My love for wedding industry podcasts knows no bounds. Funny enough, it stems from an initial desire to fill hours I spent traveling here and there.
But over time, I realized that this modern media format was going to change the way wedding professionals spread the word about their brand.
While it’s always great to see a client quoted, or a guest blog submission go live. But there’s something about that unmatched glimpse of personality that pops up when you can hear that person speaking on a favorite topic, or interacting with the host. It’s a proven fact that couples select their wedding professionals in part due to their personality, and podcasts are the perfect vehicle for sharing that side of your brand.
The great news is that the formula for pitching to a podcast does not deviate very far from best practices for reaching out to more traditional media outlets.
First- do your research
Research still serves as the foundation for a great pitch. Study the various podcasts within your scope of expertise- look at past topics and commit to listening to a number of episodes to get a general feel and tone.
You’ll want to ask yourself:
- First, what’s the typical format? Do they typically bring in guests and if so, with what frequency?
- Next, do any initial conflicts come to mind? Is the host, for example, a planner- and you yourself a planner? Have they already brought on a number of your competitors?
- Are they more educational or entertaining? What do they seem to particularly value about guests that they bring on?
Creating the right topics to pitch
If you think it may be a fit, begin developing topic ideas. Make sure they are subject areas that you can speak on for a length of time and that you aren’t pitching something they’ve already covered. Questions you may to ask yourself include:
- What areas of the industry truly interest me and I can speak on with enthusiasm?
- What topics am I already considered an expert on?
- What topics are people typically asking to pick my brain about?
- What would potentially lead to the right revenue-generating call to action?
Start with two topics and before the final pitch, triple check that they aren’t ones already covered on the podcast.
Prepare your podcast submission
Visit the podcasts’ respective web sites, review submission guidelines and begin gathering the necessary components. If the podcast has a submission form, expect that you’ll need to complete your full contact information, social media links, topic (or topics), your background and why you may be a fit.
In some instances, you may not come across a formal process. Instead, prospective guests are encouraged to send along an email with a brief note introducing yourself. In this instance, it would be wise to include a following:
- How you came across the podcast (don’t forget to mention that you’re a listener if you are!)
- The reason you’re reaching out
- Your two or so podcast topic ideas and why you think they may be a fit
- Just a few lines (2-3) about you- who you are and top highlights about your company
- The link to your web site so they can review more about you as needed
Thank them for their consideration and make a note to follow up in 1-2 weeks, unless their submission guidelines say it may take longer to hear back.
What to do with a rejection
If they decline, then consider it an opportunity to resubmit the topics to another podcast. In other instances, the host may decline the topic but encourage you to send in other ideas. With this scenario, don’t rush to jump in with more ideas. Be sure to revisit their site and put together a thoughtful response.
Find that you don’t hear back at all? After two follow ups, it’s perfectly acceptable to reach back out and respectfully withdraw the topics. Why reach back out at all? Ultimately, they may come back int six months and accept it, but then you’ve already pitched it and had it published elsewhere. It’s best to close the circle on that communication and consider trying again down the road.
Let’s talk exclusivity
It’s worth noting that you will also want to be mindful of exclusivity when pitching to podcasts. Generally, within the wedding industry, we only submit two or so pitches a month, to ensure competing podcasts aren’t having the same guests within a similar time frame. While each podcast often has its own following, much like real wedding submission, you want to offer a professional courtesy to the media, so that they can ultimately ensure they are offering fresh content to their readers.
Remember the art of gratitude
No matter the outcome, it’s essential to be gracious and share your appreciation- whether it’s an acceptance, or simply a consideration. It’s better to leave the right impression rather than disappear altogether. After all, who knows when you may connect down the road.
The power of the podcast interview can be substantial, especially with younger generations consuming this medium daily. If you are ready to make your mark with wedding industry podcasts, remember that some of the most traditional best PR practices will still serve you well.