With dozens of podcasts launching every week, how do you ensure your show is noticed by the press? As the industry has grown, publications like The New York Times, The Guardian, and Vulture have expanded their coverage of podcasting — alongside the rise of dozens of influential podcast newsletters.
In this article, we’ll break down actionable steps to help you secure media coverage for your podcast, including how to find and contact journalists, pitch your show effectively, and use press attention to grow your audience.
Why Is A Review Good For Your Podcast?
A positive review from a major outlet or newsletter can boost your visibility, grow your audience, and support your efforts to sign with a network. Despite notable advantages, the reality of pitching your show to a critic or journalist can be fraught with doubt, missed opportunities, and frustration.
Pitching your podcast needn’t be stressful – or just guesswork. In a recent online event presented by The Podglomerate and Podcast Review, two seasoned media professionals pulled back the curtain on the art and strategy of getting your podcast reviewed by the media.
Joni Deutsch, SVP of Marketing & Audience Development at The Podglomerate, brought over 15 years of audio industry experience to the conversation. An Edward R. Murrow and Gracie Award-winning journalist and former NPR Music host, Joni has reviewed countless pitches and now works with high-profile clients like Netflix, PBS, NPR, and Freakonomics Radio to grow and promote standout shows through press coverage and other marketing strategies.
She was joined by Alice Florence Orr, Managing Editor of Podcast Review, a transatlantic publication known for its discerning podcast criticism and a newsletter with more than 12,000 subscribers. Alice has spent nearly a decade writing about podcasts for outlets including the Irish Independent and BBC Radio. At Podcast Review, she champions both indie and high-profile series, shaping the conversation around what’s worth listening to.
Together, they offered an honest, behind-the-scenes look at what reporters, writers, and critics are really looking for in a podcast pitch. They covered everything from how to craft a compelling pitch to building genuine relationships with press, and how one media hit can snowball into broader recognition and audience growth.
Where Can You Find Podcast Writers and Critics?
Whether you’re hoping to receive a glowing review in The New York Times or be included in a newsletter’s round-up of “must-listen” shows, there are a few tactics that can help you locate the best writer/outlet and their contact information. Over the years, Joni has honed her media outreach technique, and recommends dedicating time to research.
Look at your show or episode content and conduct a search (on Google, Substack, social media, etc.) for writers who have covered that topic, guest, or beat. For example, you could search for “Best Podcasts of 2025” or “Best [insert genre] Podcasts” for podcast-specific writers. They are more likely to be looking for new shows or podcasts to include in their coverage.
Make sure to subscribe to podcast newsletters that frequently cover show launches or feature episodes. Some of our favorites include Vulture’s 1.5x Speed, Podnews, and Earbuds Podcast Collective.
How Do You Find a Journalist’s Contact Details?
When you need to find a way to send a journalist your podcast pitch, use databases like Muckrack, RocketReach, and GreatPods to find contact details for writers and podcast critics. Take the time to find a writer’s website or social media profile — sometimes, you can find their email address there.
If you still can’t find a writer’s best email address, you can use their organization’s email format to figure out their specific contact address. Alternatively, reach out to the person via direct message on social media or LinkedIn.
“Build a spreadsheet of writers and outlets who’ve featured shows like yours,” advises Joni. “That becomes your media pipeline.”
What Are the Keys to Success When Pitching a Podcast?
Before you send out the pitch, take the time to research the writers, bloggers, or journalists you’re reaching out to. Don’t send a pitch to someone who hasn’t written on the subject in more than a year — they have likely moved on to another topic.
Plan on sending the pitch at least 2-4 weeks in advance of a show or episode launch to give the journalist time to read and respond to your pitch. Don’t send a pitch the day before — unless you are clarifying a previous pitch with new information.
How Should I Frame My Pitch?
There’s no one-size-fits-all pitch, but there are a few golden rules to help you on your way. Your pitch should be:
- Personalized (use their name).
- Brief (aim for 250 words or less).
- Tailored (mention a relevant article or previous work).
Relevant (explain why your podcast is timely or newsworthy). - Compelling (highlight standout achievements).
- Clear (include a specific call to action).
- Complete (add a link to your show + supporting materials).
