How to Pitch Clients to Podcasts: The PR Pro's Guide

A quick heads-up. This guide is not for solo creators or founders looking to pitch themselves.

This is for the PR pro whose job is to get their clients booked on prominent podcasts. This is the ultimate guide, so grab a coffee, bookmark the page, and let’s go from A to Z.

Step 1: Find the Right Podcasts to Pitch

Your rolodex doesn't matter if you're pitching the wrong shows. You still need to find the right podcasts for your client, and that starts with using the right tools.

Use a real podcast database, not a listener app

To find shows in your client’s niche, you need a professional podcast finder tool. Consumer apps are for listeners. You need a database built for PR outreach.

The search tool should let you look for both broad topics like ‘health’ and specific keywords like ‘palliative care.’ Then, you need a set of filters to narrow down the list and avoid wasting time.

Look for these non-negotiable filters

Any good database should let you filter for these basics:

• Active: Most podcasts are dead. This filter is essential so you don't waste time pitching into the void.
• Has Guests: Obvious, but required so you don't pitch a solo-host show.
• Has Emails: Optional, but incredibly useful if you want to email a host or producer directly.
• Estimated Listeners: Lets you find shows that actually align with your PR goals, whether you're targeting a small, niche audience or a massive one.

You can also get more specific based on your client's needs by filtering for host gender, location, how long the podcast has been around, or its ratings. A truly powerful podcast search tool should also let you exclude topics and keywords, so you can really hone in on the right shows.

Step 2: Make Sure It's a Genuinely Good Fit

Once you have a list, you have to vet each one. A long list is useless; a short, targeted list is everything.

Listen to a few episodes or check out their YouTube and Instagram to get the show's vibe. As you do, ask yourself these questions:

• Does my client's expertise actually match what’s being discussed on the show?
• Does my client's personality and style match the show's vibe?
• This is often overlooked: Do my client's credentials and achievements match the caliber of past guests?

A good podcast database should give you all this intel in one place without you having to jump between 10 different tabs.

(Disclaimer: At Podseeker, we provide this booking intelligence to show you all this information and more, so you can vet shows in minutes, not hours.)

Step 3: Write the Pitch That Actually Gets a Reply

Let's be real, your first pitch might not land the booking. But a great pitch builds the relationship, and that’s the long-term game. As a PR pro, you want to become a trusted source for hosts, not just another person spamming their inbox.

Here are some solid pitch examples to get you started.

But the real secret is that you have to personalize your pitches. Here’s an example for a high-performance client that uses AI to blend their bio with the show's recent topics.

A pitch example that works

I'm reaching out to introduce [client name] as a prospective guest for [podcast name]. Given your recent conversations with [recent guest] on [recent topic], [client’s] expertise in neurophysiology and applied brain science would add a distinct, actionable layer to your focus on health optimization.

[client] holds a PhD from Stanford and has spent over a decade advising elite military units and professional athletes on cognitive resilience and performance under pressure. His work directly aligns with your emphasis on science-backed, real-world protocols for longevity and peak performance. Unlike traditional academic guests, [client] specializes in field-tested applications, from Navy SEAL neurotraining to non-invasive neuromodulation techniques now entering mainstream wellness. He offers a data-driven yet practical framework that bridges neuroscience, breathwork, recovery, and cold exposure, which would be highly relevant for your audience seeking actionable strategies beyond theory.

A few topics [my client] could address that dovetail with your recent episodes:

• Neuroplasticity Protocols for High-Stress Environments: How military-grade brain training and neuromodulation can be adapted for entrepreneurs, athletes, and anyone seeking to optimize focus, recovery, and emotional regulation.
• The Science of Cold Exposure and Breathwork: Beyond anecdote, [my client] brings research and case studies on protocols used by special operations units, expanding on your recent themes around cold plunge and cellular adaptation.
• The Cognitive Cost of Hidden Stressors: Building on your discussions around environmental toxins and systemic inflammation, [client] can speak to the neurobiological effects of chronic stressors and practical interventions for mental longevity.

If a conversation at this intersection of neuroscience and human optimization would be of value, I’m happy to coordinate. [client’s] recent publications and protocols are available upon request.

Breaking down why that pitch gets opened

Let's dissect that. As a PR pro pitching a client, you need to:

1. Get straight to the point. Introduce your client and state why they are a good fit immediately.
2. Prove you listen. Show you know the recent guests and topics and explain exactly how your client is relevant to that ongoing conversation.
3. Establish credibility. Provide the credentials and achievements that prove why your client deserves to be on their show.
4. Make it easy for them. Suggest specific discussion topics that would create a great conversation for both the host and your client.
5. Have a clear call to action. End by making it easy to coordinate, get a media kit, or follow up.

Step 4: Master the Art of the Follow-Up

People are busy. Hosts are busy. Sending the pitch is only half the job. You have to follow up.

A polite and strategic follow-up is often what secures the booking. If you don't hear back, a short, respectful message that reiterates your client's value is fine. But don't be pushy. If you send one follow-up and still hear nothing, it's best to move on for now.

Maybe this client isn't the right fit today, but a new opportunity could pop up in the future. The only way to manage this is to use a good tool to track all your outreach so you know who you’ve pitched, when you followed up, and what the outcome was. This turns what used to be a messy spreadsheet into a clean, professional system.