Earned Media Pitching: Examples for both digital (podcasts) and traditional (broadcast TV) media

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Quick Case Study #1: How fractional CMO consultancy crafted tailored podcast pitches to book 42 appearances

Strategic Pete is a fractional CMO service. Over six months, the team developed a structured, repeatable system for booking 42 podcasts.

We’ll first look at what did and didn’t work for pitch messaging and then show you the overall process the team used.

WHAT DIDN’T WORK: No personal connection and generic language

Here’s an example of an unsuccessful pitch:

Hi Pilar,

[Podcast name] has been something I've been enjoying listening to.

Your most recent episodes made me consider how much Peter Lewis' expertise on Remote Leadership would be an invaluable source of inspiration for your avid listeners, he can definitely equip them with innovative strategies!

Peter is an entrepreneurial master of market optimization - having coached the business lives of over 200 CEOs with his Fractional CMO services at Strategic Pete! With 15+ years under his belt, he's without doubt a powerhouse in increasing revenue and streamlining systems.

He can speak on Remote Leadership and this can substantially assist your audience in gaining the Strategic Pete edge on being resourceful with what they currently have today and have a better return on their investment tomorrow. Peter is a savvy marketer, entrepreneur, manager, strategist, and coach.

It would be amazing if you two could get acquainted! Check out their headshot, plus a bio that will give you all the juicy details. Could we set it up so he can join your show?

Let's set up the recording right away!

Thanks,

Lesley Reetz
SaaS Pro

I asked the team to analyze why they thought this message wasn’t successful:

• No personal connection – The opening line, “[podcast name] has been something I've been enjoying listening to,” is vague and impersonal. It doesn’t reference a specific episode, topic, or detail about the podcast, making it clear the sender hasn’t taken the time to engage with the content.
   
• Generic language – Phrases like “invaluable source of inspiration” and “innovative strategies” are broad and don’t give the host a concrete reason to believe Lewis is a good fit. There’s no clear connection between Lewis’s expertise and the podcast’s audience.
   
• Overuse of buzzwords – Describing Lewis as “an entrepreneurial master of market optimization,” “a powerhouse,” and “a savvy marketer, entrepreneur, manager, strategist, and coach” feels excessive and lacks substance.

• Unfocused Value Proposition – The pitch vaguely mentions “Remote Leadership” but doesn’t explain what specific insights or practical takeaways Peter could offer. The host is left guessing how Peter would add value to the show.

• Weak CTA – Instead of asking for a specific next step, the pitch relies on phrases like “It would be amazing if you two could get acquainted!” and “Let’s set up the recording right away!” which come across as pushy rather than professional.

The team felt that this pitch failed because it felt rushed, generic, and lacked the personal touch needed to resonate with the host. It didn’t show genuine effort or a clear understanding of what the podcast was looking for.

WHAT WORKED: Clear, personal, and focused on delivering value

Here’s an example of a successful pitch:

Hi Brian,

Hope you’re doing well! I’m Lesley Reetz, reaching out on behalf of Peter Murphy Lewis from Strategic Pete.

I just listened to your episode, Building a Marketing Team from Scratch with Nathan Yeung, and it reminded me of Peter’s expertise in creating and optimizing marketing teams to deliver measurable results. And did I mention that Peter actually lives in a zoo?

Peter could share:

Actionable strategies for structuring marketing teams that align with business goals, drawn from his success scaling businesses across diverse industries.

Real-world insights on balancing strategy and execution to create marketing departments that deliver both immediate impact and long-term growth.

Practical advice on integrating tools and metrics to track KPIs effectively, ensuring every team member contributes to the bottom line.

Could you share a calendar link to set up a chat?

Feel free to check out his speaker page if you’d like to learn more.

Best,
Lesley Reetz
SaaS Pro

I asked the team to analyze why they thought this message was successful:

• Personalized start – It references a specific episode (“Building a Marketing Team from Scratch with Nathan Yeung”) and connects it to Lewis’s expertise. This shows the sender actually knows the podcast and isn’t just sending a mass email.
   
• Memorable hook – The line, “And did I mention that Peter actually lives in a zoo?” adds a bit of humor and personality, making the pitch stand out without feeling forced.
   
• Specific value – The email lists three actionable topics Lewis could cover, all directly relevant to the podcast’s audience: structuring marketing teams that align with business goals, balancing strategy and execution for growth, and using tools and metrics to track KPIs effectively.

• Clear next step – The email doesn’t leave the host guessing. It asks for a calendar link to set up a chat, making it simple to move forward.

• Useful resources – A link to Lewis’s speaker page and LinkedIn are included, so the host can quickly learn more if they’re interested.

PROCESS: A podcast outreach system

The pitch emails did not exist in a vacuum. They were part of a repeatable process the team created.

Step #1: Choose active shows that align with ICP

Using tools like Echo Jockey, Chartable, and Listen Notes, the team analyzed metrics such as:

• Global rankings – To identify podcasts with active and growing listener bases.
• Audience demographics – Ensuring alignment with their niche.
• Listen scores and host engagement – To prioritize shows where the audience actively engages with the content.

“We select shows where the audience aligns with our goals, like Becker’s Healthcare Podcast, a top 10 healthcare show where the listeners actually care about my new long-term care docuseries,” said Peter Murphy Lewis, Founder, Strategic Pete.

While an audience that is both large and relevant is the sweet spot, the team values the ICP over big audience numbers. "Smaller podcasts with engaged audiences often outperformed larger ones. The key is alignment with your target market," he said.

Step #2: Craft a personalized pitch

Each pitch was tailored to the podcast, referencing specific episodes, themes, or the host’s style.