Personalization goes a long way, especially when a writer receives dozens of pitches a day. Mention a recent article they wrote that you appreciated or one that connects directly to your podcast’s theme. This shows you’ve done your homework and makes your pitch feel human.
Your pitch should also explain what makes your podcast newsworthy. Are you launching a new season? Featuring a well-known guest? Tapping into a current cultural moment?
Don’t forget to include any standout stats or milestones:
- Did you reach a major download number?
- Win an award?
- Break into the top charts?
Round out your pitch with a clear call to action. Are you requesting a review, an interview, or inclusion in a list?
Finally, share a link to your podcast and any additional materials (cover art, press kit, host bio, embargoed audio, etc.) to make it easy for the recipient to follow up.
What Pitching Mistakes Should I Avoid?
There may not be a one-size-fits-all way of pitching your show, but there are some pitfalls that should be avoided. Here is a checklist to reference before sending your pitch:
- Don’t send your email without double-checking the recipient’s name.
- Keep your subject line short (7 words or fewer) and specific. Avoid vague or misleading headers.
- Don’t send long, unfocused emails — brevity and clarity are key.
- Be polite in follow-ups. Wait about a week, and use that message to share any new updates (e.g., new guest, award, mention in another outlet).
- Be mindful of holidays and high-volume inbox periods.
Above all, be helpful, respectful, and human. Writers are busy — but a thoughtful, well-timed, and well-crafted pitch stands out.
How Do You Build a Relationship with a Podcast Writer or Critic?
Start by following podcast writers on social media and engaging with their posts in meaningful, non-promotional ways. Thoughtful replies or shares (not just plugging your own show) go a long way toward building familiarity and trust. If they have a newsletter or Substack, subscribe to it. When something they write resonates with you, send a quick reply to let them know. Genuine appreciation stands out in an inbox.
If you attend in-person industry events or conferences, look for opportunities to connect — whether that’s a quick hello, a conversation after a panel, or even offering to grab coffee. In-person connections, when organic, can make a lasting impression.
If a writer features your podcast, keep the tone of communication polite, professional, and friendly throughout the process. Ask what they need to make the piece a success and how you can best support their work. When the feature is published, thank them for their time and let them know you’d love to stay in touch. Then, amplify the piece across your platforms, tagging the writer and outlet with a link to the feature.
Months down the line, follow up — check in, say thank you again, and share any growth or impact the piece helped generate. These relationships are built over time.
How Can You Incorporate Media Coverage Into Your Marketing Strategy?
Once your podcast receives a press hit, keep track of it in a centralized document or spreadsheet. This makes it easier to reference as you track audience growth or build out future podcast marketing strategies.
Use past coverage to strengthen upcoming pitches. Mention it in outreach to new journalists or outlets to highlight your show’s credibility. It also adds weight to guest booking requests, showing that your podcast is recognized and respected in the space.
Don’t stop there. Incorporate the press mention into all of your owned media. Add it to your cross-promo scripts, paid ad copy, your show’s website, and even your social media bio. Tag the writer and outlet when sharing the link, and consider updating your podcast’s description and one-sheet to include the feature. If you’re submitting your show for awards, definitely reference it there too.
“When you land a press hit, amplify it,” Joni recommends. “Tag the writer, share the article, and help get it in front of more eyes. Writers notice and appreciate that.”
How Do Critics Find the Podcasts They Review?
Podcast critics use a wide range of sources to discover new shows. As Managing Editor of Podcast Review, Alice outlines several key ways that she finds podcasts:
- PR inbox.
- Podcast Review’s submissions portal.
- Direct emails or DMs.
Beyond email, critics also find podcasts via press releases, social media (Instagram, LinkedIn), industry connections, Reddit threads, podcast newsletters, awards nominee lists, and curated Apple or Spotify charts.
Podcast Review, for example, publishes several types of content:
- Monthly “Best New Podcasts” roundups.
- Quarterly indie podcast features.
- Themed “Best of” genre lists.
Reviews are typically assigned by the editor to staff writers or trusted freelancers and can be based on anything from a pitch to something spotted organically on a chart or in a feed.
Bonus: 3 Podcast PR Case Studies
What do all these podcasts have in common? They were all featured in a Podcast Review article after sending PR, whether it was a personalized message or a themed round up for Pride Month.
