How to Build Relationships with Radio and Podcast Producers

By Dave Purdy, Publicist — Otter PR  

Radio and podcast producers are the gatekeepers to a massive, highly engaged audience. 2023 opened with 464.7 million podcast listeners worldwide and is projected to swell to 504.9 million by 2024.

Clearly, these producers have access to thousands of potential listeners, and your brand can benefit by building relationships with them. To accomplish this, you'll need to conduct research to find the most relevant hosts, investigate the topics they cover, get in front of them at industry events, and engage with them on social media.

Research radio producers and podcast hosts relevant to your brand

To build relationships with radio producers and podcast hosts, you'll first need to research and familiarize yourself with the podcasts and radio shows that are most relevant to your brand. Download episodes and stream shows to learn as much as you can about the topics the hosts cover.

In terms of your research, identify radio and podcast producers who align with your target audience and topics by looking for shows that cover subjects related to your expertise or industry. The connections you uncover will help you establish a foundation for building new relationships.

Engage with radio producers and podcast hosts on social media

Social media is one of the easiest ways to connect with radio and podcast hosts, as they regularly promote their shows on high-traffic platforms like TikTok, YouTube, and Instagram. When you find relevant radio producers and podcast hosts on social media channels, follow and engage with them by interacting with their posts, sharing valuable content, and providing insightful comments. This establishes a connection and showcases your knowledge and expertise in the field.

Attend industry events, conferences, and seminars where radio and podcast producers are likely to be present

Radio and podcast producers regularly network at industry events, conferences, and seminars. By attending these events yourself, you will have even more opportunities to make yourself known to them.

Networking face-to-face is one of the most powerful ways to build relationships with other professionals in your niche. Introduce yourself, exchange business cards, and follow up with personalized emails afterward to express your interest in collaborating.

Offer value and pitch relevant topics

When reaching out to producers, focus on how you can provide value to their audience by crafting compelling pitches that highlight unique angles or topics that would be of interest to their listeners. Make sure to demonstrate that you understand their show's format and audience demographics, and explain how your expertise can benefit their listeners.

However, the easiest way to get on their radar is to showcase your value. If you have expertise in a particular area, offer yourself (or your brand) as an expert source for their show, then follow through. If there's one thing that will get you noticed by producers, it's demonstrating your ability and willingness to help out when needed.

Building relationships with radio and podcast producers takes time, persistence, and dedication. But if you know where — and how — to find them, you can easily begin fostering lifelong relationships with the ones you want to network with. If you know someone who knows someone who knows the producer of your favorite podcast, you might even be able to get in touch with them directly!

For more information on how to network with these producers and how they can benefit your brand, feel free to contact the PR specialists at Otter PR.