How to Book Podcast Interviews in Australia: The Complete Founder’s Guide
- Simon. P
- Oct 8
- 5 min read
I’ve worked with founders who spent months chasing media coverage without traction. Yet, when they learned how to book podcast interviews, they unlocked one of the most effective, low-cost PR channels available today.
Podcasts are intimate, niche, and trust-driven. A single well-placed interview can generate more qualified leads than a press release in a national newspaper.
When Sam launched his SaaS startup in Brisbane, he pitched big-name podcasts with generic “I’d love to be a guest” emails. He heard nothing back.
He approach us and we devised a strategy where, instead of chasing the biggest shows, he pitched 20 niche podcasts for accountants and bookkeepers (his ideal audience). The email referenced specific episodes, explained the value he could add, and included 3 suggested talking points. Within a month, he had booked 6 interviews. Those interviews generated his first 50 paying customers.
The difference wasn’t his story—it was how he pitched and targeted podcast interviews.
What Exactly Is Booking Podcast Interviews?
Booking podcast interviews is the process of pitching yourself (or your brand’s spokesperson) as a guest on relevant podcasts, with the goal of building credibility, awareness, and leads.
It covers:
Identifying target podcasts aligned with your audience.
Crafting pitches that add value to the host’s audience.
Building relationships with hosts and producers.
Preparing talking points to communicate your story clearly.
Following up and leveraging each appearance for PR and marketing.
Examples:
Melanie Perkins built early credibility by sharing Canva’s story on startup and design podcasts.
Afterpay’s execs regularly feature on finance podcasts to influence investor and customer trust.
Why This Could Make or Break Your Business
Cost-Effective PR: Podcasts often cost nothing beyond your time.
Targeted Reach: You reach niche audiences—ideal for B2B and startups.
Authority Building: Being featured as a guest builds instant credibility.
Lead Generation: Listeners are often action-takers—prime prospects.
Evergreen Impact: Episodes stay online for years, continuing to drive awareness.
Podcast interviews are an underrated growth hack—especially for founders early in their journey.
Before You Start
Checklist before pitching podcasts:
Define your story: why you, why now?
Draft 3–5 talking points (educational, not just promotional).
Build a short founder bio (100 words).
Prepare a professional headshot and website link.
Research podcasts with your target audience.
Collect episode references to mention in pitches.
Set aside time for recording (usually 45–60 minutes).
Being prepared makes you look professional and credible.
How to Book Podcast Interviews:
Step by Step
Step 1: Identify Relevant Podcasts
Search Apple Podcasts, Spotify, and Chartable.
Check competitor guest appearances.
Look for shows with 1k–10k downloads (niche > massive).
Result: You target shows your ideal customers already listen to.
Step 2: Build a Target List
Create a spreadsheet with show name, host, email, and link.
Add notes on audience and recent episodes.
Prioritise 20–30 shows to start.
Result: You have a focused outreach pipeline.
Step 3: Craft Personalised Pitches
Start with the host’s name and reference a recent episode.
Share your expertise and why their audience would care.
Suggest 2–3 specific topics you can cover.
Keep it under 200 words.
Result: Hosts see value immediately and reply faster.
Step 4: Follow Up Politely
If no reply, follow up in 7 days.
Keep tone friendly, not pushy.
Offer flexibility around dates/times.
Result: You secure more bookings without burning bridges.
Step 5: Prepare Talking Points
Lead with value, not promotion.
Share stories, data, and practical tips.
Keep answers clear and concise.
Result: The host and audience see you as insightful, not salesy.
Step 6: Deliver a Professional Interview
Use a quality mic and quiet room.
Speak in stories, not just facts.
End with a clear call-to-action (download, website, resource).
Result: The episode converts listeners into fans or leads.
Step 7: Repurpose the Content
Share the episode across LinkedIn, email, and socials.
Clip highlights into short videos.
Add to your press/media page.
Result: One interview becomes weeks of PR content.
Mistakes to Avoid
A Perth founder sent mass copy-paste pitches to 100 shows. Zero responses. Hosts can smell generic emails.
An e-commerce brand landed a podcast but treated it like a sales pitch. The host never invited them back—and the episode flopped.
A Sydney startup forgot to share their episode. They missed out on the compounding exposure.
Real-World Examples
A Melbourne fintech founder appeared on 8 finance podcasts in 6 months, explaining small business cashflow problems. Each episode generated inbound leads, lowering CAC dramatically.
A Brisbane wellness coach pitched a top global podcast with no relevance to her audience. Even if she’d landed it, the listeners weren’t her ideal clients. Niche would’ve been smarter.
Podcast bookings work best when audience relevance > show size.
What It Costs and How Long It Takes
DIY / In-house:
$0 cash; main investment is 10–20 hours for research, pitch writing, and follow-up. The true cost is founder time.
Template/Resource:
$50–$150 for media pitch templates;
cuts time to ~5 hours.
Professional/Done-for-you:
$1,500–$5,000/month for PR support to secure guaranteed bookings.
Ongoing: None beyond prep time for each interview.
Hidden Costs: poor prep = weak interviews, lost opportunities.
Mentor Tip: DIY the first 3–5 interviews to refine your pitch, then scale with professional help if ROI is clear.
What to Do Next
By acting now, you turn podcast interviews from “someday” into a growth channel today.
➡️ Download the Podcast Outreach Email Guide free from ProDesk’s resource library—built for action-takers who want clarity and quick wins right now [ProDeck.com].
➡️ Shortcut the hard part with Noize. We execute podcast interview booking end-to-end—show research, tailored pitches, scheduling, media kit, tracking links, and post-show repurposing. [Noize.com.au]
➡️ Build momentum on command. Use The StartupDeck—200+ moves that create leverage [theStartUpDeck.com].
The Bottom Line
Podcast interviews are a hidden PR weapon for founders. They’re cost-effective, highly targeted, and build authority like few other channels.
Skipping them means missing chances to get in front of niche audiences already primed to listen. Nailing them means leads, partnerships, and credibility that compounds for years.
Founders who learn how to book and deliver podcast interviews position themselves as thought leaders—not just business owners.
FAQs
Do I need a PR agency to book podcast interviews?
Not at all. With research, a clear pitch, and persistence, founders can DIY podcast bookings effectively.
Should I target big-name shows or smaller podcasts?
Smaller, niche podcasts often convert better because their audiences are more engaged.
What do I say if I don’t have media experience?
Focus on your expertise and value for the audience. Hosts prefer authenticity over polish.
How do I track ROI from podcast interviews?
Use unique links or discount codes to measure sign-ups or sales from each interview.
How many podcast interviews should I aim for?
Aim for 1–2 per month. Consistency compounds exposure without overwhelming your schedule.
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