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Press Releases For Podcast Promotion

When it comes to promoting and marketing a podcast, one often overlooked but incredibly effective tool is the press release. In this episode of the Podcasting Resources Guide, we dive deep into the world of press releases and how they can help podcasters attract new listeners and gain media coverage. A well-crafted press release has the potential to grab the attention of the media and generate buzz around your show.

 

Podcasting Press Releases Primer

Is it time to shine a brighter light on your podcast? Here at Polymash, we’re big believers in the power of press releases to amplify your show’s message. A well-crafted press release can play an essential role in not only drawing media attention to your podcast but also attracting a brand new set of ears to your content.

“A well-crafted press release has the potential to grab the attention of the media and attract new listeners to your podcast.”

Press releases are formal statements sent to the press with the hope of gaining coverage in their publications. Even with the ever-evolving digital landscape, press releases hold their ground as a solid method to entice media outlets and pique their interest in your podcast. The results? More visibility, elevated authority in your field, and possibly, more exciting opportunities heading your way.

  • Press releases are powerful tools for promoting shows.
  • A well-crafted press release can attract new listeners.
  • Press releases can draw media attention to your podcast.

When to Write Podcast Press Releases

It’s unlikely every new episode of your podcast will shake the media world. So how do you discern the right time to whip up a press release? The answer lies in the distinction between ‘exciting for you’ and ‘newsworthy’.

“Remember, when crafting a press release, don’t just focus on any event, but rather concentrate on those that have the potential to captivate publications and intrigue their readers.”

Whether you’re about to launch a new season, casting the spotlight on a high-profile guest, or marking an impressive download milestone, these remarkable moments deserve a nod in a carefully crafted press release. By spotlighting truly newsworthy events, your press releases are more likely to grab attention and earn your podcast the coverage it deserves.

  • Press releases should focus on newsworthy events.
  • Exciting events such as launching a new season, introducing a high-profile guest, or reaching major download milestones can be highlighted in press releases.

How To Write and Structure Press Releases

Creating a press release that sings to journalists requires some skill. It starts by thinking like a journalist. You’ll want to make sure you’re addressing the five Ws within your press release – Who, What, When, Where, and Why.

“Include some quotes from yourself about the news story. This adds a personal touch to your press release and gives journalists some material to work with.”

Avoid the first-person narrative, aim to keep your press release concise yet informative, and importantly, remember to include your contact information.

  • A good press release must address who, what, when, where, and why.
  • Press releases should be no longer than one page.
  • Including quotes adds a personal touch to the press release.
  • Press releases shouldn’t use the first-person narrative.

Using AI for Press Release Writing

Did you know that chat GPT, an AI-based tool, can expertly train writing press releases? Using chat GPT 4, you can generate well-written press releases right out of the box. The AI performs exceptionally well when prompted to create press releases using best practices. The ability to generate infinite variations of your release and refine it with feedback makes AI-generated press releases a powerful tool for podcasters.

  • Contact Juergen for our exact ChatGPT prompt engineering system we use in crafting press releases for our clients.

Press Releases and SEO Considerations

When it comes to press releases and their SEO implications, we at Polymash have focused on the pivotal role of ‘do-follow’ links. The value these links offer is invaluable – they act like beacons to search engines, signifying that your podcast content is worth attention. This, in turn, can significantly elevate your standing in search results.

“‘Do-follow’ links signal to search engines that your content is valuable, thereby improving your ranking in search results.”

Tracking links are also common practice with many press release platforms. While these links serve an important purpose in the realm of analytics by tracking user behavior and link performance, their impact on SEO is far from ideal.

This is mainly because tracking links are essentially redirects. They don’t really lead directly to your podcast website. Instead, they first take you to a different domain (usually that of the press release platform or the tracking service) and then redirect you to your website.

So, even though these tracking links might seem beneficial at first glance, they don’t offer any direct SEO boost for your podcast website.

