Why you should target podcasts in your PR outreach

If you aren’t already conducting an outreach campaign to podcast programs, then it’s time to start.

More than 1.6 million Australians now download audio or video podcasts in an average four weeks, an impressive 70% increase from four years ago.

Driving the growth in podcasts are downloads to mobile phones which have more than tripled since 2015, growing to over 1.3 million Australians today. This is an increase of over 215% over the last four years.

So where do you start?

First you need to identify the podcasts where you can add value. For example, you may want to look for influencers who relate to your industry, about business in general or have a lifestyle focus.

Most podcasts include guest interviews with experts, authorities and high profile people, and these are the ones to target.

Once you have drawn up a list of up to half a dozen podcasts to target, listen to them regularly and get a good feeling about the topics they like to cover, the ones that resonate most with their audiences (eg check feedback and comments), and importantly, what they haven’t talked about and where you could bring fresh conversation to the show.

Carefully craft your pitch to the presenters, tailoring each one so they know you understand their podcast completely and how you could add value to it.

Mention the two or three topics you can cover and why you think it’s important to discuss them and share with their audience.

It also helps if you already have a profile and have received media coverage, as this gives you credibility. In your pitch, include links to good media coverage to support your credentials.

Remember that the podcast is not your opportunity to spruik your products and services, unless the presenter asks you a direct question about them. Rather, focus on providing value, something that’s not commonly known and to an extent, entertainment.

Respond in an honest, genuine and fulsome way and let the host take the lead. This is a great opportunity to establish a relationship with these influencers, so that when you have another conversation suggestion in six to 12 months they are very likely to consider it positively. So keep in touch with the hosts after your appearance.

There are many other steps to take and other precautions to be aware of, but hopefully this has opened your eyes to why podcasts should now be on your radar.

If you want any assistance in being a guest on a podcast, please get in touch. 

Who listens? By generation, Australia’s most avid podcasters are Millennials who constitute over 40% of podcast downloaders ahead of the younger Gen Z (29%) and slightly older Gen X (21%) while Victorians download at a higher rate than any other state and men are slightly more likely than women.

Reference source:
https://www.roymorgan.com/findings/8056-podcast-listeners-australia-march-2019-201907190703