Questions and answers
Podcast pitching and PR questions, answered
These are plain answers to 48 common questions about podcast pitching, podcast publicity, PR services, pricing, and working with Susan von Seggern.
On Podcast Pitching answers from Susan von Seggern’s published framework and from named industry sources. Where a fact was not available, the answer says so and explains how to confirm it. Start with podcast pitching services for the overview.
Published by Susan von Seggern. Last updated: November 2026.
What podcast pitching and PR are
What is podcast pitching?
Podcast pitching is contacting podcast hosts and producers to propose a specific guest and episode idea. In Susan von Seggern’s media relations framework it sits inside sustained media outreach, alongside pitching print, broadcast, and online outlets, so podcast interviews support the same story a campaign tells everywhere else.
What are podcast pitching services?
Podcast pitching services are outreach done on a guest’s behalf: researching suitable shows, writing tailored pitches, and following up with hosts. Some providers only book podcasts. Susan von Seggern handles podcast pitching as part of a broader PR campaign that can also include press releases, lead service monitoring, and events.
What is podcast publicity?
Podcast publicity is earned exposure from appearing as a guest on podcasts, rather than paying for ad spots. A guest interview lets an expert explain a company, event, or idea in long form to an audience that chose to listen. Because it is earned media, the host decides whether to book a guest.
Is podcast pitching the same as podcast advertising?
No. Podcast advertising is paid placement, such as host-read sponsorship spots. Podcast pitching seeks a guest interview the host chooses to book on editorial merit. AdResults Media notes sponsorships can be negotiated to give an advertiser a 100% share of voice in episodes, but that is a paid media buy, not publicity.
What is a public relations campaign?
A public relations campaign is a planned, time-bound effort to earn attention for a specific goal, such as an event, launch, or announcement. Susan von Seggern builds individualized campaigns that combine established tactics like press releases and events with newer ones, including podcast pitching and hyper-local coverage.
What does a podcast publicist do?
A podcast publicist identifies shows that fit a client, shapes angles hosts will want, sends personalized pitches, follows up, and coordinates bookings. Susan von Seggern, a Los Angeles publicist with more than two decades in PR, folds this into sustained media outreach so podcast interviews reinforce coverage won through other channels.
What is a public relations specialist?
A public relations specialist plans and carries out communication that earns attention from media and the public, such as pitching journalists, writing press releases, and running publicity events. Susan von Seggern works as an independent publicist and PR consultant in Los Angeles, building individualized campaigns for event, corporate, cause, and cultural clients.
What is a public relations agent?
A public relations agent, usually called a publicist, represents a person, company, or event to the media, pitching stories and managing announcements to earn coverage. Susan von Seggern works in this role for her clients, combining sustained media outreach, press releases, lead service monitoring, and events into one campaign.
What does “podcast publicity rights” mean?
The phrase usually refers to the right of publicity: a person’s legal control over commercial use of their name, image, or voice. Guests are sometimes asked to sign a release letting a show publish and promote their interview. Rules vary by state and contract, so read any guest release carefully and ask an attorney about specific terms.
How podcast pitching works
How do I pitch to podcasts?
Find shows whose audience and usual guest level match your expertise, then send a short, personal pitch with a specific episode idea. Research pays off: in Podseeker’s analysis of 6,546 pitches sent April 11 to August 11, 2026, shows that usually book accessible professionals booked 4.5% of pitches, versus 0.4% for shows that book public intellectuals.
How do I find podcasts to pitch to?
Look for shows that already interview guests like you, with listeners who match the people you want to reach. Listen to recent episodes, note the format, and check how guests are booked. Focused shows are often more realistic: Podseeker found that pitches to shows above 100,000 listeners per episode booked none of 171.
What makes a podcast pitch stand out to hosts?
Specificity and personalization. A strong pitch names the show, refers to a recent episode, and proposes an angle built for that audience. Templates hurt: Podchaser reports that AI-generated template pitches are the single biggest reason for rejection, cited by 68% of producers as grounds for an immediate no.
How long should a podcast pitch be?
Short enough to read quickly: a subject line naming the idea, a few sentences on the guest and the angle, and a link to background material. There is no universal word count, so check each show’s guest submission page, which often states exactly what the host wants to receive and how.
Should I follow up on a podcast pitch?
Usually yes, once and politely, after a reasonable wait. Hosts receive many pitches and miss some. The numbers leave room for it: Podchaser puts the median response rate at 17.5%, so most pitches get no reply at all. Respect any show that says it does not accept follow-ups.
How does podcast pitching fit into a PR campaign?
In Susan von Seggern’s framework, podcast pitching is part of sustained media outreach, one of four pillars alongside press releasing, lead service monitoring, and events. A launch or event announcement can therefore produce news coverage and podcast interviews from one coordinated story rather than from separate efforts.
