What is a podcast tour?

 

A podcast tour is a strategic plan to promote your brand, book, expertise, or product by appearing as a guest – or “guest casting” – on value and target-aligned podcasts. Unlike satellite tours where you spend a marathon stretch of a day or two in a studio doing one interview after the next, podcast tours are done from the comfort of your home or office on your schedule.

How is a podcast tour different than traditional PR?


They’re not. We approach booking our experts, entrepreneurs, and authors on podcasts just as we would any other medium. We created a separate vertical out of Dalyn Miller Public Relations because we saw an opportunity to offer a particularly valuable medium, at a reduced price, early in the growth of the platform. The lack of a comprehensive, industry wide database meant that the rapidly growing list of contacts and relationships our team was building set us apart from agencies that had only just begun to enter the space. The next step seemed obvious to us and The Podcast Team @ Dalyn Miller PR was born. 

 

Why are podcasts so valuable to a PR strategy in 2018?

Podcasts feature four key elements that will promote your message and drive engagement with your book or brand:

  • Podcast subscribers are 100% an “opt-in” audience guaranteeing listener loyalty to the podcast and strong engagement with the content

  • Podcast interviews are long-form which allows experts, entrepreneurs, and authors the time and the platform to tell their story, share their philosophies, and capture the listener’s interest in their brand – a significant difference from radio and television interviews which rarely allow for more than 3-5 minutes

  • Podcast episodes are transmitted, promoted, and shared via social media, blogs, and the podcast's website providing you with multi-platform visibility and increasing your SEO ranking, meta data, brand exposure, and discoverability

  • Podcast episodes live on their hosting platforms (iTunes, Stitcher, Player.FM, etc.) forever. Furthermore, a podcast listener's behavior mimics a television viewer's in that new fans of a show will go back and "binge" old episodes giving you and your brand ongoing exposure for years to come

How do you measure the size or value of a podcast?


Unlike traditional media, there is no “ratings” system for podcasts outside of things like “stars” and number of reviews on iTunes. Only the podcaster knows how many downloads of an episode they have. Our job is to ensure you get your message in front of the right audience, so we will work with you to evaluate shows based on a mix of numbers, content, social engagement, reputation and old-fashioned PR gut. We’ll even point you to a few episodes to sample to make sure it's a good fit.

How long does a tour last?

Each tour is unique and the time it takes to complete one depends on the guest (you!), the topic, and your target shows. We’ve booked tours in as quickly as one week from the time we began pitching and we’ve had tours that have lasted more than six months. Sometimes our clients extend beyond their entry tour and work with us on a retainer rate month after month. And other times the one tour achieves their goals.​

Why should I choose The Podcast Team?

 

Like any fast-growing medium there is a growing number of booking services setting up shop every day. What sets us apart is that we are a new division under our parent company, Dalyn Miller Public Relations, a 14-year old full-service media relations agency. What that means is that we’re able to connect the tried and true principles and best practices of traditional PR to the relatively new platform of podcasting. Through extensive relationship building, a unique understanding of messaging and mission marketing, and a team of bookers who understand the ins and outs of the media landscape, we’re able to deliver the right opportunities for our clients every time.

 

What does it cost?

Our tours are a lot less expensive than you might think, especially if you’re used to the pricier monthly retainers of full-service PR campaigns. Email me at dalyn@thepodcastteam.com and let’s set up a time to chat through our tour offers, the differences between them, additional add-on services that might benefit you – such as content placement, blog outreach, or a radio or television tour – and choose the right one for you.

Why don’t you offer a monthly retainer model?

In fact, we do! We offer retainer models for clients who complete a 15-interview entry tour us and want to integrate podcast bookings into a longer branding and promotion strategy. We’ll also offer a retainer model to a client who is looking to bundle podcast bookings with other a la carte services we offer through DMPR as a part of a longer-term PR strategy. 

 

What’s included with the media training add-on?

 

Our media training service is created in partnership with Jess Todtfeld, former national news producer and founder and president of Success in Media, Inc. It consists of a 5-module, online training course which includes instructional videos, downloadable worksheets, exercises covering all aspects of media interviews from content, to presentation style, to how to develop and use a variety of sound bites. Best of all: you'll receive direct feedback from Jess and Dalyn upon completion of each module. If you’ve never been on the air before, this will teach you everything you need to know. If you haven’t been on in several years, this will help you brush up and learn a few new tips and tricks. Even if you’re a seasoned interview pro, this package will walk you through mastering the long-format interview which is very different than the typical 3-5 minute spots you're offered on traditional broadcast media.

What equipment do I need? What type of technology should I be familiar with?

 

A successful interview requires some advanced planning and preparation – but no need to worry, we do all the heavy lifting. We will send you a information on the brand of USB microphone and headset that will need for your interviews and links to where to buy them (they won't break the bank). When you sign with us at the Premier level we send you an industry-leading, studio-quality USB mic and headset to keep. It’s yours to use throughout your tour and for future interviews beyond your work with us. If you're unfamiliar with Skype or Zoom we will schedule a tutorial to go over each of those with you. These are the apps you'll use for during your interviews.