5 Tips for PR Professionals on Working with Podcasts

By Annmarie Ely


Podcasts are a popular form of news and entertainment, and they are growing in popularity. According to PR Daily, in 2022, “62% of U.S. consumers listened to podcasts, up from 57% the previous year.” Being a podcast guest can be a great way to reach a specific target audience. Being on a podcast can also help add to the variety of ways you’re sharing your clients’ stories and thought leadership.


Below are five key tips to keep in mind when working with podcasts.



1. Research Podcasts to Find a Great Fit Before Reaching Out


You can find podcasts in a number of places. One great place to look is your existing media list. Explore websites from your current media list to see if any of the media outlets have podcasts. You can also find podcasts through trade shows, media databases, and roundup articles, such as, “13 Educator-Approved Podcasts to Listen to This Year,” published by Edutopia. Asking people what podcasts they like to listen to can also help you discover new shows in a target industry. Before reaching out, research the show, past guests, and what topics the podcast covers. You can often find highly-targeted shows which can provide tremendous exposure to a prospective audience. Get a feel for what the host talks about and make sure your client is a good fit for the show.



2. Share Concise, Scannable Information About the Potential Guest


When reaching out, share who the guest is, the topic they can discuss, and what qualifies them as an expert on the subject. It can be helpful to include a short bio, links to social media accounts like LinkedIn and Twitter, and examples of audio interviews if they’re relevant. For hosts and producers, it can be useful to hear audio of previous interviews with a guest ahead of time.



3. Prepare for the Interview: Consider Where it Will Be Recorded and What Your Client Will Need


Before the interview, consider how your client will get their message across and the types of content that may be used. Episodes can vary in length from shorter shows to long in-depth conversations. Find out how long the episodes will be and plan talking points with the length of the show in mind. Also, find out what types of content will be pulled from the interview. For example, will video or screenshots from the interview be used on social media to promote the show? Once you’re ready with talking points, remind your client to have an area for recording that is quiet, has a stable internet connection, and doesn’t have an echo. Check to see if the host prefers that guests use a headset or mic if recording remotely.



4. Remember that Podcast Hosts May Be Balancing Other Roles


Depending on the size of the show, the host may also be balancing other roles. Hosts also often book guests, edit the episodes, or create other forms of content for a media outlet. Keep this in mind when working with a podcast. According to Muck Rack’s State of Journalism 2022 report, “most journalists surveyed create content in at least one medium in addition to their primary medium. Online (38%), print (25%), newsletter (17%), and podcast (15%) were the top additional mediums.”

Try to plan well in advance and be accommodating of any scheduling needs. Consider the topic, how often the show comes out, and the time needed to produce the episode. Choosing a topic that will be newsworthy for a longer time can be helpful for a podcast.



5. Share the Episode with Your Network and Encourage your Client to Share the Episode on Social Media


After the episode comes out, don’t forget to share it! A podcast episode can be shared internally with your team, utilized by sales during outreach, and on your website and social media. Make sure to share and promote the episode widely once it comes out.

Podcasts are popular with today’s consumers and can be a great way to reach a targeted audience of people who are interested in a specific topic. When working with podcasts, it’s important to do your research before reaching out. Share concise, easily scannable information about the potential guest and how they’ll add value to the show. Before the interview, find out how long the show will be, what content will be used, and what you’ll need for the recording. After your client has been a guest on a show, be sure to share the episode on social media and other channels!