How to successfully pitch podcasts

Podcast audiences are a great, captive resource for PR pros looking to expand their reach. Here are some tips on working with these nascent media heavyweights.

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The power of podcasting presents a bevy of new challenges for PR pros.

How can marketers like you get your CEO or brand spokesperson interviewed on a podcast that’s heard by tens of thousands, or even millions, of listeners? Just as challenging, how can you convince your CEO that securing a podcast interview could be as valuable for your company as an interview in “Bloomberg Businessweek?”

Until recently, getting a client interviewed on a podcast was seen as a peripheral “nice to have,” built upon “must-have” interviews with traditional media such as USA Today or The Wall Street Journal. However, the success of podcasts such as “Serial” (downloaded more than 340 million times), “This American Life” (2.5 million people download each episode) and the “Tim Ferriss Show” (300 million episodes downloaded), plus hundreds of business-oriented podcasts, suggest that the medium has morphed from entertainment into an essential channel for offering industry insight.

What’s so appealing about podcasts for clients? Consider:

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