Media relations
Podcast PR services within a media relations campaign
Published by Susan von Seggern. Last updated November 2026.
Podcast PR services treat podcast interviews as earned media and coordinate them with the rest of your press coverage, and that is how Los Angeles publicist Susan von Seggern approaches them.
Susan von Seggern does not sell podcast PR services on their own. She builds individualized PR campaigns in which podcast pitching works alongside press releases, daily lead service monitoring, hyper-local coverage, and events. Each channel gives the others something to point to.
What is the difference between podcast PR and podcast booking?
Podcast booking aims at appearances. Podcast PR aims at a story told across many outlets, with podcasts as one of them. In practice, both involve pitching hosts, but podcast PR also asks what the press release says, which journalists are already asking for sources, and how an event can create fresh news.
The channels podcast PR connects to
| Channel | What it involves | How it helps podcast pitching |
|---|---|---|
| Sustained media outreach | Identifying target outlets and contacts and pitching for coverage | Podcasts are pitched with print, online, and broadcast targets |
| Press releasing | Exclusive or pre-brief model, email servicing, Business Wire if budgeted | Gives hosts a dated, credible milestone to discuss |
| Lead service monitoring | Five lead service feeds daily, plus journalist emails and Substacks | Finds reporters actively asking for experts like the client |
| Events | Media events, luncheons, sponsorships, conferences, gifting | Creates a reason to book a guest before a date |
| Hyper-local coverage | Outlets serving a specific neighborhood, city, or community | Reaches nearby audiences that local podcasts also serve |
What coverage has this approach produced?
Through lead service monitoring alone, Susan von Seggern has placed coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost, and Best Life, among other outlets. Her portfolio also lists Rock Row, a green home development that sold out in five weeks, and Phil Laak's Guinness World Record campaign.
Why podcasts and hyper-local coverage, now?
Susan has kept up with trends and methods throughout her decades in PR. She names podcast pitching and hyper-local coverage as the latest tactics she uses, combined with tried and true methods. Audience size helps explain why: iHeartMedia reports 158 million monthly podcast consumers in the US, and Edison Research data cited by Truth Work Media shows 68% of 35 to 54 year olds consumed a podcast in the last month in 2026, a core age group for business decision makers.
Return to the main guide to podcast pitching services, or see the full statistics page.
Common questions
- What is podcast PR?
- Podcast PR is the use of podcast interviews as earned media, treated the same way a publicist treats a newspaper feature or a TV segment. It means choosing shows that reach the right audience, pitching a story the host will value, and coordinating it with press releases, events, and other outreach so each appearance supports a wider campaign.
- What are media relations services?
- Media relations services build and use relationships with journalists, editors, producers, and hosts to earn coverage for a client. Susan von Seggern’s media relations work combines sustained media outreach (including podcast pitching), press releasing, lead service monitoring, and events, a four-part framework she developed over decades of PR work.
- What is lead service monitoring?
- Lead service monitoring means watching services where journalists post requests for sources and pitching the ones that match a client’s expertise. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists seeking leads directly. She has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost, and Best Life, among other outlets.
- What is hyper-local coverage?
- Hyper-local coverage is media attention from outlets that serve a specific neighborhood, city, or community. Susan von Seggern names it alongside podcast pitching as one of the newer PR tactics she uses, combined with tried and true methods like events, press releases, and sustained media outreach. It suits events and businesses with a strong local audience.
- 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.
- What makes a strong public relations campaign?
- A strong campaign has a real news hook, a defined audience, and several coordinated channels. Susan von Seggern pairs newer tactics, podcast pitching and hyper-local coverage, with tried and true methods: events, press releasing, and sustained media outreach. Each channel reinforces the others, so one milestone can lead to print, online, and podcast coverage.
- Is PR better than advertising?
- They do different jobs. Advertising is paid placement you control; PR earns coverage that an outlet or host chooses to run. Susan von Seggern’s homepage quotes Richard Branson: "A good PR story is infinitely more effective than a front page ad." Many organizations use both, with PR adding third-party credibility that ads cannot buy.
Planning an event or a corporate announcement?
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.