The subject line is personal and specific, referencing a past guest or recent episode (e.g., “Loved your episode with [Guest’s Name] on [Topic]”).

The CTA is simple and clear (e.g., “Would you be open to a quick call to discuss this?”).

For most podcasts, the team didn't listen to full episodes. Instead, they used the Otter.ai transcription tool to quickly turn those episodes into text, which lets them analyze big-picture themes, the host's style, and what kind of topics the podcast leans into. That's a faster way to work through many shows without sacrificing the ability to make an informed pitch.

That said, for podcasts that are closer to the company’s goals or ones with a higher profile, they take the time to listen.

"When we understand the flow, the tone, and vibe of the host, we're able to create a pitch that really shows we've done our homework and prepares me to deliver when it's time for the interview," Lewis said.

For example, if pitching to a podcast that's more conversational in tone, they'll lead with Lewis's storytelling ability and offer anecdotes to fit the podcast’s audience. If it is more of a technical or tactical show, they'll propose actionable strategies or case studies he can share.

The point is, they don't take a one-size-fits-all approach. On average, about two hours per day are spent organizing pitches, tracking responses, sending follow-ups, and tailoring each email for personalization.

Step #3: Track each pitch

The team built a custom Podcast Tracker in Excel to manage every stage of the outreach process. The tracker included:

• Research tab – Details about each podcast, including host names, audience size, and metrics from tools like Chartable.
• Pitching tab – Tracking which podcasts had been contacted, when follow-ups were sent, and which responses were pending.
• Weekly updates tab – Summarizing new bookings, pending pitches, and areas for improvement.
• Post-interview tracking tab – Keeping notes on what went well during interviews and ensuring follow-ups with hosts.

Step #4: Put in the prep work to serve the host and audience

Podcast recordings are planned well in advance, with approximately 1–2 hours per week allocated to actual interview sessions.

“Preparation is exhaustive but saves time. By the time I jump on a call, I know 90% of what to expect: the host’s tone, the audience’s mindset, the possible questions. It’s all mapped out ahead of time. That means I walk into the conversation ready to deliver, and it saves me, as a CEO, countless hours,” Lewis said.

Step #5: Repurpose podcast content

A small team of two to three people handled the weekly workflow to edit and schedule short, punchy video clips. It takes about four hours a week to edit the videos and visuals for repurposed content. Here’s how it works:

• Identifying engaging moments: Clips were chosen based on what the audience wanted to hear. Examples include Peter directly addressing CEOs with practical strategies or sharing memorable personal stories like living in a zoo or working at a Play-Doh factory as his first job.
• Editing process – The raw clips are edited include subtitles, animations, and visually compelling elements to maintain attention. Each snippet is given a clear, concise title that reflects the topic and value of the clip.
• Scheduling content – The videos are scheduled for release at optimal times, often aligned with audience engagement data.

Every podcast appearance also inspired a blog post with a summary of key points, direct links to the host’s page to reinforce collaboration, and additional insights or resources not covered in the audio. Once published, blog posts are shared across social platforms and amplified using Quuu Promote.

RESULTS: 42 podcast appearances

The team booked Lewis on 42 podcasts. Based on data from Listen Notes, they estimated he was heard by 400,000 to 500,000 listeners across these 42 podcasts.

The team had a 33% success rate – with 10 podcasts booked for every 30 emails sent.

Repurposed snippets on LinkedIn and YouTube received 500 to 1,000 views per post.

“The best part wasn’t just seeing Peter land on great podcasts; it was watching the team come together to realize this. It turned into a team win and gave us a solid framework to tackle other projects with the same focus and coordination," adds Candice Johns, Customer Success Specialist, Strategic Pete.

Quick Case Study #2: How local pawnshop got $93,000 worth of airtime with targeted, local PR pitches

While Strategic Pete leveraged podcasts to expand its reach, Traders Loan and Jewelry adopted a local PR approach to achieve results in traditional media.

BEFORE: Broad, general promotion

When Traders held events, it relied on in-store collateral materials like flyers and postcards, promoting on its Facebook and Instagram channels, and wiring a press release both pre and post event.

Creative Sample #1: Facebook post

AFTER: Targeted pitch to specific media outlets

The team decided to transform its event promotion by adding public relations. They looked at which local news outlets covered lifestyle segments and community stories and pitched several of them.

The pitch included stats to show how unique it is for a small local business to survive and thrive for 70 years. For example, “According to the US Small Business Administration, there are over 32.5 million small businesses in the US, with over 600,000 new businesses starting every year. About 50% of them will fail within the first five years, and only 25% make it beyond ten years.”

They also mentioned special guests to help draw coverage of the event. “We noted the attendance of the local West Valley Warner Center Chamber of Commerce and Dennis P. Zine, a former LA politician,” said Erika Brooks, Senior Vice President, Synaptic Marketing and PR (Trader’s agency).

They tracked email clicks rates, and sent personalized followups to reporters who clicked but didn’t reply. The followups included event logistics as well as the potential stories a pawnshop could tell – like all the interesting items that have passed through the doors over 70 years.

RESULTS: $93,000 advertising value equivalency

The campaign secured a live segment on the local Fox affiliate’s ‘GoodDay LA’ four-hour long morning show, which included interviews with the store owner and highlighted the unique aspects of the business.

Creative Sample #2: Pawnshop appears on morning show

The team estimates the advertising value equivalency of this coverage at $93,000.

"The coverage not only brought attention to our business but also helped reshape perceptions about pawnshops," said Diane Taylor, Owner, Traders Loan and Jewelry.

Related resources

Top HARO (Help A Reporter Out) Alternatives: How to find primary sources for business journalism and content marketing

Public Relations: The best press release is no press release

Content Syndication: How to get wider distribution of your content marketing