{"id":456,"date":"2019-05-03T11:01:00","date_gmt":"2019-05-03T11:01:00","guid":{"rendered":"http:\/\/info.maccabee.com\/blog\/blog\/secrets-of-getting-your-company-featured-on-a-podcast-behind-the-scenes-in-podcast-nation\/"},"modified":"2024-12-18T16:05:01","modified_gmt":"2024-12-18T16:05:01","slug":"secrets-of-getting-your-company-featured-on-a-podcast-behind-the-scenes-in-podcast-nation","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/secrets-of-getting-your-company-featured-on-a-podcast-behind-the-scenes-in-podcast-nation\/","title":{"rendered":"Secrets of getting your company featured on a podcast: behind the scenes in podcast nation"},"content":{"rendered":"<p>How can marketers like you get your CEO or brand spokesperson interviewed on a podcast that\u2019s heard by tens of thousands, or even millions, of listeners? And, 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 &#8220;Bloomberg Businessweek?&#8221;<\/p>\n<p>Until recently, our getting a Maccabee PR client interviewed on a podcast was seen as a peripheral \u201cnice to have,\u201d built upon \u201cmust-have\u201d interviews with traditional media such as &#8220;USA Today&#8221; or the &#8220;Wall Street Journal.&#8221; But, the success of podcasts such as \u201cSerial\u201d (downloaded more than 340 million times), \u201cThis American Life\u201d (2.5 million people download each episode) and the \u201cTim Ferriss Show\u201d (300 million episodes downloaded), plus hundreds of business-oriented podcasts, suggest that the medium has morphed from entertainment into a mission-critical thought leadership channel.<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Untitled-design-4.png\" alt=\"Maccabee PR | Blog logos\" width=\"800\" \/>In recent months, our PR agency has secured podcast interviews for the CEO and Chief Medical Officer of Virgin Pulse (see <em><a href=\"https:\/\/hr-gazette.com\/hrchat-podcast-interview-the-evolution-of-workplace-wellness-with-david-osborne-and-rajiv-kumar-virgin-pulse\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Evolution of Workplace Wellness<\/a><\/em>\u00a0with &#8220;HRchat&#8221; and the <a href=\"https:\/\/www.welcoa.org\/blog\/podcast\/015-virgin-pulse\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wellness Council of America\u2019s &#8220;WELCOA Cast<\/a>&#8220;)\u00a0and for the Vice President at LifeSpeak (<em><a href=\"https:\/\/hrdailyadvisor.blr.com\/podcast\/hr-works-suicide-prevention-an-overlooked-but-crucial-hr-wellness-initiative\/\" target=\"_blank\" rel=\"noopener noreferrer\">Suicide Prevention: An Overlooked But Crucial Workplace Wellness Initiative<\/a>\u00a0<\/em>with &#8220;HR Daily Advisor&#8221; and &#8220;The Psych Central Show&#8221; podcast\u2019s<em> <a href=\"https:\/\/psychcentral.com\/blog\/podcast-a-digital-approach-to-employee-mental-health\/\" target=\"_blank\" rel=\"noopener noreferrer\">A Digital Approach to Employee Mental Health<\/a><\/em>.)<\/p>\n<p>What\u2019s so appealing about these podcasts for clients?<\/p>\n<ul>\n<li><span style=\"font-size: 14px;\">The time required from our clients is minimal, compared to the time commitment of collaborating on a bylined article for a trade publication<\/span><\/li>\n<li><span style=\"font-size: 14px;\">The podcast is eminently shareable on social media channels<\/span><\/li>\n<li><span style=\"font-size: 14px;\">Many podcasts combine the audio interview with text \u2013 so your audience can consume your messages in both print and audio form<\/span><\/li>\n<li><span style=\"font-size: 14px;\">Podcasts give clients the opportunity to express their personality in a way that infographics, e-books and print interviews seldom do<\/span><\/li>\n<li><span style=\"font-size: 14px;\">Finally, podcasts lend themselves to depth and nuance\u00a0\u2013\u00a0Which PR opportunity would your CEO prefer: a two-paragraph quote in a magazine article or a 60-minute wide-ranging podcast?<\/span><\/li>\n<\/ul>\n<p>For this MaccaPR blog post, we interviewed three podcast producers with whom we\u2019ve worked \u2013 <a href=\"http:\/\/gabehoward.com\" target=\"_blank\" rel=\"noopener noreferrer\">Gabe Howard <\/a>of &#8220;<a href=\"http:\/\/psychcentral.com\/show\" target=\"_blank\" rel=\"noopener noreferrer\">The Psych Central Show<\/a>&#8221; podcast; Bill Banham of &#8220;<a href=\"https:\/\/hr-gazette.com\/hrchat-podcasts\/\" target=\"_blank\" rel=\"noopener noreferrer\">HRchat<\/a>&#8220;; and Jim Davis of the &#8220;<a href=\"https:\/\/hrdailyadvisor.blr.com\/podcasts\/\" target=\"_blank\" rel=\"noopener noreferrer\">HR Works<\/a>&#8221; podcast\u00a0\u2013\u00a0to find out how you can get your spokesperson interviewed on the most powerful podcasts possible.