In essence, we at Polymash urge podcasters to be discerning about their press release strategies. Understanding these essential aspects can open doors to not just immediate exposure for your podcast, but also long-term growth leveraging SEO. Be it ‘do-follow’ links that enhance your search engine ranking or direct links that lead audience straight to your podcast, our goal is to shine a light on the best practices for podcast promotion.

  • ‘Do-follow’ links are important for improving your ranking in search results.
  • Tracking links are common but their impact on SEO is not ideal.
  • Direct ‘do-follow’ links that lead straight to your content are most beneficial.

 

Press Release Distribution Platforms

Once you’ve crafted a wondrous press release, the next step is to ensure it falls on the right ears. Luckily, there are several cost-effective press release distribution platforms to assist you in this mission to get it in front of the right audience.

“EIN Presswire, PR Newswire, and Brand Featured are cost-effective press release distribution platforms that can help your podcast reach a wider audience.”

We like three cost-effective press release distribution platforms: EIN Presswire, PR Newswire, and Brand Featured.

  • EIN Presswire is an affordable PR distribution service with instant content distribution and analytics reports.
  • PR Newswire is an industry leader with extensive reach and visibility, suitable for an international audience. It was recently acquired by Cision, but the service is just rebranded and fundamentally the same
  • Brand Featured provides ‘do-follow’ links, which have huge SEO value, and sends ‘as-seen-on-TV’ style logos after press release distribution.

Effective Press Releases for Podcast Promotion: Episode Summary & Resources

This episode dived into the compelling world of press releases in the podcasting scene. The key points were the impact of well-crafted press releases in attracting media attention and new listeners, understanding the difference between ‘exciting’ and ‘newsworthy’, and utilizing cost-effective platforms for distribution. The insights shared highlighted the direct role of “do-follow” links in improving a podcast’s SEO, and the value they add to the promotional efforts of any podcast.

 

Welcome to the Podcasting Resources Guide, the companion podcast to our popular app. In this companion podcast to our guide, we take a deeper dive into our reviews and offer our insights on the latest podcasting platforms, tools, and techniques. In today's episode, we'll cover the benefits of using press releases for promoting and marketing a podcast. Let's explore the important elements to include, template options, and which press release distribution services to use for wider reach. And, as always, we cover how AI based tools, such as ChatGPT or Claude 2, can help craft professional press releases for your needs. As a bonus we are sharing our own best ChatGPT prompts for this.

Let's talk about the power of podcast press releases. They're often overlooked, but they can be a super helpful for podcasters looking to promote their shows. A well-crafted press release has the potential to grab the attention of the media and attract new listeners to your podcast.

Now, you might be wondering, what exactly is a press release? Simply put, it's a formal statement that you send to targeted members of the press, with the hope that they'll cover your podcast in their publication. When a publication reads your press release and decides to write about your podcast, it can bring a whole new wave of potential listeners your way.

Absolutely, the ripple effect of media coverage can be incredibly beneficial for your podcast. It not only increases your visibility but also builds your reputation as an authority in your field. This can lead to more opportunities such as guest appearances on other podcasts, speaking engagements, or collaborations with other industry influencers.

Furthermore, press coverage can also boost your search engine optimization (or SEO). When reputable media outlets link to your podcast in their online articles, it signals to search engines that your content is valuable, thereby improving your ranking in search results.

Lastly, being featured in the press can also attract potential sponsors or advertisers to your podcast. Companies are always looking for popular platforms to promote their products or services, and a podcast with a growing listener base and media coverage can be an attractive option.

So, if you haven't considered writing a podcast press release before, it's time to give it some serious thought. Next, let's look at when to issue press releases...

So, when should you write a podcast press release? Well, the key is to only write one when something newsworthy happens involving your show. Sure, every new episode may seem exciting and newsworthy to you, but publications have specific criteria for what kinds of stories they share. So, it's important to pick your press releases carefully and focus on the quality of updates, rather than quantity.

Let's take a look at some examples of newsworthy events that you can write press releases about.
First, if you're premiering a new season, that's definitely something worth announcing. It's a fresh start for your show and can generate excitement among your audience.

Another opportunity to write a press release is when you're announcing a new show. This is a big deal because it means you're expanding your podcasting portfolio and reaching new listeners who may be interested in your content.

