Podcasts have become an important part of the media landscape and a valuable tool for PR. Unlike a quick quote in an article or a short TV segment, a podcast interview gives founders, executives, and experts the opportunity to address a topic in greater detail, share their perspective, and connect with an audience in a more personal way.
For brands and professionals looking to connect with Hispanic consumers, the opportunity is especially worth paying attention to. Edison Research found that 58% of Latino Americans ages 12+ were monthly podcast consumers in 2025, compared with 55% of the overall U.S. population.
Landing a podcast interview requires more than sending the same pitch to dozens of shows. Podcast hosts are protective of their audiences, and the strongest pitches show that you understand both the show and the value you can bring to its listeners.
Here are the ABCs of pitching podcasts:
A: Actually listen first
Before you pitch a podcast, actually listen to it. And not just the latest episode.
Spend some time with several episodes to understand the host’s interview style, the topics they return to, the kinds of guests they feature, and what makes the show different.
Pay attention to questions like: Is the conversation highly educational or more casual? Does the host interview founders, subject-matter experts, celebrities, or a combination? Are episodes tied to current events and trends, or are they more evergreen?
The more familiar you are with the show, the easier it is to tell whether your pitch is a genuine fit.
B: Be audience first
A large audience isn't necessarily the right audience. Before getting excited about download numbers, rankings, or a recognizable host, ask a more important question: Who is actually listening?
Think about the people you are trying to reach. Consider demographics, interests, industry, geography, language, and cultural relevance.
A smaller podcast whose listeners closely align with your target audience can sometimes be a much more valuable opportunity than a larger show with little connection to the people you want to connect with.
This is particularly important when targeting Hispanic audiences. Language alone doesn't define relevance. English-dominant, Spanish-dominant, and bilingual audiences can have very different media habits, interests, and expectations.
C: Customize the pitch
Generic pitches are easy to spot, and even easier to ignore.
Your pitch should make it obvious that you know the podcast you're contacting. Reference a recent episode or conversation when relevant, explain specifically why your proposed interview would make sense for the show, and identify what it can add to the conversation.
Instead of simply saying someone is "available for an interview," give the host a reason to want that interview.
The goal is to help the host or producer answer one question as quickly as possible: Why would my audience care?
You may also like: 5 Major Media Pitching Mistakes You Can't Afford to Make - Tips from a Journalist Turned PR Pro
D: Demonstrate credibility
Once you've established relevance, show the host why your spokesperson is qualified to have the conversation.
Keep it succinct. Depending on the guest, credibility could come from their founder story, professional or industry expertise, a distinctive perspective, meaningful results, recent accomplishments, media coverage, or experience speaking about the subject.
You don't need to include an entire biography in the email. Highlight the two or three details that make the person particularly compelling for this conversation.
E: Educate, don't just promote
The best guests educate, entertain, inspire, or ideally do a combination of the three. A new product, company milestone, book, campaign, or initiative might be the reason you're seeking coverage, but it shouldn't be the only thing the guest can discuss. Instead, build the pitch around what listeners will walk away knowing.
What can your spokesperson teach them? What perspective can they offer that listeners haven't heard before? What experiences, lessons, or stories can they share?
Give the audience value first. The promotional benefits will follow naturally.
F: Facilitate the conversation
Make the host's job easier. Include three to five potential conversation topics or sample questions in your pitch. These shouldn't read like scripted talking points. Think of them as conversation starters that help the producer or host immediately envision the episode.
Strong topics also demonstrate that your spokesperson has enough substance to sustain an interesting conversation beyond a five-minute promotional interview.
Bonus points if your ideas connect the guest's expertise to something timely happening in the industry, culture, or news cycle.
G: Gentle follow up
Don't assume that no response means no interest.
Podcast hosts and producers are busy, and many are balancing production, booking, editing, social media, partnerships, and their own full-time jobs.
A respectful follow-up can bring a good pitch back to the top of their inbox. If you still don't hear back, one additional follow-up is reasonable.
After that, move on. Persistence can help, but pestering won't.
One more thing: think beyond audio
The definition of a podcast continues to evolve. Video is now a major part of how audiences consume and discover shows.
That means PR teams should evaluate podcast opportunities beyond the episode itself. Is the interview filmed? Does the show publish clips to TikTok, Instagram, YouTube Shorts, or LinkedIn? Does the host have an active social community?
One strong podcast appearance can become an entire ecosystem of earned and shared media.
The best podcast pitches feel personalized, timely, and valuable.
Podcast pitching shouldn't be a numbers game where success means sending the most emails possible. Take the time to identify the right shows, understand their audiences, and develop a compelling reason for the host to say yes.
Because when it comes to PR, relationships will beat mass emails every time.
