Effective Press Releases for Podcast Promotion: Insider Tips

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Effective Press Releases for Podcast Promotion: Insider Tips cover

Last Updated on April 17, 2024

In a recent episode of our “Podcasting Resources Guide” podcast we cover the benefits of using press releases for promoting and marketing a podcast. We explore the important elements to include, template options, and which press release distribution services to use for wider reach. And, as always, we cover how AI based tools, such as ChatGPT or Anthropic’s Claude, can help craft professional press releases for your needs. As a bonus, we are sharing our own best ChatGPT prompts for this.

Podcasting Press Releases Primer

Podcasting Press Releases Primer
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Let’s talk about the power of podcast press releases. They’re often overlooked, but they can be a super helpful for podcasters looking to promote their shows. A well-crafted press release has the potential to grab the attention of the media and attract new listeners to your podcast.

Now, you might be wondering, what exactly is a press release? Simply put, it’s a formal statement that you send to targeted members of the press, with the hope that they’ll cover your podcast in their publication.

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When a publication reads your press release and decides to write about your podcast, it can bring a whole new wave of potential listeners your way.

Absolutely, the ripple effect of media coverage can be incredibly beneficial for your podcast. It not only increases your visibility but also builds your reputation as an authority in your field. This can lead to more opportunities such as guest appearances on other podcasts, speaking engagements, or collaborations with other industry influencers.

Benefits Beyond Media Coverage

Benefits Beyond Media Coverage
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Furthermore, press coverage can also boost your search engine optimization (or SEO). When reputable media outlets link to your podcast in their online articles, it signals to search engines that your content is valuable, thereby improving your ranking in search results.

Lastly, being featured in the press can also attract potential sponsors or advertisers to your podcast. Companies are always looking for popular platforms to promote their products or services, and a podcast with a growing listener base and media coverage can be an attractive option.

So, if you haven’t considered writing a podcast press release before, it’s time to give it some serious thought. Next, let’s look at when to issue press releases…

When to Write Podcast Press Releases

When to Write Podcast Press Releases
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So, when should you write a podcast press release? Well, the key is to only write one when something newsworthy happens involving your show. Sure, every new episode may seem exciting and newsworthy to you, but publications have specific criteria for what kinds of stories they share.

The answer lies in the distinction between ‘exciting for you’ and ‘newsworthy’.

So, it’s important to pick your press releases carefully and focus on the quality of updates, rather than quantity. Let’s take a look at some examples of newsworthy events that you can write press releases about.

First, if you’re premiering a new season, that’s definitely something worth announcing. It’s a fresh start for your show and can generate excitement among your audience.

Another opportunity to write a press release is when you’re announcing a new show. This is a big deal because it means you’re expanding your podcasting portfolio and reaching new listeners who may be interested in your content.

If you have a noteworthy episode coming up, that’s also press release material. Maybe you have a special guest or you’re covering a trending topic that’s sure to grab attention. These are the kinds of updates that publications love to share with their readers.

Speaking of special guests, if you manage to snag a high-profile guest for your show, that’s definitely press release-worthy. It not only adds credibility to your podcast but also attracts a wider audience who might be interested in what your guest has to say.

When a network picks up your podcast, that’s another moment to write a press release. It’s a validation of your hard work and a chance to gain exposure to a larger audience through the network’s platform.

Lastly, reaching a certain download milestone is also something to celebrate and announce. Whether it’s 10,000 downloads or 1 million, it shows that your podcast is gaining traction and resonating with listeners.

Remember, when crafting a press release, don’t just focus on any event, but rather concentrate on those that have the potential to captivate publications and intrigue their readers. By doing so, you’ll increase your chances of getting the attention and coverage your podcast deserves.

How To Write and Structure Press Releases

How To Write and Structure Press Releases
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How do you write a press release that will catch the attention of journalists and make them want to write an article about your podcast? Let me break it down for you.

First things first, when writing a press release, you need to think like a journalist.

Journalists are always looking for the 5 “w”s: who, what, when, where, and why.

So, make sure you answer all of these questions in your press release. Who are you? What are you announcing? When are you announcing it? Where are you? And why are you announcing it?

Another important thing to remember when writing a press release is to avoid using first-person pronouns. You want your press release to read like a news article, so keep it formal and objective. And speaking of keeping things short, try to keep your press release to a maximum of one page. Journalists are busy people, and they don’t have time to read through a lengthy document.

Now, here’s a pro tip for you: include some quotes from yourself about the news story.

This adds a personal touch to your press release and gives journalists some material to work with. Journalists love quotes, so give them something juicy to include in their article.

Oh, and don’t forget to attach some catchy images that they could use in their article. Visuals are always a plus and can really help make your press release stand out. (However, adding images cost extra on some press release distribution platforms, which we will get to later)

Lastly, be sure to include your contact information in the press release. You want journalists to have an easy way to follow up with any questions or clarifications. And who knows, they might even want to contact you for future stories.

Keep in mind that your podcast website is like your podcasting resume.

Make sure it’s up to date and includes all the necessary information about your show and any guests you’ve had. This way, journalists can easily access all the information they need to accurately cover your podcast.

So, when it comes to the structure of press releases, here is one more killer tip: Did you know that Chat-GPT is already expertly trained at writing press releases — right out of the box?

We have some prompt engineering for you in the show notes, but if you ask it to create a press release using “best practices,” it does an awesome job of structuring and formatting the content you provide. Which is key: You need to, of course, give it the background info, but we have found that generating press releases with AI turns out consistently great copy. Also, you can generate infinite variations of your release, and your feedback will improve it even more. One note — you need to use Chat-GPT4; the older versions of 3.5 do not nearly work as well.

