Everything you need to know to get your launch noticed in the media
If you’ve never written a press release, we understand that the task can seem overwhelming. What do you put in it? What does a press release even look like? Do you need images, and if so, how many? We’ve all been there. Even our PR team has had to at one point write their first ever press release. To make your first ever press release easier to put together, here are our tips of what it should look like and what you need to include, and if you would like more tips on how to structure your podcast’s press campaign – read our blog about executing a press plan, too.
- Don’t Get Too Fancy with It
Consider writing your press release in a simple Word document and then copy and paste it directly into the body of the email when sending. Don’t believe that simple is best? Podnews has the proof in their submissions and disclosures page, where you will also find more tips like adding in photographs straight away into your pitch and writing the correct name of the organisation you are reaching out to. We know that having a flashy PDF can be really attractive for some journalists (especially those already working with a lot of imagery), but the truth is that most people will spend a total of exactly 2 minutes maximum looking at your document. The most important thing about your PR is the substance of your words and the podcast you are pitching, not the Canva template you are putting it into.
- Start With a Punchy Lede
The first thing on your Press Release should be the title of your show, and following it – a punchy and short opening paragraph. Think of this as your captivating intro into what the show is about and why listeners must check it out. Remember: media experts and journalists are listeners too. Try to sell the concept of the podcast to them much the same way you would to your target audience. Think about: what the show is, why they should listen, and what problem it solves and then add one final ingredient – why the person you are pitching to should write about it right now.
E.g. BINGE TRAUMA – Podcast exploring what celebrities really think about the roles they played in our favourite shows through weekly in-depth interviews. Episode 1 out now, where Claire Danes reflects on the pressure of playing Carrie in Homeland in light of today’s news cycle.
- Provide All Key Details
Do not hide anything from reviewers and journalists. Your press release should be packed with information like:
- How many seasons and episodes does the podcast have
- Who is the host, what is their bio and why are they hosting the podcast
- What guests might you have on
- Are there any exclusive scoops
- Where can audiences find the podcast
- What is the date of release
- What is your release schedule
And anything else that you might see necessary to sell them on the podcast. That could, for example, include download data about the previous season and the show’s popularity. It could also be any innovative things you might be doing for your podcast, like using our virtual studio, going on tour with your show, or including listeners in some of your episodes.
Add all of this in the main body of your podcast, just make sure it doesn’t become too bulky and the key information does not get lost in the shuffle.
- Include Praise for the Podcast
Much like in the book world, you can include blurbs about the podcast! You could ask your guests to give you some lines about how much they enjoyed being part of the show, or get the host to say something about creating the podcast in the first place. This can really help to position your podcast across a range of others that the reviewers and journalists are looking through that day. Just keep the quotes genuine rather than leaning in too hard into a sales pitch.
- ALWAYS Include Your Episodes
Not to bury the lead – but perhaps THE MOST important thing you need to do is to have episodes ready before you send your press release. If you are confused by the timeline that you need to follow to launch your podcast, read our blog all about deadlines that you need to hit to make your podcast a success. So before you send the PR out, make sure you have at least your trailer (30 seconds long, ideally) and your first two to four episodes as well. If you can’t get the finals for whatever reason or if your show is reactive to the news cycle, try to include as much as you can anyway. Journalists don’t mind if you say that this content is embargoed or isn’t final – just be clear about what you are sending them.
- Include Contact Information and Potential CTAs
Make sure that your podcast PR includes contact information of how journalists might be able to reach you to ask for more information. Make sure you are also clear in your email about what you are sending them the press release for (i.e. review, feature etc) and what access they might have to the talent too for any interviews or write ups.
Ultimately, the more information you can give – the better! Just make sure to also keep the Press Release concise. Do not go over 2 pages, and if you do want more visuals and details run through your show, that’s fine too – just give your reviewers an option of having both, a simple doc and a more visualised one. You want to make looking at your content easy and quick, that way you are more likely to get results.