Podcasts are a media trend that is here to stay. According to Nielsen, the total podcast audience is growing at an average annual rate of 20% and could double by 2023. The Infinite Dial 2021 survey found approximately 80 million Americans listen to podcasts at least once a week, a 17% increase over 2020. Podcasts can also help organizations reach younger audiences. Westwood One found the median age of people who listen to podcasts is 34, which is lower than those who listen to radio (48) or watch TV (54).
With this increase in listeners, podcasts present a great opportunity for the leaders of nonprofits and socially responsible companies to position themselves as experts by appearing as guests on podcasts compatible with their background. Here is a quick guide on the best way to become a well-versed podcast guest.
Understand Your Message
The first and most important step in the process is to have a clear direction on the message you want to share with the audiences you will be speaking to. Why do you want to be a guest? What topics are you comfortable discussing? What do you hope listeners walk away with after hearing your conversation? This will guide your understanding of which podcasts you should target.
Do the Research
Once you have established your key points of conversation, you can begin researching which podcasts would be a good fit. In addition to browsing through your typical podcast platform, there are subscription resources like Podchaser and Muck Rack that make it simpler to find podcasts by name, subject and keywords. These services also provide contact information for the hosts or producers. Once you have found the right podcasts, take time to listen to a couple of episodes. Muck Rack’s recent survey and report, The State of Podcasting 2021, recommended that you listen to more than one past episode to make sure you understand the format of the show and what the host is looking for from a guest.
Write and send short, personalized pitch letters
Now comes the fun part – convincing the podcast creators to book you. Write a pitch that explains your credentials and why you would be a good guest on the podcast. Personalize the pitch for each podcast to show that you did your research and understand the focus of the podcast. According to the above-mentioned report from Muck Rack, only 28% of respondents rely on topics introduced through pitches. Hosts are more likely to be sourcing their own ideas through news and culture, so it’s important to connect your key points and expertise with something timely happening in the world. The same survey found 47% of respondents reject pitches for lack of personalization and 42% reject them because of bad timing. Most respondents also prefer pitches that land between 100 and 200 words, and don’t want to be part of a mass email. Respondents prefer to be pitched via 1:1 email and don’t want to be contacted via phone. Sometimes, though, it pays to make a call so you can get into a conversation with a producer or host. Take the time to carefully craft your pitches so that you will entice the host to continue the conversation with you.
Be persistent
Remember, most podcasters work for more than one show or also have a full-time job. If you don’t hear back to your initial pitch, be sure to stay in touch and follow up. There is a chance you may not hear back for a little while, as they sift through email and read hundreds of pitches, but don’t take that as a sign to give up. Stay on top of what is happening in the world and use timely news hooks as a point of follow up. If the host relies on current events to generate topics, they are looking for experts to provide commentary. Be the first in their inbox when something happens that is in your wheelhouse of expertise.
The podcast industry is only going to continue to grow, with more listeners and shows each year. Take advantage of the opportunity to get your name out there and connect with audiences far and wide. Happy Podcasting!
