Podcasts and Publishers Tips and Tricks

How authors, podcasters, and publicists can help each other reach new audiences

If you listen to interview podcasts, chances are you’ve heard at least a few authors come on as guests to talk about their latest books. A book is long enough to provide a podcaster with multiple angles for an interview, and an episode is long enough for an author to make a compelling case for why someone should want to read more.

The growing number of podcasters looking to interview authors, and authors looking to promote their books on podcasts, make publicists even more important. They serve as the bridge between authors and podcasters and help ensure that both parties benefit from a podcast appearance.

As a podcaster myself, I’ve worked with publicists at large publishing houses and smaller academic or independent presses, as well as freelance publicists who are not tied to a particular publisher. I talked with a few of them to ask how podcasts have changed their work and what podcasters should know about pitching authors for their shows.

Know your audience, and your show’s value

Brianne Kane, an associate publicist at Press Shop PR, an independent PR firm that specializes in book promotion, says that podcasts represent an increasing amount of the pitching she does for her clients. She’s always on the lookout for new shows that will be a good fit for her authors.

“Those of us who are undeniably online have seen this wave coming,” Kane says. “[...]

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