On this solocast episode, On Prime of PR host Jason Mudd responds to a fan letter about ideas for pitching to podcasts.
Tune in to study extra!
Watch the episode right here:
Take heed to the episode right here:
5 belongings you’ll study in the course of the full episode:
- Do your analysis — know the present
- Pitch uniqueness and experience
- Observe up
- Keep away from frequent errors
- Preparation and promotion issues
About Jason Mudd
Jason Mudd hosts On Prime of PR. The World Communication Discussion board named him North America’s prime PR chief. He’s an expert public speaker, accredited public relations practitioner, printed creator, podcaster, and entrepreneur.
Jason is a trusted adviser and dynamic strategist to a few of America’s most admired and fastest-growing firms. His previous PR purchasers embody American Airways, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Consolation, and Verizon.
He’s the CEO and managing companion of Axia Public Relations. Forbes Journal named Axia one in all America’s Greatest PR Businesses.
Quotables
- “It’s ultra-important to eat the podcast earlier than pitching to know its focus.” — @JasonMudd9 (4:23)
- “Once you ship a pitch, present some context about who your professional is. A hyperlink to their LinkedIn profile can be nice. If they’ve a standard identify like John Smith, perhaps embody a photograph of what they seem like so once we’re doing our due diligence, we will simply discover them.” — @JasonMudd9 (7:50)
- “You’d be higher off spending time crafting one nice pitch than spending a little bit time on a whole bunch of pitches and getting a bunch of no’s. Double down on the reveals which have the fitting viewers, the fitting subject, and the fitting match.” — @JasonMudd9 (15:30)
- “Give you a extremely good subject — one thing distinctive that your visitor has a provocative, contrarian, or distinctive viewpoint on. I’m in search of one thing that basically pops and resonates with our viewers.” — @JasonMudd9 (13:21)
- “It is likely to be simple to say it’s simpler to pitch a podcast than it’s a main information outlet, however you’ve acquired to remember there are big-time podcasts on the market which might be simply as in demand as any mainstream, tier-one media outlet.” — @JasonMudd9 (2:36)
Sources
Further Episode Sources from Axia Public Relations:
Episode Highlights
[02:36] “It is likely to be simple to say it’s simpler to pitch a podcast than it’s a main information outlet, however you’ve acquired to remember there are big-time podcasts on the market which might be simply as in demand as any mainstream, tier-one media outlet.”
[04:23] “It’s ultra-important to eat the podcast earlier than pitching to know its focus.”
[07:50] “Once you ship a pitch, present some context about who your professional is. A hyperlink to their LinkedIn profile can be nice. If they’ve a standard identify like John Smith, perhaps embody a photograph of what they seem like so once we’re doing our due diligence, we will simply discover them.”
[13:21] “Give you a extremely good subject — one thing distinctive that your visitor has a provocative, contrarian, or distinctive viewpoint on. I’m in search of one thing that basically pops and resonates with our viewers.”
[15:30] “You’d be higher off spending time crafting one nice pitch than spending a little bit time on a whole bunch of pitches and getting a bunch of no’s. Double down on the reveals which have the fitting viewers, the fitting subject, and the fitting match.”
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Transcript
00:00:00:00 – 00:00:09:29
Announcer
Welcome to On Prime of PR with Jason Mudd, offered by Evaluate Maxer.
00:00:09:29 – 00:00:25:01
Jason
Hi there and welcome to On Prime of PR. I am your host, Jason Mudd with Axia Public Relations. And right now is a solo forged. For those who’ve been a fan of our present for some time, you recognize that solo casts are each fifth episode and in each fifth episode, it is simply you and me, and I am sharing some PR ideas.
00:00:25:03 – 00:00:46:09
Jason
Whether or not they’re subjects, ideas or traits or some insights that I’ve to share with you. And right now we’ll just do that. At present we acquired a chunk of fan mail from consumer 6626 who’s in Wisconsin. He writes in and she or he writes in and says, I like the podcast and would get pleasure from an episode on pitching to podcast.
00:00:46:11 – 00:01:07:05
Jason
Effectively, consumer 6626, whoever you’re, thanks a lot for writing in. We’re glad that you just did, and we’re completely happy to, enable you to out with this request. In truth, our staff thought that was a extremely good request. And we’re very completely happy to share some insights from it. Actual fast. I need to speak about this for, in two angles.