If you have a noteworthy episode coming up, that's also press release material. Maybe you have a special guest or you're covering a trending topic that's sure to grab attention. These are the kinds of updates that publications love to share with their readers.

Speaking of special guests, if you manage to snag a high-profile guest for your show, that's definitely press release-worthy. It not only adds credibility to your podcast but also attracts a wider audience who might be interested in what your guest has to say.

When a network picks up your podcast, that's another moment to write a press release. It's a validation of your hard work and a chance to gain exposure to a larger audience through the network's platform.

Lastly, reaching a certain download milestone is also something to celebrate and announce. Whether it's 10,000 downloads or 1 million, it shows that your podcast is gaining traction and resonating with listeners.

Remember, when crafting a press release, don't just focus on any event, but rather concentrate on those that have the potential to captivate publications and intrigue their readers. By doing so, you'll increase your chances of getting the attention and coverage your podcast deserves.

How do you write a press release that will catch the attention of journalists and make them want to write an article about your podcast? Let me break it down for you.

First things first, when writing a press release, you need to think like a journalist. Journalists are always looking for the 5 "w"s: who, what, when, where, and why. So, make sure you answer all of these questions in your press release. Who are you? What are you announcing? When are you announcing it? Where are you? And why are you announcing it?

Another important thing to remember when writing a press release is to avoid using first-person pronouns. You want your press release to read like a news article, so keep it formal and objective. And speaking of keeping things short, try to keep your press release to a maximum of one page. Journalists are busy people, and they don't have time to read through a lengthy document.

Now, here's a pro tip for you: include some quotes from yourself about the news story. This adds a personal touch to your press release and gives journalists some material to work with. Journalists love quotes, so give them something juicy to include in their article.

Oh, and don't forget to attach some catchy images that they could use in their article. Visuals are always a plus and can really help make your press release stand out.

Lastly, be sure to include your contact information in the press release. You want journalists to have an easy way to follow up with any questions or clarifications. And who knows, they might even want to contact you for future stories.

Remember, your podcast website is like your podcasting resume. Make sure it's up to date and includes all the necessary information about your show and any guests you've had. This way, journalists can easily access all the information they need to accurately cover your podcast.

So, when it comes to the structure of press releases, there you have it. But here is one more killer tip: Did you know that Chat-GPT is already expertly trained at writing press releases — right out of the box? We have some prompt engineering for you in the show notes, but if you ask it to create a press release using "best practices," it does an awesome job of structuring and formatting the content you provide. Which is key: You need to, of course, give it the background info, but we have found that generating press releases with AI turns out consistently great copy. Also, you can generate infinite variations of your release, and your feedback will improve it even more. One note — you need to use Chat-GPT4; the older versions of 3.5 do not nearly work as well.

So, you've created an amazing press release for your podcast, and now you're ready to send it out into the world. But you might be wondering, how do you actually get it in front of the right audience? Well, I've got you covered!

Today, I want to share with you three cost-effective press release distribution platforms. But before we do, a word about SEO value of press releases and how some platforms are using links to your site.

In the SEO world, "do-follow" and "no-follow" are essentially directives given to search engines regarding how to view a link. They are part of the HTML code that is used when creating a hyperlink, and their importance is paramount.

A "do-follow" link tells search engines to, quite literally, follow the link. It's a sort of invitation, if you will. When search engines follow these links, they help boost the SEO of the destination website, increasing its visibility in search results, which can propel a podcast towards a larger audience.

On the contrary, a "no-follow" link is the bashful sibling of the "do-follow" link. It tells search engines not to follow the link, and as such, it doesn't boost the SEO of the destination website.

As we at Polymash are self-confessed fans of SEO, we invariably look for "do-follow" backlinks. The benefits are multifold. Not only do these links drive direct traffic to your podcast, but their SEO benefit helps more potential listeners discover your show when using search engines. It's like striking two birds with one stone!

