How to Market Your Business Through PR & Podcasts | Does your marketing strategy include PR? Dive into the ins and outs of how to use PR and podcasts to market your business.

What is marketing, really? It’s not just one thing — it encompasses creating valuable content, building relationships and networking, promoting your products or services, and more. 

While the overall goal of marketing is to drive traffic to your business and increase sales, it’s not always just talking about your services or offers. Instead, it can also be about building authority, sharing your expertise, and getting your name out there.

This is where public relations (PR) comes in. PR is a facet of marketing that’s different from the rest because it’s not about bringing people to you — it’s about you going to them! PR can include podcasts, joint webinars, affiliate partnerships, speaking opportunities, and even official press releases or interviews.

Not sure if PR is right for your business, or how to pull it off? We’ll cover how to market your business through PR here.

How to Market Your Business Through PR & Podcasts 

What is PR

Before we discuss various strategies and resources to help you with your PR, let’s start by defining what public relations means for your business. Compared to other marketing strategies that focus on solely promoting and selling your products or services, successful PR is more about creating experiences, telling your brand story, and building a positive positive relationship with other brands and people in your space. 

What does this mean for your business? It’s all about how you build trust and rapport, and how you create connections and loyalty with your target audience. Anything that provides your business and brand with publicity (free attention!) falls under the PR category of marketing, and a great PR strategy can be the foundation of your company’s marketing efforts.

Related post: Marketing Tactics You Haven’t Tried To Grow Your Business

Why PR is Important for Your Business

PR is an important part of your overall marketing strategy. It helps you increase your brand’s awareness and credibility, differentiating your business from the crowd. While the goal may be to let people know you exist, PR also allows you to tell your story and build new connections with new people in an organic way. In the end, the goal of PR is to offer your expertise and insights to a person, brand, or audience — and then those people/brands/audiences will hopefully drive new customers and sales to your bottom line. 

Want a clearer example? People write for large publications like Entrepreneur Magazine or Huffington Post all the time. Let’s say an entrepreneur wrote a story about how they created their business to serve an underserved population, like the homeless community in their area. Again, this is PR because that entrepreneur had to pitch themselves to the publication — the publication didn’t just come to them! 

This kind of PR encourages positive engagement with your community and provides credibility for your business, as you or your brand are seen in more and more places. Now that you know how important PR is, let’s talk about how you can implement PR into your business’s marketing strategy.

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Create a PR Strategy 

When you decide to start focusing on your PR efforts, it’s important come up with a strategy the same way we suggest you plan your marketing and content. Think about your long-term goals first, as this will help every pitch you send to media outlets align with your overall mission and vision.

Next, determine who your key players will be – media sources, websites, events, podcasters, social media influencers, industry experts, etc. You can have a mix of all of these, but definitely focus on the medium you’re most comfortable with first. Prefer to write? Think about pitching blog publications. Love to talk? Look at podcasts you can pitch. You get the idea.

After you have those pieces planned out, then you can focus on building your pitch and creating relationships with those key players you listed. There are so many resources and tools you can use to boost your PR strategy. We are going to highlight some of our favorites for you, but don’t feel like you have to use them all. Pick one or two and give it a shot!

Does your marketing strategy include PR? Dive into the ins and outs of how to use PR and podcasts to market your business!Click To Tweet

1 | Joint Partnerships

Joint partnerships (ventures) are a fantastic way to connect with peers or influencers in your space while also growing your brand awareness. This involves sharing your expertise or solutions with another person’s audience through various platforms. It could be through a webinar, guest speaking inside someone’s coaching program, collaborating with other brands and influencers, or perhaps even taking over someone’s Instagram Stories for the day! There are so many avenues you can partner with other influencers and brands to increase your reach and impact. 

A word of caution, though: Choose your joint ventures wisely! Your joint venture partner needs to be a person or brand that complements your business’s goals and aligns with your vision. 

Before you start reaching out to people, it’s also important to consolidate and fine-tune your pitch. With your goals and key players identified, create an intro email or message that introduces you and your brand, outlines the benefits to their business, highlights what the joint venture could look like, and leaves space for them to share their ideas. Don’t forget to be direct with your ask to collaborate

Related post: 5 Reasons for Hosting a Webinar

2 | HARO and Media Quotes

One tool that we love is HARO, or Help a Reporter Out. Through HARO, your brand and business can become a go-to resource for a particular topic and you can also use it to build rapport with journalists and strengthen your brand’s reputation. 

With HARO, someone could post a request such as, “I need a quote from a marketing expert about ROI with email marketing.” A small business like yours might respond and give that person or journalist the information they were seeking by responding quickly to source requests. 

When you do respond, you will increase your media coverage while growing your brand’s reputation. This is really fun because you can be quoted in a variety of publications, like Entrepreneur Magazine, local papers, industry publications, and more.

3 | Guest Posting

Guest posting on other influencers or business websites is another great way to get in front of a new audience and build your brand’s PR. Focus on writing about topics you want to be known for in your industry and how they relate back to your offers for the most ROI while guest posting. Once you’ve narrowed down the topics you want to write about, start doing some research to find websites and influencers you want to write for. 

Think about your target audience and what sites they are already reading so you know who to reach out to. Now you can send your pitch! This usually entails including an outline of what you want to talk about, but some publications may require a fully written blog before they’ll review.

Related post: How to Get Started with Guest Posting

4 | Podcasting

Did you know the number of podcast listeners surpasses the number of people who’ve used Twitter, TikTok, or Snapchat at least once? Podcasting may not be something you consider to be part of PR, but it definitely is! 

Appearing on podcasts can help grow your business as more than 57% of people are listening to podcasts, and you don’t have to wait until you’ve hit a certain revenue mark or number of followers – podcast hosts care about the unique perspective you can bring to their audience, not your accolades. 

For the most success with podcast appearances, create a list of 15-20 podcasts that align with your ideal audience and expertise. Ask yourself which podcasts your ideal customers are listening to and where other leaders in your industry are appearing. Once you’ve narrowed it down a bit, you can then send your pitch to these podcasts, niching down on the topics you can speak about. There’s a ton of potential for your business’s growth through podcast appearances.

Consider starting your own podcast! It’s a unique way to build connections as listeners can hear your passion and expertise for themselves, and it can help you boost engagement and repurpose content while giving you the space to broaden your creativity. 

Did you know we have a podcast? The Make a Better Website Podcast can be found on Spotify!

Related post: How to Grow Your Audience with a Podcast

Final Thoughts 

Regardless of the size of your business or the industry you are in, all businesses can benefit from a strong PR strategy! Customers want to buy from those they like and trust, and PR is exactly what will help you build their trust. With the tools we mentioned and a solid strategy, you will be on your way to building a successful brand and PR. 

Looking for some extra resources to help you land the podcasts best suited for your business? Check out our marketing guides!

Marketing Guide how to get into guest podcasting

In this guide How to Get into Guest Podcasting, we will be covering:

  • Benefits of guest podcasting
  • How to become a podcast guest
  • How to find the podcasts most relevant to you & a spreadsheet to track your progress
  • How to write your pitch (example of swipe file)
  • Prepare the interview

The best part? You can feel confident that what you’re getting is worth the investment. Whether you have a service-based business, are a coach, or sell products – the podcast strategies we are sharing will help you reach your PR goals!