How To Pitch a Podcast To The News Media


Some are listening on their commute, at their desk or by the pool on a summer’s day. No matter where we are, we have access to a podcast. The first podcast was released in 2004 when an MTV video jockey and a software developer created a program that allowed people to download internet radio broadcasts to their iPods. Since then podcasts have grown to cover topics such as news, murder mysteries, and professional development. 

For communicators, it’s a new medium for a brand to utilize an audience to distribute specific messages and grow brand awareness. We have created systems for pitching journalists in print, television, and radio, and podcasts are no different. To successfully pitch your brand for a podcast, you need to identify the brand’s spokesperson and create a simple document describing the spokesperson and his or her expertise. This one-sheeter will be an advertisement for your spokesperson and should get the podcaster excited about interviewing him or her. The one-sheeter is shorter than a resume, with less detail but specific enough to earn the interest of the podcaster. Not every one-sheeter will be the same, but there are nine items that every one-sheeter should have to ensure a podcast placement. 

1. Headshot

Although a podcast usually doesn’t have a camera involved, they still need to see an image of the guest. At the top of the sheet, have a professional headshot or a professionally relevant photo. It can be a traditional portrait-style headshot or a picture of the guest that is relevant to the topic you wish to pitch. For example, if the guest is a public speaker then a photo of him or her speaking at a conference would be relevant. You want to avoid selfies or photos that are not portraits or relevant to the area the guest is an expert in. 

2. Snapshot Statement

A snapshot statement should pop on the sheet as it is the first description of the guest that the podcaster will read. It is a concise statement describing the relevant attributes of the brand’s spokesperson. In no more than two sentences, explain what the guest’s expertise is, what topics he or she is qualified to speak on, and any titles that give credibility to the guest. Be sure the statement aligns with the brand’s messaging. 

3. More Information (IF NEEDED)

The snapshot statement should give the podcaster a general understanding of the guest’s qualifications, but if the spokesperson deserves more explanation as to why he or she is knowledgeable on the topic, this is the space to do it. Be sure to list any relevant accolades, certifications, or education that pertains to the topic. This section should clarify why this guest is an expert that the snapshot statement may not have covered.

4. Topics

Make it easy. Simply list the specific topics the spokesperson can talk about on the podcast. The list can be topic titles or in a headline format. If the list of topics is too broad, it can make it difficult for the podcaster to ask valuable questions that benefit the brand’s messaging.

5. Interview Questions

Public relations professionals want to make journalists’ lives easier by giving as much detail and information as possible in their pitches. We should treat podcasters with the same consideration. Consider listing some potential questions that the podcaster can ask your spokesperson. Avoid listing too many obvious questions to help your brand’s spokesperson stand out from the rest of the guests they may be considering on the topic. 

6. Social Proof

Adding social proof is the “As Seen On” section in an advertisement. Continue giving the spokesperson credibility by listing media mentions the guest or your brand has received, with links to articles or clips of interviews. Sharing examples of the spokesperson speaking or journalists reporting positively on your brand will give the podcaster an idea of how the spokesperson speaks to the topics and will assist the podcaster in preparing questions for the interview. Be careful not to list any direct competitors in this section. Podcasters, like journalists, do not want to tell a story that was covered by a competitor first. 

7. Promotions

Many times, public relations professionals are focused on what the journalist, or podcaster, can do for them. In this section of the one-sheeter, describe how you will promote the podcast through the brand’s and/or spokesperson’s channels. Be sure to include data behind the channels of where you choose to promote. For example, if you are going to promote it through Instagram, list how many people follow your brand or spokesperson’s account. 

8. Social Media Handles

Although you may have listed some of the brand’s social media accounts in the promotions section, list them again with links to the pages. The podcaster will want to see why your brand is special and why your spokesperson should be a guest on their show. 

9. Contact Information

Press kits, news releases, briefs, and every other public relations document include contact information. A one-sheeter should end with a way to contact you to schedule an interview.

Every media plan should include podcasts. For more tips and tricks about the podcasting industry, follow PodcastGuests.com for updated podcast industry news. At Brandon, our team of media relations experts has a wealth of experience helping brands break into new media channels and expanding a brand’s audience using public relations, social media, advertising, and much more. To get your brand the media coverage it deserves, contact us today

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