Podcast Guesting as a PR Strategy: The Ultimate Guide to Earned Media via Podcasts

Introduction

‍In today’s media landscape, securing earned media isn’t just about newspapers or TV anymore – it’s about podcasts. With over 500 million people now listening to podcasts worldwide​, being a guest on the right podcast can massively boost your PR efforts. Podcasts offer a unique opportunity for public relations professionals to share their client’s story in an in-depth, authentic way that traditional media rarely allows. This ultimate guide will show you how to leverage podcast guesting as a PR strategy, from discovering the perfect shows using a podcast search engine to nailing the interview and maximizing the results. We’ll also highlight how Podseeker – a podcast search engine built for PR pros – stands out from competitors (Podchaser, ListenNotes, Rephonic) by providing the most accurate and useful data. Let’s dive in!

Why Podcasts Are a PR Goldmine (The Power of Earned Media via Podcasts)

Massive and Engaged Audiences: Podcasts are booming. In the US alone, 80 million people listen to podcasts weekly​, and the number of shows has exploded to over 4.5 million podcasts globally​. Whatever niche your client is in – from fintech to “spiritual but not religious” – there’s likely a podcast (or dozens) catering to that audience. This means you can find highly targeted listeners who care about your topic. And unlike a 30-second TV mention, podcast interviews are long-form and immersive. Listeners often stick around through the entire episode because they can tune in while commuting, exercising, or cooking, building a sense of intimacy and trust with hosts and their guests​. In other words, if your client speaks on a relevant podcast, the audience is primed to “know, like, and trust” them after hearing a deep 30-60 minute conversation.

Quality of Engagement: Being a podcast guest is a form of earned media – it costs you nothing (aside from time) but can yield high-impact exposure​. Podcasts allow for storytelling, nuanced discussion, and genuine personality to shine through. Your client isn’t delivering canned soundbites; they’re engaging in real dialogue. This makes their message more credible and memorable. The content also has a long shelf-life. Podcast episodes remain available indefinitely, continuing to attract new listeners over time (many shows see half their downloads on old episodes as part of the long tail​). That means a single guest appearance can keep working for your brand months or years later as people discover the episode.

PR Benefits of Guesting on Podcasts: By incorporating podcast guesting into your PR strategy, you can:

• Build Thought Leadership: Position your client or spokesperson as an expert in their field through in-depth discussions.
• Increase Brand Awareness: Introduce your brand to new, targeted audiences in an authentic way, which can lead to more website visits and social media followers.

• Earn Trust and Credibility: Listeners trust their favorite podcast hosts. When the host brings your client on as a guest, it’s like a warm endorsement, instantly transferring some of that trust to your client​.
• Drive Traffic and SEO: Podcasts often include show notes with links. A guest appearance can generate valuable backlinks and referral traffic to your client’s site (some marketers find podcasts became a top driver of website traffic thanks to backlinks in show notes​​).

• Network and Partnerships: Building a rapport with podcast hosts can lead to networking opportunities. One interview might snowball into introductions to other podcasters or even direct business leads. In fact, guests often find that hosts who loved the conversation will recommend them to other podcasts or become clients themselves​​.

In short, podcasts offer an unparalleled combo of reach, targeting, and depth – a PR sweet spot where you can tell a story that connects. Now, how do you actually go about finding and securing these golden opportunities? That’s where the right strategy – and the right podcast search engine – come into play.

Step 1: Discovering Niche Podcasts with a Podcast Search Engine

One of the biggest challenges in podcast PR is finding the perfect podcasts for your campaign. With millions of shows out there, it’s a classic needle-in-haystack problem​. You need shows that match your client’s niche, have the right audience demographics, actively publish episodes, and ideally welcome guest interviews. Scrolling through Apple Podcasts or doing random Google searches is time-consuming and hit-or-miss​. This is exactly where a dedicated podcast search engine like Podseeker can save the day.