00:01:07:06 – 00:01:32:23
Jason
Angle primary is, you recognize, I am a podcaster. So we get pitched on a regular basis to have company on our podcast. So I feel I’ve acquired, distinctive expertise and {qualifications} that will help you out with that right now. Person 6626, in addition to the remainder of our viewers, but in addition as an individual who’s, had a profession in journalism and in PR with an emphasis in media relations and pitching media for earned media protection.
00:01:32:26 – 00:01:50:02
Jason
I really feel uniquely certified to speak about this subject as effectively. So let’s simply begin out with a fast define that I put collectively right here. In making ready for this episode. To start with, primary goes to be, the steps. I feel they will be analysis. Step two is the pitch. Step three is following up.
00:01:50:04 – 00:02:09:08
Jason
And perhaps step 4 or perhaps someplace in between. The first step and two goes to be this factor of realizing the present. So let me simply set the desk actual fast. We’ll put within the episode notes oneway links to earlier episodes the place we have actually accomplished a deep dive into media relations and earned media protection as a result of pitching podcasts are going to be similar to that.
00:02:09:08 – 00:02:36:27
Jason
So the handful of instances we have talked about media relations and the webinar we’ve on pitching media and completely different movies, we’ll put hyperlinks to that to be useful to you, in addition to, a few of our ebooks and different assets to your comfort. However, you recognize, podcasting is a little bit bit completely different. And, you recognize, I am going to use some generalizations as I clarify this to you, however not all these conditions are going to be, constant.
00:02:36:27 – 00:02:56:28
Jason
So, for instance, it is likely to be simple to say it is simpler to pitch a podcast than it’s a main information outlet. However you bought to remember there are huge time podcasts as effectively which might be on the market. And, you recognize, they’re simply as in demand as any mainstream, tier one media outlet. However there are quite a lot of podcasts who’re longing for company.
00:02:56:28 – 00:03:20:10
Jason
And so that you’re offering service or worth to them, similar to you’ll be offering service or worth to a information reporter while you’re bringing them an professional supply or useful subject, or giving them data they did not have for a newsworthy story. So simply to get began once more, I am somebody who receives, quite a lot of pitches to be on our podcast, and I’ll speak about a number of the errors individuals make.
00:03:20:10 – 00:03:39:20
Jason
Are, podcast coordinator, Holly and I, we’re speaking earlier than I press document, and he or she had quite a lot of ideas on this, too. So, it is I am very glad that she shared her enter. So let me simply begin with my enter. So it is about as soon as a day, not less than as soon as a day, I am getting a pitch request from somebody, suggesting a visitor for our present.
00:03:39:20 – 00:04:03:25
Jason
It is usually a PR particular person. It is usually a PR particular person at an company. Or it may be anyone, in-house. I am sorry. Or it could possibly be anyone who is definitely pitching themself as a visitor on the present. We welcome each. Each on each choices. Each strategies are nice. It is generally simpler to have anyone characterize you from, a PR company simply because they seem to be a skilled.
00:04:03:27 – 00:04:23:01
Jason
They’ll deal with, you recognize, essential suggestions. They’ll handle the main points for you, and you’ll give attention to what’s your highest and greatest use. The issues I might say that folks make a mistake once more, going to our define of, analysis pitch, comply with up and know the present or let’s name analysis slash know the present first, you then pitch and you then comply with up.
00:04:23:03 – 00:04:46:04
Jason
So, to start with the analysis, let’s spend a while on that. I feel it is extremely vital that you just spend time truly consuming the podcast. I get pitches, once more daily the place anyone is saying, I like the present. I all the time study one thing. What a fantastic present you’ve got acquired. You are doing a fantastic job podcasting. One thing very flattering, you recognize, which is good if it is genuine.
00:04:46:04 – 00:05:15:26
Jason
However quite a lot of instances it does not really feel genuine. It seems like that is only a copy and paste of what they inform each podcaster and each podcast present. However the place I am entering into saying doing a analysis is as soon as they flatter me than they usually have one thing else to say after that, like pitching their guess. And quite a lot of instances, as is Holly identified earlier than, we press document, quite a lot of instances these persons are coming to us and so they’re pitching us one thing fully out of left area, fully unrelated to the subject of on prime of PR.
00:05:15:28 – 00:05:35:12
Jason
Proper? And they also’ll are available in and say, oh, I’ve acquired nice ideas for small companies, for retirement packages for his or her staff, or I’ve acquired nice ideas for small companies, on methods to negotiate higher offers with their janitorial service or, you recognize, one thing like that. So primary, our target market just isn’t a small enterprise proprietor.