What are media relations services?
Media relations services are the work of earning coverage from journalists and hosts: identifying target outlets, pitching stories, distributing press releases, and answering source requests. Susan von Seggern’s media relations services follow her four pillars of sustained media outreach, press releasing, lead service monitoring, and events.
What happens after a podcast interview is booked?
The guest prepares talking points, confirms recording details such as time, audio setup, and video, and records the episode. Sharing the episode quickly matters because early listening is concentrated: Libsyn reports premium episodes achieve 65% of their total month-one audience footprint within the first 7 days of publication in 2026.
What are lead services in PR?
Lead services are feeds where journalists post requests for expert sources. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists seeking leads directly, and pitches contacts whose interests match her clients. She has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost, and Best Life.
Does Susan write press releases as well as podcast pitches?
Yes. Press releasing is one of her four pillars: announcing milestones through an exclusive or pre-brief model, then email servicing and, if budgeted, a newswire. For wire releases she recommends Business Wire for its respectability, and she has an annual deal with it that significantly saves clients money compared with one-off releases.
Who it is for
Who is podcast pitching right for?
Podcast pitching suits people with expertise and a story worth a long conversation: founders, executives, event producers, authors, and advocates. It works best when the guest has something timely to discuss, such as a launch, an event, or a book. Susan von Seggern describes the clients she serves best as interesting, newsworthy, and active.
Can podcast pitching help promote an event?
Yes, when timing is planned. Interviews with organizers, speakers, or performers can build awareness before the event takes place. Susan von Seggern has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events, and premieres, and treats events as one of her four media relations pillars.
Is podcast pitching useful for corporate PR?
It can be, especially for companies with a founder or executive who can explain a product, a market shift, or a launch in depth. Podcasts give a spokesperson time to speak at length to a focused audience. Susan von Seggern’s background includes corporate PR around the globe, and her published releases include technology and energy company announcements.
Does Susan von Seggern work with cause and cultural clients too?
Yes. She consults for event, corporate, cause, and cultural clients. Releases on her site include a nonprofit leadership book launch, a children’s sleep wellness partnership, a funk music reissue, and documentary campaigns. This site focuses on event and corporate work, but the same media relations framework applies to cause and cultural campaigns.
Do I need a big following to be a podcast guest?
No. Hosts care more about whether a guest fits their listeners than about follower counts. Fit with a show’s usual guest level matters a great deal: Podseeker found shows that usually book accessible professionals booked 4.5% of pitches, compared with 0.4% for shows that book public intellectuals.
Is Susan von Seggern one of the LA PR agencies?
She is a Los Angeles publicist and PR consultant rather than a large agency. She has spent more than 20 years in LA PR, including work as a major label publicist and as CEO of a boutique PR agency, and now consults directly for clients with a broad media and service-provider network.
Does Susan von Seggern work outside Los Angeles?
She is based in Los Angeles, and releases on her site cover clients and events in many places, including Miami, the Bay Area, Joshua Tree, Cambridge in England, and Iceland. Podcast pitching itself is not tied to location. Confirm whether she can take on your specific project through her contact page.
Pricing and packages
How much do podcast pitching services cost?
Prices vary by provider, by how many shows are pitched, and by whether pitching is bundled with other PR. This site does not publish Susan von Seggern’s rates because her campaigns are individualized. The reliable way to get a figure is to describe your goals and timing through her contact page and ask for a proposal.
What is in a public relations package?
A public relations package bundles PR services for a set scope, such as media outreach, press releases, and event support. Susan von Seggern builds individualized campaigns rather than fixed packages, drawing on her four pillars: sustained media outreach including podcast pitching, press releasing, lead service monitoring, and events.
Do podcasts pay guests?
Generally no. Guest interviews are usually unpaid editorial appearances, and the value to the guest is exposure and the chance to explain their work. Some shows charge guests for a spot, which is closer to advertising than to publicity. Ask a show directly about any fees before agreeing to appear.
Does using a newswire add cost?
Yes. Wire distribution is an added expense, which is why Susan von Seggern posts releases to a newswire only if budgeted. She recommends Business Wire for its respectability and has an annual deal with it that significantly saves her clients money compared with one-off releases through Business Wire or other wires.
How much does a podcast with 100,000 listeners make?
This site does not have reliable revenue figures for shows of that size, since earnings depend on ad rates, sponsorship terms, and audience. What published data does show is that such shows are hard to book as a guest: Podseeker found that pitches to shows above 100,000 listeners per episode booked none of 171.
Is podcast pitching worth it?
It depends on fit and follow-through. Podchaser reports a 5% median acceptance rate, roughly 1 in 20 pitches. That is why research and personalization matter, and why combining podcasts with press releases, lead services, and events, as Susan von Seggern does, spreads effort across channels instead of relying on one.
