If advertising revenue is any indication, podcasts are gaining steam as a major media format. But capitalizing on this growth isn’t as simple as applying your radio playbook.
Though their audio format can feel similar to radio, podcasts are different in ways that require a specific type of pitch and spokesperson.
FGH’s Health Media Insights newsletter recently shared top tips for podcast pitching:
- Identify your most conversational spokesperson. Unlike most television and radio, podcasts generally take a long-form approach with limited editing.
- Significant expertise and confident speaking ability are always important attributes for a spokesperson, but a good podcast spokesperson should be able to speak at more length on a subject – this means carrying a 30-minute conversation on health disparities, for example, rather than producing a 30-second sound bite.
- A podcast spokesperson should also be able to speak naturally about their personal biography and motivations, as well as news or current events.
- Significant expertise and confident speaking ability are always important attributes for a spokesperson, but a good podcast spokesperson should be able to speak at more length on a subject – this means carrying a 30-minute conversation on health disparities, for example, rather than producing a 30-second sound bite.
- Treat the pitch as more than just the news. Because podcasts are generally not focused on breaking or hard news, podcast pitches need something extra. In addition to highlighting why your spokesperson is a fit from a content perspective, you also need to communicate that they have a sufficiently interesting personality to carry the conversation forward. That means sharing details like their personal interests and back story. Bonus points if you can share examples of past speaking engagements so the podcast host knows they’re the right guest.
To subscribe to the Health Media Insights newsletter, email health@fgh.com.