Why General Tools Fall Short: Generic podcast directories or search tools (e.g. ListenNotes, a popular podcast search engine) let you search by keyword, but they won’t easily tell you if a show accepts guests or provide contact info. You might find a relevant podcast, only to realize it’s a closed-format show or hasn’t posted new episodes in over a year. Some advanced databases like Podchaser or Rephonic offer powerful search and data, but they can be overwhelming or pricey for what a PR pro really needs. And even with those, you may end up verifying details yourself – as one guide notes, if you want 100% accurate info, you often still have to contact the host or publisher directly​.

Smarter Search with Podseeker: Podseeker is built for PR professionals to streamline this discovery phase. Using Podseeker’s advanced filters, you can zero in on exactly the kind of podcasts you need:

• Niche Topic Filtering: Search by specific keywords or categories to find shows in your client’s exact domain. Go as granular as you want – whether it’s “B2B fintech” or “spiritual but not religious”, Podseeker can surface podcasts that match that theme in seconds. This beats manually sifting through broad categories. You’re able to zero in on niche topics and connect with exactly the right audience​.

• Active Shows Only: Filter for podcasts that have released an episode recently (e.g., in the last 30 or 60 days). This ensures you’re targeting active shows that are more likely to respond and take on new guests. No more wasting time pitching podfaded shows that stopped recording last year.
• Guest-Friendly Shows: Perhaps most powerfully, Podseeker lets you filter for guest-friendly podcasts – i.e. shows that typically have guests on. With one click, you can exclude the solo shows or narrative series that never feature external speakers. This “has guests” filter is a game-changer, instantly narrowing your list to podcasts that are open to interviewing your client​​. (By contrast, a general search on other platforms wouldn’t tell you this without manually checking each show’s episodes.)

• Contact Availability: Another super handy option – filter for shows that have contact info available (such as an email address). If your goal is to quickly build a media list, you might start with podcasts that openly list an email for pitching. Podseeker’s results show contact details at a glance, so you know immediately if you can reach out​.

• Audience Size & More: You can also refine by estimated audience size or reach. For instance, maybe you want only podcasts with at least 5,000 listeners per month. Or you might focus on a particular region or language if your campaign is geo-targeted. Podseeker gives you these filtering levers so the list you pull is laser-targeted to your needs​​.

Using a podcast search engine with these filters means you spend minutes compiling a quality list of potential podcasts, not days. Podseeker even has a “bookings-focused” search algorithm that factors in activity, guest-friendliness, and more to prioritize the most relevant shows for you​ – so the best opportunities rise to the top.

Tip: When reviewing the search results, take note of each show’s description and recent episodes. Podseeker’s interface gives you key data at a glance – categories, a snippet of the description, last episode date, and contact info​ – so you can quickly gauge if it’s a match. Open the podcast profile to see more details like episode lists or social media links if needed. This upfront research will help you personalize your pitch later.

(Competitor comparison – Podseeker vs Others: Podchaser Pro and Rephonic also offer large podcast databases with lots of data (e.g. Rephonic includes demographic info, Podchaser has a “Power Score” popularity metric). However, PR pros often report these tools contain “a lot of fluff” and overly complex metrics not essential for landing guest spots. Podseeker focuses on the essentials: an easy interface with accurate contacts and filters that matter for bookings. And unlike crowdsourced databases, Podseeker updates its podcast info daily, pulling from official sources so you get verified, up-to-date emails​.)

Step 2: Evaluate and Shortlist the Best Podcast Targets

Once you have a broad list of podcasts in your niche, it’s time to evaluate which ones are the best fit and prioritize your outreach. Not every podcast on your list is equal – you’ll want to focus your energy where it counts.

