6 tips for pitching to podcasts

women sitting at desk, typing on laptop, smiling away from camera

By Olivia Finnan, Compass’ Account Manager.

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Over the recent years, podcasting has become increasingly popular and is fast becoming one of the most effective lines of communications for brands to share their stories and key messages with target audiences. According to the annual Infinite Dial Australia 2021 study, 26% of the population are weekly podcasts listeners; a 53% increase over their 2020 study.

We’ve pulled together our top six tried, tested and most helpful tips for podcast pitching;

1. Listen to the Podcast 

It may be the most obvious, but it’s also the most important point: do your research and make sure you always listen to the podcast before pitching it to the show’s producer. Take the time to listen to a few episodes to ensure that your pitch is relevant to the listeners, that it would work within the structure of the show and matches its energy.

2. Identify Whether the Show is Currently Recording

Don’t let a quality pitch go to waste in an unmonitored inbox. It’s common for podcasts to follow a season schedule, so be sure to investigate whether a show is currently recording or taking guest submissions before sharing your pitch.

3. Consider Your Talent

Before pitching your client or brand, ensure that the spokesperson or expert are podcast-ready. Important things to consider; 

  • Are they media trained?
  • Will they be comfortable being recorded and interviewed for 30-60 minutes?
  • What do they feel are their expert talking points?
  • Do they have the required equipment for recording?

Establishing this prior to pitching can help better position your talent for the right podcast opportunities.

4. Specify your Expertise

Be clear and concise with what it is that your brand/spokesperson can offer to the specific podcast’s audience. Every brand has its own purpose, founding story, expertise and offering, so be sure to identify what it is that makes you different and what unique insights you can bring to the podcast.

5. Keep it Simple 

When pitching your brand it’s important to keep the pitch both compelling and concise. In a digital world where we’re all inundated with emails, nobody has the time or the attention span to review a long-winded pitch. In my experience, I’ve found that an email that gets straight to the point is more likely to receive a response.

6. Get Personal 

The best way to build and maintain connections is to be authentic, so don’t be afraid to get personal and share what you love about the show. You could make reference to an episode topic you found insightful, an interview you enjoyed listening to, or even just a compliment to the hosts – this adds sincerity to a pitch, and an important sense of humanity.

Laptop on a table with podcast microphone, in front of a wooden background

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