They say, “video killed the radio star,” but I’m here to solidly dispute that, given the popularity of podcasts. Podcasts are here to stay and deserve a seat at the PR strategy table; we’d all do well to pitch them effectively.
Video may be king, but audio is thriving. The audiobook market hit $8.7 billion last year, and podcasts? Crushing it—with 584 million listeners worldwide and 55% of Americans tuning in monthly. Far from being a relic, audio is one of the most underleveraged PR power plays out there.
Meanwhile, brands are catching on—podcast ad spending is projected to hit $4.46 billion in 2025. They are not a fad; they’re powerful, highly targeted platforms with deeply engaged audiences and incredible PR potential.
So, if you’re still treating podcasts like a “nice-to-have,” you’re missing a massive opportunity.
Target podcasts like the bullseye they are
Niche audience scare some clients. They shouldn’t. A podcast’s gift is its specialization. It’s a tailor -made opportunity to hyper-target the listeners most likely to care about your message. It’s like throwing darts with a guaranteed bullseye—if you know how to aim.
Play the long game. Accept the hard work.
Booking a guest isn’t easy. In fact, it’s harder than getting Taylor Swift tickets.
But don’t take this personally. Inboxes are drowning in generic pitches thanks to inexperienced “professionals” and AI-churned, bot-style content that’s about as compelling as egg noodles covered in ketchup (technically edible, but who wants to that?).
Add those hurdles to the fact that most podcasts plan topics and guests months in advance, and you’ll see it takes time and diligent effort. Unless you are breaking major news, expect to play the long game and focus on developing relationships instead.
Research like it’s your job
Your standard media database probably isn’t enough. Podcasts live in their own ecosystem, and finding the right ones often means using a podcast-specific discovery tool. This isn’t about checking a category box; it’s about understanding tone, format, and audience fit.
Just because you found a “health podcast,” your pitch about childhood vaccines and fluoride isn’t necessarily a slam dunk. In fact, it’s probably not. Sometimes “health” is code for essential oils and conspiracy theories. Investigate the podcast-specific research, pitching and advertising tools.
Don’t stop at the podcast feed
Many shows have strong social media presences (and sometimes even video versions). These components can amplify your reach and engagement. Is their Instagram is buzzing about something covered on the show? That’s an opening for your pitch.
And don’t forget: many media companies run entire podcast networks. If one show isn’t the right fit (or the calendar is packed), check out the sister shows. A “no” from one producer might be a “yes” two doors down.
Slide into those DMs. Yes, really.
For seasoned pros, direct messaging a producer might feel… cringey. Get over it. DMs are how many podcast teams communicate. Just make sure your message is thoughtful and concise. In today’s media landscape, ignoring social channels is like ignoring half the newsroom.
Personalize every pitch
Podcast pitching isn’t spray-and-pray. It’s surgical. Listen to recent episodes. Reference something specific (and relevant). Connect your pitch to their themes. Also, know who to pitch. It’s rarely the on-air host. Look for the booking producer or showrunner. Titles matter here.
And for the love of good PR, skip the lazy “I love your podcast” line.
Bottom line? The buzz is real.
Don’t underestimate this medium. Podcasts build authority, deepen brand storytelling, and deliver intimate, trust-driven engagement. That’s not hype—it’s data. Edison Research reports that 62% of U.S. listeners consume podcasts weekly, and many listen for 30+ minutes per episode. That’s longer than most people spend on a single social post or news article.
Think ahead and be intentional. Podcasts aren’t filler. They’re a strategy. Approach them like you would any top-tier outlet: with research, respect, and relevance. When you do, you’ll find they’re not just a channel but a connection point.