Assess Relevance and Quality: First, ensure the podcast’s content and style align with your spokesperson’s expertise and the story you want to tell. Listen to one or two recent episodes (even if just skim-listening) and ask:

• Does the tone match what you’re looking for (e.g. academic vs. casual, storytelling vs. Q&A)?
• Is the audience a good match? (If the show’s listener base skews very young, old, technical, etc., does that line up with your target public?)
• Has the podcast featured guests similar to your client in the past? (If yes, it’s a sign the host is open to your type of guest; if no, you might need a very convincing angle.)

Make notes on any specific segment or question that stood out. For example, “The host often asks for actionable tips at the end” – a clue that your client should be ready with a quick tip or resource to share.

Check Podcast Stats (Don’t Obsess Over Big Numbers): As PR pros, we naturally care about reach. However, bigger isn’t always better – a highly niche podcast with 1,000 devoted listeners might yield more qualified leads than a general one with 100k listeners outside your domain. That said, Podseeker provides estimated listener figures and social followings which can serve as a guide. Use these to categorize podcasts into tiers:

• Tier 1: High-impact shows – those with large audiences and high relevance. These are your “aspirational” targets. Keep them on your radar, but note that they may be harder to book immediately (they likely get many requests).
• Tier 2: Mid-sized but very relevant podcasts. Often, this is the sweet spot to start. They have a decent audience and strong interest alignment, and they’re hungry for quality guests.
• Tier 3: Niche or newer podcasts with smaller followings. These can be worth it for very specific messaging or as practice opportunities to build your client’s guest experience.

Using Podseeker’s sorting tools, you can sort or rank your list by audience size, recency of episodes, or even by social media followers​. Consider prioritizing by relevance first, then by reach. A good approach is to create a shortlist of, say, 10-20 podcasts that hit the mark on topic fit, then rank them by desirability.

Pro Tip: Keep an eye out for any red flags in your research. For example, if a podcast’s notes or website indicate they charge a fee for guests (some shows do operate more like “pay-to-play”), decide if that fits your strategy. In most cases of earned media, you’ll skip those. Also, note if the show has any special submission guidelines (some podcasts have a guest submission form on their site – if so, you’ll want to use that rather than email).

By the end of this step, you should have a prioritized target list of podcasts that are active, on-topic, and worth pitching. Now it’s time to reach out and secure those guest spots!

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Step 3: Crafting the Perfect Pitch to Secure a Guest Spot

Reaching out to a podcast host or producer is a delicate art. Your goal is to convince them that your client will deliver value to their audience. Here’s how to craft a winning podcast pitch that stands out in their inbox:

Personalize Every Outreach: A generic, one-size-fits-all email won’t cut it. Podcast hosts can spot a copy-paste pitch a mile away​. Instead, tailor your message to each show. Start your email by mentioning the host’s name and the podcast title correctly (it’s shocking how many pitches get this wrong). Open with a sentence that shows you’ve done your homework – for example: “I enjoyed your recent episode with [Guest Name] where you discussed [Topic]…”. This genuine intro grabs their attention and establishes you as someone who actually listens to the show.

Highlight the Fit: In a brief paragraph, explain why you’re reaching out. Who is your client (or executive) and what can they talk about that is relevant to this podcast’s audience? This is where your prior research pays off. If you identified a content gap or an interesting angle from earlier episodes, mention it. For instance: “I noticed you haven’t had an episode yet focused on [X], even though it’s a hot topic in [industry] – my client could share a unique perspective on that.” Emphasize the value or insight your client will bring – whether it’s a fresh take, expertise backed by experience, or a story that ties into themes the show covers. Essentially, answer the host’s unspoken question: “What’s in it for my listeners?”

Keep it Concise and Clear: Podcast producers are busy. In a few short paragraphs, your pitch should convey: who the guest is, what they can talk about, and why it’s interesting for the show. Bullet points can help break up text and make your proposed topics stand out as easy-to-scan ideas. You might list 2-3 suggested talking points or titles for a potential episode. For example:

• How [Client’s Expertise] can help [Podcast’s audience] solve [Key Problem]
• Lessons learned from [Client’s experience/story] that [audience] would find valuable
• A contrarian view on [Relevant Topic] that sparks debate

These give the host a menu of possible angles. Make sure your topics are tailored – generic subjects won’t be compelling.

