With podcasts now one of the most trusted and engaging media channels, it’s no surprise that clients and prospects are increasingly asking how to get featured. As of 2025, there are more than 4.6 million podcasts worldwide. In the business space alone, more than 14,000 active business-focused podcasts are currently listed in English-speaking markets.
For professionals in B2B PR and tech PR agencies, this demand makes perfect sense. Unlike traditional trade interviews that often focus on news hooks, data, or product updates, podcasts offer a longer, more conversational format that allows spokespeople to show personality, share unique insights, and connect directly with audiences in a more authentic way.
But pitching a podcast is not the same as pitching a reporter or editor. Hosts care less about breaking news and more about compelling stories, fresh perspectives, and guests who can keep a conversation flowing naturally. To be successful, PR pros need to understand the nuances of podcast outreach, from researching the right shows to crafting personalized pitches that align with each program’s tone, topic, and audience.
Finding the Right Fit
Podcasts are deeply personal platforms. Listeners often tune in week after week because they trust the host’s perspective and enjoy their unique format and tone, making them an increasingly valuable tool for b2b communications and brand storytelling.
Every podcast follows its own rhythm. Some are highly structured, with segments like industry news, expert interviews, and quick Q&A sessions. Others are conversational, with free-flowing discussions that sound more like a coffee chat than a formal interview. Understanding that format is key to finding the right fit for your client or spokesperson, especially for brands working with a technology pr agency that knows how to match messaging to the right audience.
Before sending a pitch, take time to listen to a few episodes. Notice how guests are introduced, what types of questions are asked, and how long each episode runs. Does the host prefer big-picture insights or tactical advice? Do they feature company leaders, analysts, or practitioners? Once you understand the flow, you can tailor your pitch to highlight how your guest fits naturally into the conversation rather than forcing a press-release-style plug.
A good fit not only increases your chances of landing the booking but also ensures a smoother and more engaging interview that benefits both the host and the audience.
Are You the Right Fit? Making the Best Case for Your SME
Offering the right spokesperson is key to securing a great podcast placement. While a company leader or subject matter expert (SME) might be perfect for a trade interview or a quote in a press release, podcast hosts are looking for more than credentials. They want someone who can tell stories, speak naturally, and bring energy and authenticity to the conversation.
When deciding who to pitch, think beyond titles. For example:
- A leadership SME like a CEO or Chief Revenue Officer can shine on business or entrepreneurship podcasts where topics center on company culture, leadership lessons, and career growth.
- An AI expert fits perfectly on technology-focused podcasts such as AI in Business , where listeners crave insight into how innovation is reshaping industries. A guest who can break down complex concepts and discuss real-world applications without heavy jargon will resonate most.
- A cybersecurity professional such as a CISO or threat researcher is ideal for shows like Darknet Diaries or CyberWire Daily, which focus on stories behind attacks, lessons learned, and emerging risks. These guests succeed when they bring a human, relatable perspective to highly technical topics.
Podcasts thrive on personality, so it is not always about who has the highest title. It is about who can make complex ideas engaging and conversational.
Having a strong LinkedIn presence can also make a difference. Hosts often research potential guests before agreeing to an interview, and an active profile helps demonstrate both credibility and personality. Posts that show thought leadership, commentary on industry trends, or even glimpses into company culture can signal that your SME is confident, media-ready, and capable of connecting with listeners.
Finally, make it easy for the host to say yes. Include a short bio, a few suggested talking points, and links to any previous interviews or speaking engagements. This helps paint a clear picture of why your spokesperson is the right fit for their audience and sets the stage for a smooth, engaging conversation that benefits everyone involved.
The Value of Authentic Storytelling
With podcasts now one of the most trusted and engaging media channels, it’s no surprise that clients and prospects want to know how to get featured. Unlike traditional trade publications that focus on news hooks or product updates, podcasts offer a more personal platform where stories unfold naturally through conversation. They give spokespeople the chance to share not just their expertise but also their personality and experiences in a way written interviews rarely can.
Shows like Security Weekly or Easy Prey demonstrate the power of this format. Both explore timely cybersecurity and tech topics while giving guests the space to tell real stories about lessons learned, industry challenges, and innovations shaping the future. For B2B brands, these longer, more conversational discussions can build far stronger connections than a brief media quote ever could.
That personal connection is what makes podcasts so powerful. Listeners develop familiarity and trust with hosts and guests, turning each episode into an authentic exchange rather than a marketing moment. For brands, that authenticity builds lasting credibility and helps audiences connect with the people behind the company.
By taking the time to find the right show, offering a spokesperson who can bring both insight and energy, and crafting a tailored pitch that fits the program’s unique tone and audience, PR pros can help clients make a meaningful impression.