Press Releases and SEO Considerations

Press Releases and SEO Considerations
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So, you’ve created an amazing press release for your podcast, and now you’re ready to send it out into the world. But you might be wondering, how do you actually get it in front of the right audience? Well, I want to share with you three cost-effective press release distribution platforms. But before we do, a word about SEO value of press releases and how some platforms are using links to your site.

Do Follow vs No Follow

In the SEO world, “do-follow” and “no-follow” are essentially directives given to search engines regarding how to view a link. They are part of the HTML code that is used when creating a hyperlink, and their importance is paramount.

A “do-follow” link tells search engines to, quite literally, follow the link. It’s a sort of invitation, if you will. When search engines follow these links, they help boost the SEO of the destination website, increasing its visibility in search results, which can propel a podcast towards a larger audience.

On the contrary, a “no-follow” link is the bashful sibling of the “do-follow” link. It tells search engines not to follow the link, and as such, it doesn’t boost the SEO of the destination website.

As we at Polymash are self-confessed fans of SEO, we invariably look for “do-follow” backlinks. The benefits are multifold. Not only do these links drive direct traffic to your podcast, but their SEO benefit helps more potential listeners discover your show when using search engines. It’s like striking two birds with one stone!

But what should one consider when selecting press release platforms? It’s simple, really. Look for platforms that allow you to have “do-follow” links. This ensures that your press release campaign will not just reach the immediate audience of the press release platform, but also potentially improve your podcast’s appearance in search results.

Tracking Links

Another aspect is “Tracking Links”. Tracking links are common practice with many press release platforms. While these links serve an important purpose in the realm of analytics by tracking user behavior and link performance, their impact on SEO is far from ideal.

This is mainly because tracking links are essentially redirects. They don’t really lead directly to your podcast website. Instead, they first take you to a different domain (usually that of the press release platform or the tracking service) and then redirect you to your website.

It’s like being sent on a little detour before you reach your actual destination. The intention behind this detour is good — it helps the press release platform measure how many people clicked on the link.

However, this detour has a collateral effect on SEO. Because the redirect link isn’t directly pointing to your website, search engines like Google assign the SEO benefit of this link to the redirect domain, not your website.

So, even though these tracking links might seem beneficial at first glance, they don’t offer any direct SEO boost for your podcast website.

This is why at Polymash, we place immense value on direct “do-follow” links, the kind that leads straight to your content without any detours. They not only increase your visibility by driving direct traffic to your site but also provide significant SEO benefits.

Press Release Distribution Platforms

Finding a press release platform that offers direct “do-follow” links can be a real benefit in your podcast promotion strategy. It increases the SEO authority of your podcast website.

In our pursuit of the best press release resources for podcasters, let’s move on to Press Release Distribution platforms and how they each implement these exact benefits.

First up, we have EIN Presswire

This platform offers plans starting at just $99.95 for a single press release, making it one of the most affordable PR distribution services out there.

With EIN Presswire, you’ll get instant content distribution, analytics reports, and a quick editorial process with free embedded media. It’s a fantastic option if you’re looking to get your press release out quickly and efficiently without breaking the bank.

Now, let’s talk about PR Newswire

While it may be a bit more expensive, with prices starting at $299, it’s widely regarded as an industry leader, especially if you have an international audience.

PR Newswire allows you to deliver your press releases across 170 countries in multiple languages, ensuring extensive reach and visibility for your podcast. If you’re looking to expand your podcast’s global presence and target a larger audience, PR Newswire is definitely a platform worth considering.

Lastly, there is “Brand Featured”

The benefit of “Brand Featured” is that a lot more of the links and mentions they generate are “do-follow” links, and that has huge SEO value.

We use Agency SEO tools like A-H Refs to check on our backlinks, and so we have studied and compared the amount of incoming back-links from all the press release platforms we have tried. And “Brand Featured” by far yields the most results there.

Also, this is the platform that sends you “as seen on TV” style logos — after the press release has been distributed. You can then use these on your website as social proof.

This is because they partner with TV affiliate stations from some of the largest networks like FOX and NBC, and send your press releases to them. “Brand Featured” costs are comparable to PR Newswire, but they often run special promotions, so you might want to look for that.

Additional Considerations

If you are on a budget, or you happen to have journalists on your email list, you could consider handling the distribution and outreach for your press release yourself. But mostly it makes sense to use distribution services to help you save time and effort. Remember, getting your press release in front of the right media outlets is crucial for generating buzz and attracting new listeners. So, instead of trying to reach out to 600 media outlets yourself, why not let the pros do the work for you?

By utilizing these cost-effective press release distribution platforms, you can ensure that your podcast gets the attention it deserves. Whether you choose “EIN Presswire” for its affordability and efficiency or “PR Newswire” for its international reach, or “Brand Featured” for it’s SEO value and social proof logos, these options can help you promote your podcast effectively and reach a wider audience.

And, of course you can use a successful press release as an occasion for a blog post on your own site. Then share links to it on social media and include it in your newsletter or email list.

Pro tip: when sharing your press release, do not link to the press release directly: Instead, link to your own blog or podcast website article featuring the press release and key outlets where it has been featured.

This way, you benefit from the traffic and social media shares from friends or colleagues.

Press Releases For Podcasters — Take Aways

Consider writing a press release whenever there is something newsworthy about your podcast. If you’re looking to save time and reach a wider audience, consider using services like “EIN Presswire” or “PR Newswire” for press release distribution. And if you want to increase your podcast websites SEO domain authority, consider using “Brand Featured”. Thanks for reading about or listening to today’s episode!