Build Credibility: Briefly mention any credibility markers that make your client a great guest. This could be their role (CEO of __, author of __, industry analyst with 15 years in __), notable media appearances or achievements (if any), or a quick anecdote that shows they’re an engaging speaker. Don’t just drop a full bio – cherry-pick the impressive but relevant facts. Attaching a one-sheet (a one-page PDF with the guest’s bio, headshot, topics, and links) is a common practice​. It allows the host to see more details at a glance if they’re interested.

Call to Action and Next Steps: Conclude your email with a polite call-to-action – typically suggesting a short introductory call or offering to provide more info. For example: “If this sounds like a good fit, I’d love to set up a quick call to discuss how we can make this a great episode for you. Let me know if you’re interested!” Keep the tone friendly and not overly formal; podcasting is generally a casual medium, so you can be conversational in your tone.

Include Contact Info: Make sure to provide your own contact details (email, phone) and even the client’s website or press page for reference. The host might want to do a quick background check, so make it easy for them to learn more.

Follow-Up (Politely): If you don’t hear back in about a week or two, send a polite follow-up email. Keep it very short – maybe just bump the original note and add a line like, “Just wanted to follow up in case this got buried. We really think [Client Name]’s story about [XYZ] could resonate with your listeners. Would love to know your thoughts!”. One follow-up is usually enough; don’t spam a host with many emails if you get no response.

Podseeker Advantage: When crafting your pitch, leverage Podseeker’s accurate data. Since Podseeker sources contact info straight from podcast websites, you can be confident you’re emailing the right person (no more guessing generic addresses). Plus, Podseeker’s client profiles and media list features help you keep notes on what angle you’ll pitch for each show. (Podseeker even offers an AI Pitch tool that drafts a personalized pitch email for you, combining your client’s bio with the podcast’s style – a handy way to jump-start your outreach!)

By personalizing outreach and clearly conveying the value of your proposed guest, you dramatically increase your chances of securing a “yes.” Many PR agencies report that targeted, thoughtful pitches are the key to getting clients booked on podcasts as part of their PR campaigns​. Now, once you’ve lined up some interviews, how do you ensure your client makes the most of them?

Step 4: Acing the Podcast Interview – Prep Tips for Your Client

Congratulations – a host said “yes” and your client is booked on a podcast! Now it’s time to prepare for the interview so that it not only goes smoothly, but also serves your PR goals. Here are some best practices to get your spokesperson ready:

• Do a Pre-Interview Briefing: Hop on a prep call with your client to go over the format and audience of the show. Share what you learned from your research – the typical tone, any recurring segments, and the host’s style. If the host sent over talking points or questions in advance, review them together. Ensure your client has a clear idea of the core message or story they should weave in, but warn against over-scripting. Remind them podcasts thrive on authentic, conversational tone (reading off a script would sound robotic and off-putting)​.

• Equipment and Environment: Make sure the technical setup is solid, especially if the recording is remote. A high-quality USB microphone or a good headset can vastly improve sound quality – which reflects well on the professionalism of your client. Encourage them to find a quiet room, use headphones (to avoid echo), and if video is involved, position themselves with good lighting and a non-distracting background​. These details prevent technical hiccups that could detract from the content.
• Prepare Key Stories and Points: Work with your client to identify 2-3 key stories, examples, or anecdotes they can share during the discussion. Storytelling is powerful on podcasts – it makes the content memorable and engaging. Whether it’s a success story, a failure that taught a lesson, or a personal experience, having a few “go-to” stories will help your client illustrate their points. Encourage them to use the classic narrative arc (hook, challenge, resolution, takeaway) to give the story impact​. Also, have them think about any sensitive topics to avoid or how to handle certain questions so there are no surprises.

