PR Dispatch's guide to securing podcast features

PR isn’t just about written features; podcasts are PR too and fall under what we refer to as ‘profile press’ - which is the real deal when it comes to offering people a peek behind your business and your journey.

Podcasts are the ideal platform to share personal aspects of your business and build an emotional connection with your audience. Because customers crave that human connection and want to get to know the people behind the business. 

They’re also a secret weapon for building your personal brand. This is a game-changer if you are looking to grow your current business/ services or itching to launch a brand-new venture down the line. And being a digital medium, being featured on a podcast can boost your SEO and provide amazing backlinks.

Another great perk is the networking opportunities it can unlock in your industry, leading to valuable connections or collaborations. 

So it’s safe to say, being a guest on a podcast is great exposure for your business. Over 19.1 million Britons listen to podcasts. In recent years, podcasts have grown in popularity for a variety of reasons, they’re accessible and inexpensive, provide a community and allow listeners to multitask/ listen while on the go. 

Our founder, Rosie, has been a guest on lots of podcasts recently. Below is a roundup of these and the topics that were covered, showcasing how these opportunities serve as fantastic PR that go beyond traditional product pitches.

Listen here

The eCommerce Impact Podcast with Jessie Healy

Topics covered:

• How to approach journalists so they actually pay attention

• Simple tactics for ensuring you get coverage in the press

• How to find out which journalists to contact

• How to go about getting press in new countries and markets

• The ways in which PR can interact and augment digital advertising

• The importance of roundup articles

• How Chat GPT will impact PR and news

Listen here

Building your brand podcast with Liz Mosley

Topics covered:

• How our failures can also be a marker for success

• How closing Rosie’s first business led to the success of her second and the feelings involved

Listen here

The Winging it Podcast with Lucy Hitchcock

Topics covered:

• Why shutting down your business could be the best decision you've ever made

• Rosie’s story for creating two successful PR businesses

• Feelings and thoughts when choosing to close her PR agency

• What closing her business has meant for her life now

Listen here

Start, Scale, Succeed podcast with Nicole Higgins (The Buyer & Retail Coach)

Topics covered:

• Getting press coverage for your business, particularly focusing on Christmas and getting into gift guides.

Stylist | Baby on The Brain Podcast

Topics covered:

• Personal experiences of returning to work and the challenges we faced due to sleep issues. Rosie shed’s light on her postpartum insomnia and the circumstances surrounding it.

• The podcast explores the significant impact sleep has on women's professional lives, discussing the challenges, solutions, and strategies for achieving better sleep while successfully navigating the demands of the workplace. 

Women’s Business Podcast

Topics covered:

• Strategies for eCommerce businesses to maximise their chances of being featured in Christmas gift guides

• Covering how to identify relevant opportunities, appealing to editors, and the ideal outreach timing

• Rosie also shares valuable tips and essential elements for pitching and finding the right contacts. Plus, how to nurture relationships with journalists for long-term success.

Here, we've gathered our top tips to help you snag a spot on your favourite podcast:

1. Research, research, research! 

   We recommend to our members to listen to at least three previous episodes to understand the tone. Make sure you recognise the podcast’s target audience and the content they feature, then tailor your pitch accordingly. A true crime podcast series might not be the right fit for your homeware brand, (sorry!) but it is possible to use these opportunities to think outside the box. 
   
   Don't underestimate the power of your brand's backstory. Trust us when we say there's a fascinating tale hiding in there somewhere. Take our founder, Rosie, as a prime example. She's been a guest on podcasts covering everything from the challenges of moving house to battling insomnia. Also important to note, you don’t have to solely speak about your business. You could go on the podcast and speak about anything, and if the audience resonates with you, this could be a valuable way of getting your brand ethos and values out there. 

2. Cut the waffle

   It’s hard, we know! Trying to get all of your points across in one pitch email. But trust us, we’ve seen it happen time and time again, if the editor is interested in having you as a guest, they will get back to you.
   
   When it comes to pitching for a podcast feature, clarity is key. Make sure you clearly communicate why you're itching to be featured on that specific podcast. What is it about their show that you love? Let them know! But here's the secret: you’ve got to show them how your story is relevant to their listeners. 

3. Follow up

   Aim to send an email follow up around 5-7 days later. If life got in the way and it's been longer than that, don't worry — send that follow-up anyway! 

   Make sure to send your follow up within the original email thread, including any attachments you shared. This way, you're giving them a quick refresher on what you're all about. It's like a gentle reminder, showing that you're still excited to collaborate.

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