Case Study 1: R&R with Courtney Act
Discovered via: Press release from The Podglomerate.
Context: Pride Month podcast roundup.
Outcome: Featured in Podcast Review’s June recommendations.
Summary: This show landed on Alice’s radar through a well-timed, well-targeted press release from The Podglomerate. The release included a curated roundup of LGBTQ+ podcasts for Pride Month — exactly what Alice was looking for while planning her June feature. The show was both new and relevant, two key criteria for selection. Because the PR team anticipated her editorial needs, Alice was able to act quickly and include the podcast in her list.
Takeaway: Thoughtful timing and thematic alignment (in this case, Pride Month) made this an easy “yes.” Bundling a new show into a relevant pitch alongside others can help busy editors connect the dots fast.
Case Study 2: The Underground Writing Podcast
Discovered via: Personal pitch from the nonprofit’s CEO.
Context: Cold outreach, aligned with Alice’s personal interests and qualifications.
Outcome: Included in the “Best Writing Podcasts” list for 6+ years.
Summary: Years ago, the CEO of the Underground Writing Project reached out to Alice directly with a heartfelt pitch. Though it wasn’t a traditional podcast pitch, it clearly conveyed the mission behind the project — a nonprofit using creative writing to serve incarcerated and marginalized communities. The personal, passionate approach resonated with Alice, whose editorial interests include both literature and social justice. The podcast has remained on Podcast Review’s “Best Writing Podcasts” list for over six years.
Takeaway: If you can’t stretch to a professional PR firm, you can still make an impact if your pitch is authentic, mission-driven, and thoughtfully aligned with a critic’s interests. Passion and purpose can be more memorable than polish.
Case Study 3: Table Read
Discovered via: Direct pitch from creator.
Context: Pre-launch outreach.
Outcome: Featured in Podcast Review’s new podcasts for April.
Summary: Jack Levy of Manifest Media pitched Table Read before it launched, and his email stood out immediately. It was bold, distinctive, and bursting with personality — exactly like the show itself.The pitch had a clear sense of creative vision and experience. Even before hearing the audio, she understood what the podcast was trying to do and was intrigued. The show later became widely recognized and won several awards.
Takeaway: A standout pitch doesn’t need to follow a template as long as it reflects the tone, purpose, and uniqueness of the show. Injecting personality and clarity into your outreach can be just as powerful as stats or credentials.
What Do Critics Look for in a Podcast Pitch?
One of the best tips to consider: pitch your podcast like it’s a book. That means framing it by genre, giving a sense of its tone or voice, and using comparisons (“for fans of…”) when helpful. Alice is especially drawn to shows that could only exist as podcasts, otherwise known as stories or experiences uniquely suited to audio.
If you’re an indie creator, share your motivation for making the show. That personal context can add depth to your pitch. Include artwork and downloadable assets when possible — a media pack is a huge help when deadlines are tight.
Offering interview opportunities is always appreciated. And if your show hasn’t launched yet, at least include a trailer. Just be sure your links are accessible internationally.
Are There Any Tricks to Crafting a Good Podcast Pitch?
Many of the best tips for pitching your podcast come down to timing, relevance, and clarity. First, check the outlet’s publishing schedule. For Podcast Review, new show lists come out at the beginning of each month, so it’s best to send your pitch a week in advance. Their genre and “Best Of” lists are updated yearly, while indie-focused lists are released quarterly.
Make your subject line short, specific, and attention-grabbing. Themed pitches are especially helpful. Think “top parenting podcasts” or “new climate audio.” Let the writer know which section or list your podcast might be a fit for. Be clear about what’s new: is this your show’s debut, a new season, or a special episode?
Most importantly: build a relationship. The best PR professionals don’t just send one pitch and disappear. They stay in touch, share helpful updates, and understand the value of mutual respect. You can do the same.
“The best pitches help me do my job,” Alice explains. “Include your artwork, downloadable assets, interview availability, and make it visual and clear.”
Have questions? Interested in having The Podglomerate grow your audience through strategic PR outreach? We work with clients every step of their podcast journey, from workflows and equipment set-up to post-production and distribution. Email us to learn more about our podcast growth services.