00:05:35:15 – 00:06:10:19
Jason
Our target market just isn’t anxious about small enterprise operations. What they’re anxious about is, public relations, company communications, exterior relations, advertising, and many others. all of this stuff form of within the realm of who we’re and what we do. We additionally get pitches from, for company who’re, you recognize, a graphic design professional, a paid media professional, ppc promoting, simply issues that are not particularly about PR and we’re most likely not going to have anyone on the present speaking about these subjects as a result of they’re simply not associated to being on prime of PR.
00:06:10:21 – 00:06:31:00
Jason
You assume that will be apparent within the identify, however generally it isn’t. Additionally, everyone knows as public relations advertising professionals or simply individuals eager about studying the career that folks will simply spray and pray or do a shotgun impact the place they blast out an e-mail or spam everyone hoping that one thing works. However the fact is, as I mentioned earlier, you would be higher off researching the outlet.
00:06:31:00 – 00:06:50:20
Jason
The are the present that you just need to do, that you just need to pitch. Make investments a little bit time getting aware of it so your pitch is correct on the cash, proper within the bullseye and proper on course. The opposite factor I get quite a lot of pitches for, imagine it or not, are different PR corporations wanting their very own or their management staff member or anyone to be on our present, and we simply do not do this?
00:06:50:22 – 00:07:14:19
Jason
You recognize, we produce this podcast, by way of Axia. Axia funds it. It is our firm, our company. We need to ensure the phrase is getting out about Axia. We’re not inclined to place, anyone else, within the highlight from, our eight from one other company. And in order that’s simply form of like frequent sense issues that I discover are form of lacking from quite a lot of the pitches that we get.
00:07:14:21 – 00:07:29:08
Jason
And the opposite factor is when you find yourself sending a pitch, and I went by way of an episode not too long ago the place I form of dissect a number of the pitches that I’ve acquired, both for the podcast or for different issues, and we’ll undoubtedly put a hyperlink to that within the episode notes. For those who hadn’t seen that solo forged, I believed it was a fairly good one.
00:07:29:10 – 00:07:50:15
Jason
However Holly had a pair factors. Once you ship a pitch, she’s asking or she has a superb suggestion, which is, you recognize, present some context about who your professional is, which means, you recognize, a hyperlink to their LinkedIn, profile can be nice. And if they have a standard identify like John Smith or one thing, and also you did not present a LinkedIn hyperlink, you recognize, perhaps a photograph of what they seem like.
00:07:50:15 – 00:08:22:02
Jason
So when Holly and staff are doing their due diligence and form of, screening and vetting who these persons are on social media and different locations, they’ll simply discover you. And in the event that they when you have a common identify like John Smith, perhaps a photograph to verify it is the fitting person who, you recognize, she’s trying into as a result of imagine it or not, we’ll vet that particular person earlier than we even reply to your e-mail to guarantee that they, you recognize, take a look at their social media following, take a look at their credentials, take a look at their expertise, and simply form of guarantee that we really feel prefer it is smart for that.
00:08:22:02 – 00:08:45:18
Jason
In order that’s a extremely good tip. And simply form of assist us perceive how huge is that this particular person’s following, in the event that they’ve written a e book, what number of copies have been offered? You recognize, simply any form of information factors that form of assist them stand out. So if this particular person has 1,000,000 followers on social media and so they’re true natural followers, that could possibly be attention-grabbing to us, as a result of that signifies that after they assist promote the present, that is going to be precious.
00:08:45:18 – 00:09:14:14
Jason
And by the best way, that must be a part of your provide too, is to assist co promote the episode between mutual platforms. After which following up, it’s good to comply with up. Following up is absolutely vital. Do not neglect or overlook comply with ups. Observe ups are the important thing to success. So when you find yourself, for this episode of, Pitching podcast, I’ll say work in pre plan your comply with ups, similar to you had pre-planned your efforts for, the unique pitch.
00:09:14:14 – 00:09:33:04
Jason
So as soon as you’ve got accomplished the unique pitch, I might suggest you schedule a sequence of following up. Perhaps not automated, perhaps not dripped, however indirectly the place you’ve got already form of thought by way of. What further worth on this case might I add to Jason and his staff for on prime of PR as a superb motive to get me to return on the present.
00:09:33:06 – 00:10:00:27
Jason
So for instance, primary, you may say, you recognize, you ship your base pitch, proper, which is hopefully masking the issues I talked about. And there is a comply with up, you say, hey, you recognize, in the event you want extra subjects, listed here are a couple of extra you possibly can contemplate that my professional can be good at. You’ll be able to comply with up once more and simply say, hey, simply so you recognize, you recognize, my professional goes to be talking at this distinguished convention arising or, you recognize, or perhaps it is the Public Relations Society of America, NSA’s worldwide convention referred to as Icon.
