Podcast publicity
Podcast publicity: earned interviews in a PR plan
Podcast publicity is the earned exposure a person, company, or event gets from guest interviews on podcasts, as opposed to paid advertising on them.
On Podcast Pitching treats podcast publicity the way Susan von Seggern does: as one channel inside sustained media outreach. A host books a guest on editorial merit, so the interview carries the credibility of earned media, and it can run alongside press releases, lead service placements, and events in a single campaign.
Published by Susan von Seggern. Last updated: November 2026.
What is podcast publicity, exactly?
Podcast publicity is unpaid, host-approved airtime: a guest appears in an episode because the conversation serves the show’s listeners. The guest invests preparation and time; the host keeps editorial control over questions and the final cut.
In practice it starts with podcast pitching, which in Susan von Seggern’s framework is part of the first pillar, sustained media outreach: identifying target outlets and contacts and pitching them for coverage. What separates publicity from a one-off appearance is planning. Episodes timed to a launch, a festival, or a book release extend the news cycle that a press release starts.
Podcast publicity compared with podcast advertising
| Criterion | Podcast publicity | Podcast advertising |
|---|---|---|
| How a spot is secured | Host chooses to book a guest | Advertiser buys inventory |
| Who controls the message | Host and guest in conversation | Advertiser, within show rules |
| Typical length | A full or partial episode | A sponsorship read or ad break |
| Main cost | Guest time, preparation, and outreach | Media spend |
| Can it be exclusive? | Depends on the show | Sponsorships can be negotiated for a 100% share of voice (AdResults Media) |
Both can work in one plan. This site, and Susan’s practice, focus on the publicity side. The share of voice figure comes from the AdResults Media 2026 guide.
Why podcast publicity matters in 2026
Reach and attention. AdResults Media reports that in 2025, 70% of Americans age 12 and older had listened to a podcast, and 73% had consumed podcast content in audio or video format, roughly 210 million people. It also reports that 66% of listeners ages 12 to 34 tune in monthly. Podcastatistics puts average listening at about 7 hours per week. A guest interview reaches people who chose to spend that time.
What are podcast publicity rights?
Searches for podcast publicity rights usually concern the right of publicity, a person’s legal control over commercial use of their name, image, or voice. Shows sometimes ask guests to sign a release allowing the episode and clips to be published and promoted. Terms vary by state and by contract, so read any release before recording and ask an attorney about specific clauses. This site does not give legal advice.
How podcast publicity fits a full PR campaign
Susan von Seggern combines podcast pitching and hyper-local coverage with established tactics, including events, press releasing, and sustained media outreach. For an event, that can mean organizer interviews before the date. For a company, it can mean an executive explaining a launch the same week the release goes out. See how this works for event PR and corporate PR, or go back to the overview of podcast pitching services.
Common questions
What is podcast publicity?
Podcast publicity is earned exposure from appearing as a guest on podcasts, rather than paying for ad spots. A guest interview lets an expert explain a company, event, or idea in long form to an audience that chose to listen. Because it is earned media, the host decides whether to book a guest.
Is podcast pitching the same as podcast advertising?
No. Podcast advertising is paid placement, such as host-read sponsorship spots. Podcast pitching seeks a guest interview the host chooses to book on editorial merit. AdResults Media notes sponsorships can be negotiated to give an advertiser a 100% share of voice in episodes, but that is a paid media buy, not publicity.
What does “podcast publicity rights” mean?
The phrase usually refers to the right of publicity: a person’s legal control over commercial use of their name, image, or voice. Guests are sometimes asked to sign a release letting a show publish and promote their interview. Rules vary by state and contract, so read any guest release carefully and ask an attorney about specific terms.
Do podcasts pay guests?
Generally no. Guest interviews are usually unpaid editorial appearances, and the value to the guest is exposure and the chance to explain their work. Some shows charge guests for a spot, which is closer to advertising than to publicity. Ask a show directly about any fees before agreeing to appear.
Are podcasts declining in popularity?
Published figures point the other way. iHeartMedia reports 158 million monthly consumers, 55% of Americans, regularly tuning in. AdResults Media reports that in 2025, 70% of Americans age 12 and older had listened to a podcast. Podcastatistics expects the global industry to reach $39.63 billion this year, up from $30.72 billion in 2024.
How do I get advertisers for my podcast?
That question is about selling ad space, which is outside this site’s focus on earning guest appearances. Generally, podcasters grow their audience, prepare a media kit, and approach sponsors or ad networks. AdResults Media notes sponsorships can be negotiated to give an advertiser a 100% share of voice in episodes.
Planning an event or a company announcement?
Describe your event date or launch window, the audience you want to reach, and the spokespeople available for interviews. Susan von Seggern’s contact page on her main website is the place to start.
Contact Susan von Seggern