<\/p>\n<h4>How to Pitch a Podcast Producer with a Potential Guest (Without Driving Them Mad)<\/h4>\n<p>\u201cI wish PR professionals understood what our show was about,\u201d laments Gabe Howard of &#8220;The Psych Central Show&#8221; podcast. \u201cWe get pitches for potential guests who simply aren\u2019t a fit. This wouldn\u2019t be so bad if the pitch explained why they were thinking the guest may work (i.e., a mommy blogger might have something to discuss about postpartum depression). But more often than not, we get a pitch that doesn\u2019t fit at all. It\u2019s a time waster.\u201d<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/The-biggest-mistake-PR-pros-make-in-approaching-his-HRchat-podcast-says-Banham-is-\u201cpitching-without-offering-educational-content-ideas.-2.png\" alt=\"Gabe Howard, The Psych Central Show Maccabee PR\" width=\"800\" \/><\/p>\n<p>(<strong>Pro Tip<\/strong>: How do you find the right podcast to reach your target audience? Check out Pandora\u2019s Genome Project podcast recommendation engine, along with searching Apple\u2019s iTunes and the cast.market podcast directories.)<\/p>\n<p>The biggest mistake PR pros make in approaching his &#8220;HRchat&#8221; podcast, says Bill Banham, is \u201cpitching without offering educational content ideas. We get a ton of applications to showcase services and products, without connecting their goals with meeting our requirement of educating the business community about how to improve the world of work.\u201d<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/The-biggest-mistake-PR-pros-make-in-approaching-his-HRchat-podcast-says-Banham-is-\u201cpitching-without-offering-educational-content-ideas.-1.png\" alt=\"Bill Banham HR Chat Maccabee PR\" width=\"800\" \/>\u00a0\u201cThe best podcast pitches tell us why a potential interview would work on our podcast,\u201d adds Howard. \u201cWe had a pitch once that said, \u2018you\u2019ve covered this topic before, approximately six months ago, but from the male perspective.\u2019 The fact that they did their homework and knew how to stand out made us really want their guest on our show!\u201d<\/p>\n<h4>How to Knock on a Podcaster\u2019s Door<\/h4>\n<p>How do you approach producers with a guest idea? \u201cEmail me &#8230; although LinkedIn messages are also a great option,\u201d says Banham. \u201cWe aim to make the guest selection process as easy as possible.\u201d<\/p>\n<p>\u201cSend us a single email; we do pretty much everything via email,\u201d says Howard. \u201cHave everything summarized in that email. We don\u2019t need to know the person\u2019s complete backstory \u2013 so many pitches I receive are 10,000 words! But if you want to, yes, include some links.\u201d<\/p>\n<p>\u201cWhen a PR pro wants to give me a heads up about a great potential guest, a simple email is all that\u2019s needed,\u201d adds Jim Davis of the &#8220;HR Works&#8221; podcast. \u201cOur wait time to record is often three to six months, and PR people have to respect that. The entire podcast process is long, and the Jack Russell Terrier approach of some PR people adds unnecessary stress \u2013 which I can easily avoid by not selecting those guests. It\u2019s unfortunate that a potentially great guest might miss out because of the actions of their PR people. Of course, if it\u2019s a really big name, the added stress can be worth it!\u201d<\/p>\n<h4>How to Position Your PR Spokesperson as the Perfect Podcast Guest<\/h4>\n<p>\u201cPerhaps the most important thing to me is that the guest sounds natural,\u201d says Davis. \u201cI may have gone over the content of the podcast with the guest ahead of time, but I need to be able to explore topics beyond the scope of the preparation if the guest brings up something that deserves a closer look. When guests sound like they\u2019re reading their answers and waffle when they\u2019re asked questions they didn\u2019t prepare for, the whole episode sounds flat. I think of each podcast episode as a conversation, and that flow is really important to me.