Four steps for writing an effective press release for your podcast

Writing an effective press release

Four steps for writing an effective press release for your podcast

Public relations are an important part of a podcast's audience acquisition strategy. Whether you've just launched your podcast, or you're looking to grow your podcast's audience, consider contacting journalists with a good press release.

Clementine Roux, a Podcast Marketing Consultant, shares her tips for writing an effective press release.

October 6, 2021 • About 5 min. read

Writing a press release allows you to increase recognition for your podcast. This is the first step in Ausha’s listener journey. 🚀

63% of podcasters attending Ausha’s June 17th Podcast Marketing Summit have never used a press release to promote their podcast.

However, public relations is an effective strategy for increasing visibility and growing your podcast’s audience. It also allows you to go beyond the organic reach of your network. 🎧

Boost word of mouth around your podcast with public relations 👄👂

Press releases offer your (future) listeners credible proof of your quality and allow you to build a relationship of trust with them.

When future listeners see the name of your podcast in a well-known media publication, it lends credibility, legitimacy and establishes you as an expert in your field. 😎

In this article, I’ll give you my tips for writing a good press release to help you grow your podcast’s audience.

Listening to a podcast while walking

How to write an effective press release for your podcast ?

1. Pay special attention to the structure of your press release 🧐

A good press release can be recognized by its form.

A podcast press release consists of a presentation of the podcast, a presentation of the audience and a presentation of the podcast host and is highlighted by one or two photos or one or two quotes.

Elements that must be included in a press release are as follows:

  • The date 📆
  • Your logo/cover 🖼️
  • The words “Press Release” 🖊️
  • Your contact information 😀

Your press release must be limited to one or two Word pages. Be concise in the information you supply.

Press articles regarding Raconte-moi ta ville (Tell me about your city)
Examples of press coverage for the “Raconte-moi ta ville” (Tell me about your city) podcast

2. Apply the 5W rule for an effective draft

Keep in mind that this communication is aimed at journalists. This press release is intended to be picked up and published by the media outlets you’ve contacted.

Use a formal, neutral tone, and avoid the use of “I”.

All information must be understood by readers. Don’t use any abbreviations without explaining them.

Apply the 5W rule to help you write your presentations:

  • Who 👋 -> Who are you? Who is the team behind your podcast?
  • When 🤔 -> When does the podcast air? What’s the frequency of episodes? What’s the launch date of the podcast?
  • Where 🎧 ->Where is your podcast available? (Don’t forget to include a Smartlink to direct them to your podcast.)
  • What 🎙️ -> What’s the subject of your podcast? How do you tackle it? Who is your audience? (interests and demographics)
  • Why 😁 ->Why did you launch this podcast? What’s the mission of your podcast?

3. Share all your resources

This part is specific to podcasts.When you present your podcast, consider also sharing one or two interesting quotes with that episode’s timestamp, one or two video clips from one of your most recent episodes and a cover. 👌

New Ausha Video Clip

A bonus tip: You can personalize your video clips in your Ausha space to share some of your podcast’s best moments.

Share your Smartlink to provide the option of listening to your podcast from any listening platform. 🎧

Many media outlets will directly integrate your podcast’s Smart Player in their web article. Don’t forget to share the embedded code of your hosting platform’s player. On Ausha, you can retrieve it in the “Player” tab of your personal space. 💜

4. Share your press release everywhere!

Once your press release is ready, make a list of all the media outlets that would perhaps talk about your podcast. 🤝 Include media outlets specializing in podcasts, of course, but also add those who have large followings or who specialize in your domain. Not all media outlets have their own podcasts, so they’re generally happy to share this type of content.

Once your list is finished, send your press release and follow up with journalists as often as necessary. 🪃

You can also post your press release on your website (if you have one) with your podcast cover and the covers for each episode.

as Charlotte Desrosiers Natral of the podcast Pourquoi pas moi (Why not me) does very well. Charlotte created an area for the press on her website, and it’s proven to be a success, as she’s had a good amount of press coverage in Le Monde, Marie-Claire, La Provence, etc.

Press release for Pourquoi Pas Moi? (Why Not Me?)

Press coverage provides more visibility for your podcast

Sending a press release for your podcast is definitely necessary when launching it, but it’s also useful for when you wish to promote a new season or a particular episode. 🚀

Don’t neglect public relations. Add them to your communication plan as soon as possible to grow your podcast’s audience in the same way as posting on social networks or writing newsletters.

After working for five years in digital communications, Clementine Roux now assists podcasters in developing their audiences, using their voices on social networks and monetization.

October 6, 2021

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