00:10:00:27 – 00:10:26:24
Jason
So perhaps your professional goes to be talking for our present, not less than at PRC icon. You need to draw consideration to that. Perhaps your speaker, perhaps your professional simply received an award. Perhaps they’re dropping a e book like give me one other hook to form of refresh why we must always contemplate this particular person. And in the event you do not hear again from us straight away, by the best way, talking of comply with ups, perhaps it is as a result of we’re nonetheless vetting them, or we’re performing some work on our personal to attempt to study extra about this particular person, and make an inside determination.
00:10:27:01 – 00:10:46:04
Jason
You recognize, we do not meet daily to speak about who our upcoming company can be. And by the best way, we’re recording episodes generally two months forward of time. And so it isn’t like we have to reply instantly, to your question. We’ll simply put it on the listing of consideration. Talking of the listing consideration, you is probably not conscious that we have got like, you recognize, 510.
00:10:46:04 – 00:11:04:16
Jason
I do not understand how many individuals listed as form of like, hey, sooner or later perhaps we’d interview this particular person, form of factor. And that is all the time good to have. Going again, form of realizing the present, I need you to know whether or not or not the present is an audio or video model. If it is audio or video, it’s good to ensure your professional is ready.
00:11:04:16 – 00:11:35:17
Jason
And so they’ve acquired a superb background, good lights, good mic, good digicam, good setup. I am amazed at what number of, you recognize, excessive rating, executives with, you recognize, very distinguished firms, present as much as do an episode with us. And we both need to, reschedule it or do quite a lot of hand-holding to get it arrange. There’s, one actually huge company that we’re very grateful that sends us quite a lot of their purchasers to be interviewed on the present, and their purchasers are actually, you recognize, sensible, skilled, and, and are available from distinguished organizations.
00:11:35:19 – 00:11:53:08
Jason
However candidly, we have needed to do quite a lot of teaching to assist that consumer of theirs be prepared, digicam prepared, have their background look good, their lighting look good, that the company simply did not hassle doing an advance, which is absolutely, actually, a missed alternative. And a little bit little bit of a gaffe on them. You need to be sure to arrive early.
00:11:53:10 – 00:12:18:11
Jason
You need to guarantee that, you recognize, you are prepared, that you just’re useful. Your visitor is prepared and useful. You additionally need to take a look at the setup. You need to ensure, you recognize, once more, do some dry run along with your company, ensure they give the impression of being completely digicam prepared and so they look pretty much as good as potential. One other factor to pondering, Mark, consider, is we have had lots of people, from completely different PR businesses or perhaps even colleagues ask if they are often in attendance in the course of the podcast.
00:12:18:11 – 00:12:39:29
Jason
And the issue is that one that truly can affect doubtlessly, the bandwidth to, there’s like a chat operate in our software program. And generally persons are simply leaping in and chatting in the course of the, the stream or in the course of the recording, which is form of distracting for each their consumer or the visitor, in addition to for myself and the staff that is engaged on placing producing the episode.
00:12:40:02 – 00:12:58:25
Jason
So I might say, you recognize, past pitching, when you get it booked, you recognize, be a superb steward and a superb citizen, a superb participant, a quiet observer of the podcast, in the event that they even allow you to do this. And actually, what we have needed to do is pull again on that. We do not enable that anymore, due to a number of the detrimental or, experiences that we have had.
00:12:58:28 – 00:13:21:23
Jason
In order that’s actually some ideas that I’ve on, you recognize, the way you pitch podcast. However I am going to enter a little bit couple extra steps right here, which might be, one step is to give you a extremely good subject, determine that subject that’s distinctive, that your professional has or your visitor has, a provocative, contrarian or distinctive viewpoint that nobody else has.
00:13:22:00 – 00:13:46:13
Jason
I am in search of one thing that basically pops and, one thing that makes quite a lot of sense, that’s attention-grabbing to our viewers. It may resonate with them. That is going to offer us a extremely good subject or title for our present. Second factor I might do or I might consider is you do that subject you gotta hold it’s best to remember the fact that even the very best skilled public audio system have one subject, and so they give attention to that one subject solely.