<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/3-14.png\" alt=\"Jim David HRchat Maccabee PR\" width=\"800\" \/><\/p>\n<h4>And for God\u2019s Sake, Podcasts are Not Advertising<\/h4>\n<p>\u201cThe biggest mistake that PR professionals make is when they think that our podcast is for promoting the organization or products,\u201d continues Davis. \u201cI know that can be hard for PR people to hear. Promotion should be as unintrusive as possible \u2013 we\u2019re dedicated to providing useful information and guidance to our audience. If a guest or host talks about something at the end of the podcast or makes a brief callout in the beginning, I find that to be a little more acceptable.\u201d<\/p>\n<h4>Understand How Podcasts are Consumed Differently Than Other Content<\/h4>\n<p>Research shows that half of all podcasts are consumed in the home, and one-fifth are consumed while driving. \u201cWe offer both a magazine and a podcast,\u201d says Banham. \u201cThe biggest difference is that podcasts can be consumed passively; for example, while you\u2019re commuting. Typically, our &#8216;HRchat&#8217; podcast is 20-25 minutes in length \u2013 that equates to 2,000 to 2,500 words in print \u2013 so the podcast is much more in-depth than typical 600 to 800-word articles.\u201d<\/p>\n<p>\u201cMagazine articles are summaries of quick information,\u201d notes Howard. &#8216;Our &#8220;Psych Central Show&#8217; podcast is a conversation about a subject \u2013 complete with deep dives, analogies, questions and even tangents \u2013 all tied together to give listeners a real world understanding of the topic.\u201d<\/p>\n<h4>Expect Longer-Than-You-Ever-Expected Lead Times<\/h4>\n<p>\u201cPodcast interviews can be booked and recorded pretty quickly,\u201d says Banham, \u201cbut the release date is usually at least four weeks later due to our backlog of shows.\u201d<\/p>\n<p>\u201cWe need at least four weeks, and often six to eight weeks\u201d of advance preparation before posting the podcast, says Howard. \u201cUnless the subject is in the news or VERY hot. But generally, our average is four weeks\u2019 advance notice.\u201d<\/p>\n<p>\u201cOur podcast airs every other week, and we receive five or so guest requests a month,\u201d says Davis. \u201cWe begin talking to guests four to six months ahead of the broadcast of their episode. Much of that is due to the time it takes to book a guest, prepare questions, conduct the recording, edit the episode, post it and distribute it. Even if we rushed the whole process, it would be at least a month from start to finish.\u201d<\/p>\n<p>* * *<\/p>\n<p>Still on the fence about adding podcasts to your marketing strategies? Look no further than these statistics \u2013 51% of the population has listened to a podcast; an estimated 22% of consumers (or 62 million people) listen to podcasts weekly; and Nielsen data indicates that 16 million consumers consider themselves \u201cavid podcast fans.\u201d<\/p>\n<p>What\u2019s more, new statistics reveal that podcast listeners are more likely to follow your company or brand on social media than non-podcast devotees. Whether you want to reach digital photographers, \u00e9clair-lovers, people in recovery, blues guitarists, scuba divers or IT directors \u2013 with more than 700,000 podcasts available, there\u2019s a podcast out there that your target audience is listening to. So why aren\u2019t you (and your brand) part of that conversation?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How can marketers like you get your CEO or brand spokesperson interviewed on a podcast that\u2019s heard by tens of thousands, or even millions, of listeners? And, 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 &#8220;Bloomberg Businessweek?&#8221; Until&hellip;<\/p>\n","protected":false},"author":2,"featured_media":655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Secrets of getting your company featured on a podcast: behind the scenes in podcast nation - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/secrets-of-getting-your-company-featured-on-a-podcast-behind-the-scenes-in-podcast-nation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Secrets of getting your company featured on a podcast: behind the scenes in podcast nation - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"How can marketers like you get your CEO or brand spokesperson interviewed on a podcast that\u2019s heard by tens of thousands, or even millions, of listeners? 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