Corporate PR
Podcast PR for companies and executives
Published by Susan von Seggern. Last updated November 2026.
Podcast PR helps a company by giving its founders and executives long-form interviews to explain launches, products, and ideas to the listeners who matter to the business.
Susan von Seggern's career includes corporate PR work around the globe, and she pairs podcast pitching with press releases that announce significant milestones. The release creates the news; the podcast interview gives it room to breathe.
Is podcast PR worth it for a business?
It is worth it when a company has something new to say and a spokesperson who speaks well. Business podcast audiences are substantial: Edison Research data cited by Truth Work Media found 68% of 35 to 54 year olds consumed a podcast in the last month in 2026, and weekly consumption reached 45%, roughly 130 million people.
How a corporate announcement becomes podcast coverage
- Milestone. A launch, funding round, new service, or partnership worth announcing.
- Release. Announced through an exclusive or pre-brief model, then email serviced to media. Business Wire distribution is added if budgeted; Susan has an annual deal with Business Wire that she says significantly saves clients money versus one-off releases.
- Podcast pitching. Executives are pitched to business and industry shows with the milestone as the hook.
- Lead services.Five feeds are monitored daily for journalists seeking experts in the client's field.
Corporate work from Susan von Seggern's portfolio
Her website lists IceWind's pre-product buzz campaign, Geoship's equity crowdfunding campaign, and Rock Row, a green home development that sold out in five weeks. Recent releases include Remotesome's October 2026 launch of its AI Transformation service and IceWind's 2020 turbine installation for the Icelandic Coast Guard near the Arctic Circle.
Can a startup get on podcasts before it has a product?
Sometimes. A founder with a clear point of view can be a strong guest before launch, especially on smaller, well-matched shows. Podseeker's 2026 data found shows that usually book accessible professionals accepted 4.5% of pitches, far more than shows built around famous guests.
See the main guide to podcast pitching services or how to get on podcasts.
Common questions
- Is podcast PR useful for corporate clients?
- Yes. Executives and founders can explain products, launches, and industry views at length on business and industry podcasts. Susan von Seggern’s background includes corporate PR work around the globe, and her press releases include corporate launches such as Remotesome’s AI Transformation service in October 2026. Podcast pitching pairs well with a release announcing a milestone.
- Is podcast pitching worth it for a new company?
- It can be, if the company has a clear story and a spokesperson ready to talk. Susan von Seggern’s portfolio includes early-stage work such as IceWind’s pre-product buzz campaign and Geoship’s equity crowdfunding campaign. Smaller, well-matched shows are often the most realistic place for a new company to start.
- Do press releases cost extra?
- Newswire distribution is an optional cost in Susan von Seggern’s framework. She recommends Business Wire for its respectability and has an annual deal with the service that, she says, significantly saves her clients money compared with one-off releases through Business Wire or other wires. Email servicing of releases to media contacts is part of press releasing.
- Which newswire does she recommend?
- Business Wire. Susan von Seggern recommends Business Wire for wire releasing because of its respectability, and she has an annual deal with the service that she says significantly saves her clients money compared with one-off releases through Business Wire or other wires. Wire distribution is used when it fits the campaign budget.
- Who makes a good podcast guest?
- Good guests have specific expertise, a story worth telling, and something timely to discuss, such as an event, launch, book, or milestone. Podseeker’s 2026 data showed that shows which usually book accessible professionals accepted 4.5% of pitches, compared with 0.4% for shows that book public intellectuals, so working professionals have real openings.
- Do I need to prepare before a podcast interview?
- Preparation helps. Hosts want guests who speak clearly, tell stories, and stay on topic through a long-form conversation. Talk with your publicist about the angle that was pitched, the host’s style, and the points you want to make. Confirm with Susan von Seggern what preparation support is included in your campaign.
Have a corporate announcement coming?
Tell Susan von Seggern what you are promoting and when. She will tell you whether podcast pitching, press releasing, lead service monitoring, or event PR fits your goals, and what a campaign would involve.