Compared to alternatives
Should I hire a podcast booking agency or a publicist?
A booking agency focuses on placing guests on podcasts. A publicist like Susan von Seggern treats podcasts as one channel within a campaign that can include press releases, lead service monitoring, and events. If podcasts are your only goal, a booking specialist may fit better; if you want coordinated coverage, a publicist may.
Are podcast guest matching platforms a good alternative?
They can be, for guests who want to run their own outreach. Matching platforms connect hosts and guests through profiles and requests, and the guest usually writes and sends the pitches. That takes time and pitching skill. A publicist handles that work and can tie the interviews to other coverage.
Can I pitch podcasts myself?
Yes. Many guests pitch themselves successfully by researching shows carefully and writing personal, specific pitches. The tradeoff is time: with a 5% median acceptance rate reported by Podchaser, you may need many pitches for a few bookings. A publicist adds research, contacts, and coordination with the rest of your PR.
What is the difference between media relations and public relations?
Media relations is the part of public relations focused on earning coverage from journalists, editors, producers, and hosts. Public relations is broader and covers reputation and communication with many audiences. Susan von Seggern’s media relations framework covers sustained outreach, press releasing, lead service monitoring, and events.
How do I choose between PR agencies?
Compare what each will actually do, who will do it, and how it connects to your goals. Ask about media relationships, tactics, past work, and how progress is reported. Susan von Seggern’s main website lists her four tactical pillars and a portfolio of past campaigns you can review before reaching out.
Podcast industry questions
Are podcasts declining in popularity?
Published figures point the other way. iHeartMedia reports 158 million monthly consumers, 55% of Americans, regularly tuning in. AdResults Media reports that in 2025, 70% of Americans age 12 and older had listened to a podcast. Podcastatistics expects the global industry to reach $39.63 billion this year, up from $30.72 billion in 2024.
How much time do people spend listening to podcasts?
On average, podcast listeners spend about 7 hours per week with their favorite shows, according to Podcastatistics. That long-form listening is why a guest interview can explain an idea in more depth than a short news mention, and why hosts are selective about who they book.
Who listens to podcasts?
A broad audience that skews young. AdResults Media reports that 66% of listeners ages 12 to 34 tune in monthly, and that 73% of Americans 12 and older have consumed podcast content in audio or video format, roughly 210 million people. That reach makes podcasts relevant to both event promotion and corporate messaging.
How do I get advertisers for my podcast?
That question is about selling ad space, which is outside this site’s focus on earning guest appearances. Generally, podcasters grow their audience, prepare a media kit, and approach sponsors or ad networks. AdResults Media notes sponsorships can be negotiated to give an advertiser a 100% share of voice in episodes.
Do I need an LLC for my podcast?
Not necessarily; many podcasts start as hobbies or sole proprietorships. An LLC can separate personal and business liability once a show earns income or signs contracts. Requirements differ by state, so confirm with an accountant or attorney. This question concerns podcast hosts, while this site covers pitching guests to shows.
Is there a podcast that talks about marketing?
Yes, many podcasts cover marketing, advertising, and PR, and they often interview practitioners as guests. This site does not rank shows. To find current ones, search a podcast directory by topic, check recent episodes and guest types, and consider whether your expertise fits their audience before you pitch.
Getting started and common problems
How do I get started with Susan von Seggern?
Use the contact page on her main website, susanvonseggern.com, to describe your event, company, or announcement and the coverage you want. Include timing, such as an event date or launch window, so media outreach, press releases, and podcast pitching can be planned around it.
How far ahead should event PR and podcast outreach start?
Earlier is better, because many podcasts record episodes well before they air. Exact lead times vary by show and outlet, so a common approach is to begin outreach as soon as event details are confirmed. Ask Susan von Seggern for a timeline specific to your event when you contact her.
Why are my podcast pitches being ignored?
The most common causes are poor fit and generic wording. Podchaser reports that AI-generated template pitches are cited by 68% of producers as grounds for an immediate no, and the median response rate is 17.5%. Pitching shows whose guests resemble you, and referring to specific episodes, usually helps more than sending more pitches.
What if a big podcast says no?
Expect it and adjust. Large shows rarely book unfamiliar guests: Podseeker found shows with 10,000 to 100,000 listeners per episode booked 0.3% of pitches. Focused shows whose audience matches your goals often make better targets, and each interview you record becomes material for the next pitch.
What should I include when I first contact Susan?
Include who you are, what you are announcing or hosting, the date or window that matters, and who you want to reach. Mention any coverage you already have and the spokespeople available for interviews. That gives her what she needs to judge which of her four pillars, including podcast pitching, fit your campaign.
Still have a question?
Ask Susan von Seggern directly through the contact page on her main website, and include your event date or launch window if you have one.
Contact Susan von Seggern