• Craft a Strong Call-To-Action (CTA): In PR, the goal isn’t just to talk – it’s to spark an outcome. Decide in advance what the ideal listener action would be after hearing the interview. Is it visiting a website? Downloading a whitepaper? Following on LinkedIn? Once clear, help your client formulate a brief CTA message. It should sound natural and not overly promotional – for example, “If you enjoyed this conversation and want to learn more, I share more resources on [Client’s Website] you can check out.” Some podcasts allow guests to mention a promo code or unique URL for tracking response​. If appropriate, arrange this with the host beforehand. Having a clear CTA ensures the interview leaves a tangible next step for interested listeners.

• Media Training 101: Remind your client of a few on-mic basics. Speak clearly and with energy (sounding half-asleep is a no-no), but also be authentic – it’s okay to laugh and show personality. If a tricky question comes, it’s fine to take a moment before answering. And importantly, don’t make it a sales pitch. The surest way to turn off listeners (and hosts) is to constantly plug a product or repeat marketing buzzwords​. The product or brand will get exposure organically; the focus should be on sharing insights and stories. By being genuinely helpful or interesting, the audience will naturally become curious about your client’s business.

• Logistics Check: Ensure the interview appointment is confirmed, time zones are correct, and your client has the recording link or address. Plan for your client to join the call a few minutes early to greet the host and settle in. This also helps build rapport before hitting “Record.”

With good preparation, your client will come across as confident, personable, and value-packed to the podcast’s listeners – exactly the outcome you want. A great interview not only pleases the audience but also strengthens the relationship with the host (increasing chances of future invites or referrals).

Step 5: After the Podcast: Amplify and Repurpose the Earned Media

When the podcast episode featuring your client goes live, your work isn’t done. In PR, maximizing the impact of earned media is key. Here’s how to leverage that podcast guest appearance to its fullest:

• Promote the Episode: Treat the podcast like any other media hit. Share the episode link across your client’s social media channels, company blog, and internal newsletter. Tag the podcast host and show (they’ll appreciate the promotion too). For example, have your client post on LinkedIn with a short insight they discussed in the episode and a link to listen. This drives your audience to the podcast and shows goodwill – hosts often notice and it strengthens that relationship. You can even run a small ad campaign boosting the episode if it aligns with your marketing goals.
• Repurpose the Content: A single podcast interview can be repurposed into a trove of content​. Pull out 1-2 quotable soundbites or compelling moments from the conversation – these can become quote graphics for Instagram or text posts on Twitter. If the recording was video or you have permission, create short video snippets (30-60 seconds) using tools like Headliner or Descript to share on social media​. You can also write a recap blog post: “3 Lessons from [Client]’s Interview on [Podcast Name]” summarizing the best insights (with a link to the episode). Not only does this extend reach, but it reinforces your client’s thought leadership by spreading their ideas across formats.
• Add it to the Media Kit: Ensure the podcast appearance is listed on your client’s press page or speaker bio. For instance, “As featured on [Podcast Name]” with a link. If your client does multiple podcasts, consider creating a dedicated “Podcast Interviews” section on their site or a one-page PDF of notable podcast features. This acts as a portfolio of earned media. (Podchaser even suggests making a public creator page to compile guest appearances​ – a tactic to boost visibility via their platform’s SEO. Alternatively, simply keep a list you can share with future outlets to show your client’s media experience.)

• Say Thank You & Stay Engaged: Manners matter. Have your client send a quick thank-you email to the host, expressing appreciation for the opportunity and maybe noting one thing they enjoyed about the interview. This leaves a positive final impression​. Also, monitor the episode’s comments or the host’s social posts about the episode for a week or two. If listeners comment or ask questions, engage politely. This can further demonstrate your client’s accessibility and expertise (just ensure any engagement aligns with the client’s messaging).