But what should one consider when selecting press release platforms? It's simple, really. Look for platforms that allow you to have "do-follow" links. This ensures that your press release campaign will not just reach the immediate audience of the press release platform, but also potentially improve your podcast's appearance in search results.

Another aspect is "Tracking Links". Tracking links are common practice with many press release platforms. While these links serve an important purpose in the realm of analytics by tracking user behavior and link performance, their impact on SEO is far from ideal.

This is mainly because tracking links are essentially redirects. They don't really lead directly to your podcast website. Instead, they first take you to a different domain (usually that of the press release platform or the tracking service) and then redirect you to your website.

It's like being sent on a little detour before you reach your actual destination. The intention behind this detour is good - it helps the press release platform measure how many people clicked on the link.

However, this detour has a collateral effect on SEO. Because the redirect link isn't directly pointing to your website, search engines like Google assign the SEO benefit of this link to the redirect domain, not your website. So, even though these tracking links might seem beneficial at first glance, they don't offer any direct SEO boost for your podcast website.

This is why at Polymash, we place immense value on direct "do-follow" links, the kind that leads straight to your content without any detours. They not only increase your visibility by driving direct traffic to your site but also provide significant SEO benefits.

Finding a press release platform that offers direct "do-follow" links can be a real benefit in your podcast promotion strategy. It increases the SEO authority of your podcast website.

In our pursuit of the best press release resources for podcasters, let's move on to Press Release Distribution platforms and how they each implement these exact benefits.

First up, we have EIN Presswire. This platform offers plans starting at just $99.95 for a single press release, making it one of the most affordable PR distribution services out there. With EIN Presswire, you'll get instant content distribution, analytics reports, and a quick editorial process with free embedded media. It's a fantastic option if you're looking to get your press release out quickly and efficiently without breaking the bank.

Now, let's talk about PR Newswire. While it may be a bit more expensive, with prices starting at $299, it's widely regarded as an industry leader, especially if you have an international audience. PR Newswire allows you to deliver your press releases across 170 countries in multiple languages, ensuring extensive reach and visibility for your podcast. If you're looking to expand your podcast's global presence and target a larger audience, PR Newswire is definitely a platform worth considering.

Lastly, there is "Brand Featured". The benefit of "Brand Featured" is that a lot more of the links and mentions they generate are "do-follow" links, and that has huge SEO value. We use Agency SEO tools like A-H Refs to check on our backlinks, and so we have studied and compared the amount of incoming back-links from all the press release platforms we have tried. And "Brand Featured" by far yields the most results there. Also, this is the platform that sends you "as seen on TV" style logos — after the press release has been distributed. You can then use these on your website as social proof. This is because they partner with TV affiliate stations from some of the largest networks like FOX and NBC, and send your press releases to them. "Brand Featured" costs are comparable to PR Newswire, but they often run special promotions, so you might want to look for that.

If you are on a budget, or you happen to have journalists on your email list, you could consider handling the distribution and outreach for your press release yourself. But mostly it makes sense to use distribution services to help you save time and effort. Remember, getting your press release in front of the right media outlets is crucial for generating buzz and attracting new listeners. So, instead of trying to reach out to 600 media outlets yourself, why not let the pros do the work for you?

By utilizing these cost-effective press release distribution platforms, you can ensure that your podcast gets the attention it deserves. Whether you choose "EIN Presswire" for its affordability and efficiency or "PR Newswire" for its international reach, or "Brand Featured" for it's SEO value and social proof logos, these options can help you promote your podcast effectively and reach a wider audience.

And, of course you can use a successful press release as an occasion for a blog post on your own site. Then share links to it on social media and include it in your newsletter or email list. Pro tip: when sharing your press release, link to your own blog or podcast website article featuring the press release and key outlets where it has been featured. This way, you benefit from the traffic and social media shares from friends or colleagues.

Thanks for listening to today's episode! Consider writing a press release whenever there is something newsworthy about your podcast. If you're looking to save time and reach a wider audience, consider using services like "EIN Presswire" or "PR Newswire" for press release distribution. And if you want to increase your podcast websites SEO domain authority, consider using "Brand Featured".

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