PR for Podcasts

A podcast PR agency gets your show and its hosts written about in the publications potential listeners, guests, brand partners and networks read, so that a search for the show or your name brings up features and interviews rather than only a directory listing. It turns the conversations inside your episodes into stories that reach people who have never pressed play.

This page explains how PR for podcasts works, which stories land, where we place podcasters and how to choose an agency, whether your show is based in the UK, the US or elsewhere.

Why press works for podcasts

Podcast discovery is hard. Charts favour shows that are already big, recommendation feeds are opaque and most listeners find new shows by word of mouth. Press is a form of word of mouth that scales. A feature about the host or the subject gives a reader a reason to search the show and try an episode.

Coverage also helps with the people who decide whether to work with you. High-profile guests, networks and brand partners look a show up before saying yes. A credible feature tells them the show is serious and the host knows the subject.

For hosts with a business, a practice or a book, the show is often the front door. Press is what makes that door visible to people outside your existing audience.

What a podcast PR agency does

• Finds the story. The reason the show exists, the host's expertise, the subject the show covers better than anyone else.
• Writes it to the publication's standard. Features, profiles and expert commentary that read like the title they appear in.
• Places it. Matching the story to business, culture, news and niche publications whose readers would genuinely listen.
• Times it. Lining coverage up with a launch, a new season, a landmark episode or a live recording.
• Builds the host's profile. Positioning you as an expert in your field, so the show benefits from your reputation and the other way round.

The stories that work for podcasters

A new show launching is not a story on its own. What editors want is what the show reveals. Angles that tend to work:

• The expertise. What the host knows, offered as commentary on news in the show's field.
• The findings. A theme that keeps coming up across interviews, or a pattern that guests keep describing.
• The origin. Why the host started the show and what gap it fills for listeners.
• The behind-the-scenes. How an independent show is produced, funded and grown.
• The guest angle. A conversation that shed light on something the wider press is already discussing.

Where we place podcasters

We work across business, culture and news publications, including MSN, Digital Journal, Grit Daily, CEO Weekly, Entrepreneur Today, US Insider and Kivo Daily.

The right title depends on the show's subject. A business interview show, a true crime series and a wellness podcast each need different rooms. For the most selective names, each publication page explains honestly how coverage happens there and what is realistic, and we tell you where we are pitching and why before anything is written.

How to choose a podcast PR agency

Ask every agency the same questions:

• Do you mean press or bookings? Some podcast PR services book you as a guest on other shows. Others place features about you in publications. Both can help, but they are different jobs, so ask which one you are buying.
• Which publications, specifically? A vague answer usually means a vague result.
• Do I approve everything before it goes live? The answer should be yes, every time, including any co-hosts.
• How will I know it is working? Our guide on how to vet a PR agency sets out what to check before you sign.

What podcast PR costs

It depends on the publications, how many features you need and over what period. A new show building awareness ahead of launch needs something different from an established host promoting a new season or a book. We quote each show individually rather than selling a fixed package. For a full picture of how agencies charge, see how much a PR agency costs.

How it works

Share the show, your expertise and the listeners you want to reach. We develop the angle, write the piece to the publication's standard and manage the placement. You review and revise until it is right, and nothing publishes without your approval. Coverage takes weeks rather than days, so start before a launch or a new season rather than the week it goes out.

If the host also speaks or writes, our pages on PR for speakers and PR for authors show how coverage supports each side of the work.

Frequently asked questions

What is PR for podcasts?

It is press coverage for a show and its hosts: features, profiles and expert commentary in publications, written to each title's standard and placed where potential listeners, guests and brand partners will read them.

Can PR grow a podcast audience?

It helps, but it is not a switch. Coverage gives new readers a reason to try the show and makes guests and partners more willing to say yes. The show still has to be worth coming back to.

Is podcast PR different from podcast guest booking?

Yes. Guest booking places you on other people's shows. Press PR places stories about you and your show in publications. Many hosts use both, because each reaches a different audience.