• Measure the Impact: As with any PR activity, you’ll want to measure results. Look at metrics like website traffic spikes in the days and weeks after the episode release, especially if you provided a unique landing page or promo code (check Google Analytics for referral traffic from the podcast’s site or show notes). Track social media follower growth or engagement after the exposure. Did newsletter sign-ups increase? Any new inbound leads mentioning the podcast? Some results are immediate, others may trickle in over time – remember, podcast content can continue to be discovered. It can be useful to ask the host for the episode’s download numbers after a month or so, if they’re willing to share (some will). Overall, gather what data you can to show the ROI: new audience reach, engagement, and any tangible business outcomes (e.g., X number of demo requests citing the podcast)​. This will help you refine your podcast strategy and prove value to your client.

• Keep the Momentum: Finally, leverage this successful appearance to book more! Update your outreach pitches to mention that “[Client] was recently on [Podcast Name] talking about XYZ”. Social proof can entice other hosts to feature your client. Consider scheduling a “podcast tour” – multiple shows around the same timeframe – if you have a big campaign or launch coming​. Just like a traditional media tour, a cluster of podcast interviews can saturate the niche media space and make a big splash.

By following through and amplifying the content, you ensure the podcast guesting effort truly pays off. Each podcast appearance becomes not just a one-time event but a piece of ongoing PR ammunition that builds your client’s brand and credibility.

Conclusion: Elevate Your PR Strategy with Podcast Guesting (and the Right Tools)

Podcasts have risen as a powerful PR channel – they’re intimate, targeted, and growing by the day. By guesting on podcasts, PR professionals can secure valuable earned media that drives awareness, thought leadership, and real business outcomes. The key takeaways from this ultimate guide:

• Strategic Discovery: Use a specialized podcast search engine like Podseeker to find the perfect podcast matches for your campaign, leveraging filters for niche topics and guest-friendly shows that save you countless hours and ensure no great opportunity is missed.
• Targeted Pitching: Approach podcast outreach with the same personalization and strategic messaging as you would a top-tier media pitch. It’s about creating a win-win: a great episode for the host’s audience and a platform for your client’s story.
• Thorough Preparation: Treat podcast interviews professionally – prep your clients to deliver value, stay on message (but not salesy), and sound great. A well-prepared guest turns an invitation into an impactful brand moment.
• Maximize the Exposure: Don’t let the content evaporate after airing. Promote it, repurpose it, and integrate it into your broader PR and marketing efforts. Each podcast appearance can be a lasting asset in your media portfolio.

Why Podseeker? In executing your podcast guesting strategy, having the right data and tools at your fingertips makes all the difference. This is where Podseeker truly shines for PR pros. Unlike other platforms, Podseeker provides verified, up-to-date contact information sourced directly from podcasts’ official pages – meaning you reach the right person on the first try. Its intuitive search and niche filters help you discover podcasts that other search engines might overlook, especially in specialized sectors or cross-interest categories. While competitors like Podchaser or Rephonic offer broad data, Podseeker focuses on actionable insights (which shows to contact and how) without the noise. It’s purpose-built to help you land bookings, evidenced by its “bookings-focused” features from search to pitch tracking​. In short, Podseeker empowers you to do podcast PR smarter and faster, with accurate data you can trust.

As you incorporate podcast guesting into your PR strategy, remember that success won’t always be instant. Building a presence in the podcast space is a marathon, not a sprint – but the cumulative impact can be huge. Each interview is an opportunity to craft your client’s narrative and have it heard by engaged listeners who want to hear from them. Over time, this can elevate your client’s profile in their industry significantly.

Now it’s time to put this into action. Start by exploring podcasts in your niche (go ahead and fire up Podseeker to see what you find) and pitch a few targeted shows. With the tips and best practices from this guide, you’re well-equipped to turn podcast guesting into a cornerstone of your PR playbook. Happy podcast hunting – and here’s to landing those guest spots that will amplify your message far and wide!