Tips for making your podcast pitch stand out

Podcasts have exploded in popularity, with an estimated 548 million listeners tuning into more than 6 million podcasts in 2024. The landscape includes everything from blockbuster interview programs like “The Joe Rogan Experience” and narrative-driven hits like “Morbid” to niche shows like “Canardian,” Kattie Laur’s weekly podcast exploring the obscure history and quirks of Canadian cities.

The potential for PR pros is vast, but so is the challenge: No two podcasts are the same, and many pitches fail to show why a guest would be a good fit for a particular show.

Laur, a longtime podcast producer, said that pitching is a two-way street. Potential guests must highlight what they bring to the table, but too often, pitches don’t account for the unique needs and nuances of individual podcasts.

“It’s about intentionality,” Laur said, noting that those doing the pitching need to show a level of respect for a podcast’s audience, considering the close connection between hosts and listeners.

“It’s not about casting a wide net and hoping something sticks,” she added. “A pitch should offer a conversation or story that resonates with the podcast’s typical topics.”

Show awareness of the podcast

Annalise Nielsen, head of podcast strategy and development at Lower Street, a full-service podcast production agency, said many pitches only provide a broad summary of the guest without any clear angle for an episode. For example, Nielsen has received emails such as, “Talk to this author who wrote a book on this topic.”

While the book might be relevant, the pitch lacked a newsworthy angle and didn’t demonstrate an understanding of the show’s format or audience.

“We’re not looking for a ‘tell me your life story’ episode,” she continued. “We need to know what the guest will discuss and why it makes sense for our podcast.”

While Nielsen doesn’t produce in her current role, she still receives pitches every day.

“I got an email this morning from someone pitching their CEO as a guest on ‘any podcasts we make related to beauty and wellness,’ which is both super vague and unrelated to anything I’m working on.”

Nielsen said she believes too many media relations teams rely on contact lists and aren’t spending enough time on researching shows.

“Honestly, even if it sounded like someone had listened to just one episode, that would be an improvement over most pitches,” she added.

How to engage producers

Laur doesn’t necessarily believe there’s a single best method for delivering a pitch. Reaching out via social media is fine, she said, especially if there’s an established connection with a producer or host.

If sending an email, personalize the subject line to highlight the topic you’re offering and clearly explain why the guest would be a valuable addition.

“This is not about the guest’s bio, but why their story or experience fits the podcast’s audience,” Laur said.

She also stressed that the timing of a pitch is crucial. Most podcasts plan content months in advance, so avoid last-minute pitches unless the show is daily or covers breaking news.

“Remember to keep an open schedule when pitching because every podcast has a unique filming schedule, Laur said.

Pitching indie

Brandon Saho is host/producer of “The Mental Game,” a candid conversation program about athletes and celebrities overcoming personal mental health struggles. The podcast has attracted more than 3 million podcast downloads since launching just over two years ago.

Saho has used his background in journalism to land some pretty big guests – actors Terry Crews and Kate Flannery, NFL player-turned-TV host Nate Burleson. He most recently hosted the father of Gabby Petito.

But with the exception of some less-than-part-time support, he’s producing, writing and filming the show on his own.

“It’s just me,” said Saho. “Sometimes emails get lost, and I might not see a message the first time. If someone follows up politely, I’ll usually catch it. But if they’re rude about it, I won’t respond. I have no interest in working with someone who can’t be respectful.”

That experience is similar for a lot of podcasters, Laur said.

If the initial email doesn’t receive a response, follow up politely after a few weeks. Avoid excessive follow-ups, though as they can hurt your chances. Respect the host’s time, and if your pitch isn’t a fit right now, a fresh angle could land you a spot later, Laur said.

“It’s all about relevance and respect,” she added. “If a pitch demonstrates both, it’ll definitely get a green flag from me. If not, it’ll probably earn a red flag, or at the very least, a yellow flag.”

Not all name recognition

While the story matters most of all, Saho said, the challenge he has is trying to build an audience. He sees other podcasters having similar challenges of balancing great guests vs. trying to build an audience.

“I have to be strategic about who I feature to help the show grow and reach the most people,” he said. “If someone doesn’t even have a social media presence, it’s hard to justify featuring them when they aren’t positioned to promote themselves or the episode.”

So highlighting a guest’s strong social media presence can help a pitch stand out.

“The first thing I do whenever anyone sends me a pitch is search their name on Instagram,” Saho said. “I’m not trying to be shallow, but you have to see how marketable this guest can be.”

While name-recognition can be important, it won’t be enough alone to secure an interview, Laur said. She pointed out that celebrity status and social media clout aren’t don’t often result in ratings boosts.

“Pitches often focus on what they’ll get out of it rather than what they bring to the listeners,” Laur said. “If a conversation is just self-promotion, people will tune out.”

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.