One of the best ways to grow your credibility is to appear as a guest on podcasts. If you’re a podcast host yourself, being on a different podcast gets you in front of a pool of new potential listeners that you can bring back to your show with you.
However, that doesn’t mean you should agree to be on all of your friend’s podcasts just because they asked you. It’s important to be strategic and get on the right shows that will get you in front of your target audience.
Hiring a publicist to get you booked on the right podcasts can take the task off your plate. Plus, a publicist can be more strategic about getting you on the right shows. Is it for you?
The Role of a Publicist
Publicists have been around for a long time, but it’s a rather new field in the podcast industry. Traditionally, publicists book public figures on media interviews to help them promote their latest projects.
For example, every time a new teen movie comes out on Netflix and the stars show up in a Vogue interview playing with puppies, it’s because their publicist helped book them for that interview.
Most people hire publicists for short periods of time around the launch of a new project. If the phone is ringing off the hook with requests for interviews, a publicist can help you choose the best ones and control the chaos. If the phone isn’t ringing enough, a publicist can drum up more interest for you.
It works the same way in the podcast space. If you have a chart-topping podcast and your influence is growing, you’re going to start getting tons of requests to do other podcast interviews. When you hire a publicist, all of those requests go to them instead of overloading your inbox.
On the flip side, if you’re still growing your podcast and want to get in front of new listeners, a publicist can pitch you to podcasts within your niche and get you booked as a guest.
Oh, and you don’t have to host your own podcast to hire a podcast publicist. Authors, actors, and other public figures often book podcast interviews to talk about their non-podcast projects because they know that their audience is listening to podcasts.
The Benefits of Hiring a Podcast Publicist
As I said, a publicist can take a huge task off your plate and help you get in front of new audiences. From there, the benefits can be huge:
- Build trust and credibility with a bigger audience
- Your name gets known and you become an expert in your field
- Listeners convert into customers
- Book the right podcasts, not misaligned ones
- Reach connections through your publicists that you didn’t have before
- Promote your podcast, book launch, online course, or other new product
Do you need a publicist to accomplish these things? Maybe not, but a publicist can make your efforts go further. They become your advocate, and their entire job is centered on your success.
As a business owner, podcast host, or online entrepreneur, you already wear multiple hats. Hiring a publicist is one way to delegate your work and reach your goals.
What to Look for in a Podcast Publicist
There are three crucial things to expect from a great podcast publicist:
- They communicate well
- They have connections that will help grow your brand
- They love your “product”
In the podcast industry, poor communication doesn’t fly. You need a publicist who is reliable, responds to your emails and takes your business seriously. One way to determine whether or not a publicist is a good communicator is to ask your peers. If a friend who is a bit further along than you has a podcast publicist that they love, that’s a great place to start.
Next, a publicist needs to be able to get you into “rooms” (IRL and virtual) that you can’t get yourself into. They need industry connections that can grow your reach. Otherwise, you could do the work yourself and save your money.
Lastly, you want your publicist to actually like your “product.” Whether your product is an actual product, a book, or you as a brand, they need to love it enough to want to push you to the next level of your business. The more fired up they are for you, the harder they’ll work for you.
Where to Get Started When Hiring a Podcast Publicist
Before you sign a contract with a publicist, you need to make sure they’re the right fit for you. Not only do they need to meet the above expectations, but you also want to vibe well with them personally. This could be a long-term business relationship, so don’t hire anyone without having a meeting first.
I encourage you to meet with more than one publicist before you decide who to hire. Each meeting will make the right fit clear.
During the meeting, ask about their preferred communication methods, their past experience, and how they strategize with their clients to meet their goals.
Share what you want to get out of the relationship and see if their response is enthusiastic or not. Tell them what types of podcasts you hope to book guest spots on, and ask what shows they can see you on too.
Again, asking friends for referrals is a great way to meet potential podcast publicists. Your friends can tell you candidly exactly how the publicist has worked for them and whether or not they’ve helped to grow their business.
Learn More About Podcast Growth in Mic Check Society
Do you have more questions about hiring a podcast publicist? Still not sure if it’s right for you at this stage of your business?
Join us inside Mic Check Society, my membership program for podcasters where I teach you everything I know about the podcast industry. I’m also bringing in experts in other areas, like Christina Lenkowski, an actual podcast publicist who was recently on Clocking In with Haylee Gaffin. Join Mic Check Society to watch her exclusive training about getting on podcasts as a guest!
Mic Check Society is also a great way to meet your peers and connect with other podcast hosts.