through Spotify and download numbers still isn’t enough, you can also consider using a podcast booking service. Some even report on estimated monthly listens. Below are a few good options:
PodcastGuests.com: Once you register, you’ll receive a weekly email with a list of podcasts looking for guests. If you’re a match, you’ll fill out a short form that will be sent to the podcaster. If it’s a mutual fit, you’ll be invited to be a guest on the podcast.
Kitcaster.com: Kitcaster books podcast appearances for you for a flat monthly rate.
Podchaser Pro: A podcast database that contains the reach numbers you need, including estimated monthly listeners and gender and age demographics.
The world of podcasting is just getting started, and new podcasts will likely pop up this year. If you’re interested in keeping your pulse on the podcast market, contact us at info@bohlsengroup.com to see how we can help position you on this growing medium.