00:13:46:15 – 00:14:12:29
Jason
They could make that one subject is a keynote presentation, 100 instances or 1000 instances. And it is likely to be simply the abstract of the e book they wrote or of a singular place that they’ve within the market. However I would like a visitor that is accomplished different podcasts. That is, you recognize, an actual professional that is aware of their subject rather well versus simply grabbing a fast subject and and improvising or pivoting to do, our present.
00:14:13:02 – 00:14:24:10
Jason
Upon getting that subject lock down, then discover related, reveals, create an inventory of related reveals which might be a superb match. One factor I might say is ensure these reveals have company. There are some podcasts that do not have company, and so
00:14:24:10 – 00:14:43:24
Jason
You are form of losing everybody’s time and also you’re exhibiting that you just did not do your homework. And once more, there’s the pitch. Proper? Then when you pitch, there’s the comply with up and be useful. After which once more, as I discussed earlier, you need to promote the episode, promote the looks. Tag these present on social media. Be sure to’re drawing consideration to it each earlier than, throughout and after.
00:14:43:27 – 00:15:06:06
Jason
It airs. However in any other case I might encourage you to take a look at our different, episodes the place we speak, we stroll by way of the the 18 step course of for documented, confirmed, course of for earned media protection, which we have not too long ago up to date to twenty, steps. And quite a lot of the opposite content material we produce, as a result of pitching a podcast is absolutely no completely different than pitching a radio present or a TV present or one thing.
00:15:06:06 – 00:15:30:14
Jason
It is only a completely different format. It is a little bit bit extra on demand, and simply get higher with each pitch that you just make, make your pitch hyper customized, you would be higher off spending quite a lot of time on one pitch, then spending a little bit time on a whole bunch and getting a bunch of zeros or no’s, versus actually doubling down on. That is the one present that we actually need to be on, that has the fitting viewers that we’ve a superb subject for, and we predict we’re a superb match for.
00:15:30:16 – 00:16:04:03
Jason
And do not take it personally if the response isn’t any, you recognize, I might personally relatively you spend time pitching shops that, you recognize, are reveals that you recognize, are going to be a superb match, then spend quite a lot of time losing, different individuals’s time in yours, pitching one thing that is not a superb match. One other device. There is a couple instruments which might be on the market that is likely to be attention-grabbing the place you’ll be able to log on, like, hear notes, has a hear rating, and you’ll go in and search a listing, of podcasts and see which of them have what sort of viewers and simply study sufficient about that, that present.
00:16:04:03 – 00:16:21:26
Jason
So you’ve got acquired the flexibility to do a superb job of pitching them. So these are all my ideas on that. When you’ve got extra questions, be happy to succeed in out to us. Once more, we recognize the, the request right here for an episode. And, you recognize, pitching podcast is a good way to get your, your consumer on the market,
00:16:21:26 – 00:16:26:00
Jason
to get your self on the market and reap the benefits of, of reaching new audiences.
00:16:26:04 – 00:16:44:21
Jason
And if potential, be on video. If potential, ask them for a replica of the recording, and switch these recordings into reels and be sure to tag the unique present and actually simply promote the heck out of it. As a result of it is a fantastic alternative to get your story on the market to your individual viewers, together with their viewers. Hey, so I hope this was useful.
00:16:44:21 – 00:17:02:14
Jason
Please tell us what components have been useful. For those who discovered one thing or discovered one thing precious, we might love to listen to about that. In any other case, Jason Mudd right here at Axia Public Relations on behalf of On prime of PR with Jason Mudd signing off. Thanks to your loyalty and your listenership. And if there’s something I can do for you, please let me know.
00:17:02:14 – 00:17:10:00
Jason
In any other case, I hope one thing nice occurs to you right now and that you just may spend a minute sending this episode to a colleague or good friend you assume would profit from it.
00:17:10:00 – 00:17:24:18
Jason
hey, from all of us at a prime, a PR and a Public Relations, we’re wishing you and your loved ones a beautiful vacation. We’ll take a while off from the present for the vacations, however we’ll be again robust in 2025 and we want you a really profitable and affluent, in addition to wholesome 2025. From all of us at Axia and On Prime of PR, be effectively.
00:17:24:18 – 00:18:20:09
Announcer
This has been On Prime of PR with Jason Mudd offered by Evaluate Maxer. You should definitely subscribe so you do not miss an episode and take a look at previous episodes at ontopofpr.com.
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About your host Jason Mudd
On Prime of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for a few of America’s most admired manufacturers and fastest-growing firms. Since 1994, he’s labored with American Airways, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Consolation, and Verizon. He based Axia Public Relations in July 2002. Forbes named Axia as one in all America’s Greatest PR Businesses.
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