There is no denying that seeing your show in reputable press is a nice feeling – but it is also often a key driver to your success, so here is how you do it 

We think of marketing as a mix of multiple touch points. We often find ourselves repeating “podcast marketing is a mix of messages that listeners need to hear and see 5 to 8 times before they even find your show.” Well, PR is a huge part of how you can ensure your ideal listener is bombarded with information about your podcast. 

If you are still not sure how PR can work as part of your podcast marketing mix, then here are our five steps to a successful campaign: 

  1. Early Launch PR Drives Early Interest 

Your media contacts and the placement of your shows strategically across print media, online publications, TV and radio appearances could be a huge win for your show. Especially so if you are looking to broaden the scope of your listenership AND you do it early. Launch campaigns are often assumed to begin at launch, but we are here to tell you that no… they begin way, way, way before the show is available on your RSS. Building up the profile of your host could also be a key way to galvanise more support for your show once you do drop that first episode, so focus on how you can make sure that by the time your show is ready for the public – it is already a recognisable name. Give your host the time to become the expert on their subject and start reaching out to your contacts at least a few months before. Think also about your social media: what messaging are you putting out? And what else can you do to build your profile?

  1. Time Availability is Everything for your PR Campaign 

We find that the success of a PR campaign is often about the relatability and the availability of the host, so make sure you have the mental and physical time and space to execute a proper launch PR campaign. This means aligning your schedules and being clear with talent about what the expectations are for a PR launch campaign. Make sure to outline press days, give space for the host to opt-out of any opportunities and also position the show launch in a way that actually makes sense for you and your team. If you have to move your launch to make it work – just do it. It’s always best to do something right, than to do it quickly. 

  1. Your Message = Your Audience

When you are putting together a quality press pack, think about the kind of audience you want to convert to your show. This is key. Reviewers will only see what you send them so make sure you have the first few episodes, the artwork, the description and any other show visuals that could help them write up a complimentary story about your podcast and that all messaging is aligned across all of your assets. This means that if you have a true crime podcast, you are extremely clear about the genre and its potential audience. 

Also remember to help a journalist do their job. Have all the information/files clearly labelled and in a shared drive. Make sure there’s general imagery as well as your podcast square. Is there a good hook for why your show now? Just because you’re excited about the fact you’ve made something new, doesn’t mean everyone else will be. In your email give them some bullet points that will help explain why you’re worth covering. Maybe there’s a calendar date hook, maybe the topic has had a news story etc Make it easy for them to cover.

You should then also think about where you are sending the press pack in the first place and where your listener sits, so…

  1. Focus On Your Contact List

You have to know the right outlets for your podcast. If you want a more general audience, general press reviewers are a great place to start. But, if you have a show with a specific scope – let’s say a B2B focus – you might want to consider some more specific publications. This could be something like Variety for a TV review podcast, or a sports magazine for a football show. Be creative with who you pitch to and don’t stop at just the usual suspects. Do a Google News search for key words around your show – see who’s been writing about it. Perhaps mention their previous piece when you get in touch. Try and make it seem like you haven’t just BCC’d everyone the same email.

  1. Be Realistic 

Everyone would love a New York Times article, FT review and The Guardian roundup. It’s a great ambition to have and we do encourage you to continue to dream big. But, if you are an independent podcaster with a niche, you have to also be realistic. Go beyond traditional press and think about any forums, fan and interest groups that would potentially absolutely love your podcast. You should absolutely pitch your show everywhere, but if you don’t end up on the cover of The Times, we would still urge you to consider your PR campaign successful if it gave you the one thing you were really after – an audience to listen to your podcast.