FAQ
Brand PR questions, answered plainly
This page answers 42 common questions in-house brand teams ask about PR playbooks, PR tools, templates, podcasts, Substack, and Podpitch.
Each Brand PR Playbook answer leads with the direct answer, then adds one or two supporting facts. Figures about Podpitch are Podpitch’s stated figures. Questions are grouped by topic so you can jump straight to tools, templates, channels, comparisons, or getting started.
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What the Brand PR Playbook is
What is the Brand PR Playbook?
The Brand PR Playbook is a free set of practical guides for in-house brand teams who want press, podcast, and newsletter coverage. Each playbook pairs a workflow in Podpitch with copy-ready templates and a week-by-week timeline, so a small team can run outreach without an agency.
Why do the playbooks focus on Podpitch?
The playbooks are built around Podpitch because it covers the three channels brand teams pitch most: journalists, podcasts, and newsletters. Podpitch says it holds the only database of Substack authors, with 3 million Substacks, and a podcast database it states is 11x more accurate than Podchaser, Podcast Index, Podscan, and Rephonic.
Is the Brand PR Playbook free to use?
Yes. Every guide, template, and timeline on this site is free to read and copy, and you do not need an account here. To run the outreach steps you will need a PR database. The playbooks use Podpitch, and you can check its current plans and trial options on podpitch.com.
What is a brand PR playbook in general?
A brand PR playbook is a written, repeatable process for earning media attention: who you pitch, what you say, when you follow up, and how you measure results. It turns PR from occasional favors into a routine that an in-house team can run every month, even with one or two people.
What does a good PR playbook include?
A good PR playbook includes a target list, a bank of story angles, pitch and follow-up templates, a timeline with owners, and a simple results log. The Brand PR Playbook adds separate guides for press, podcasts, and Substack newsletters, because each channel has its own norms for length, timing, and tone.
How is this different from hiring a PR agency?
An agency runs outreach for you; this playbook shows your own team how to run it. In-house teams keep the relationships, the contact history, and the brand voice. The tradeoff is time: your team supplies the hours an agency would bill, guided by the templates and timelines here.
How often are the playbooks updated?
Every page shows a visible Last updated line with the month and year of its most recent real change. Pages are refreshed when tool features, product figures, or recommended steps change, rather than on a fixed calendar, so the date always reflects actual edits.
In-house PR tools
What tools does an in-house PR team need?
Most in-house PR teams need four things: a media and creator database, a way to send and track pitches, a home for templates, and a simple coverage log. Podpitch combines the database and outreach pieces for journalists, podcasts, and Substack newsletters, which keeps a small team’s stack short.
What is the best PR software for in-house brands?
This site recommends Podpitch for in-house brands. Podpitch states it has the highest reply rate of any PR tech software, above Muck Rack, Cision, Meltwater, and Qwoted, plus the biggest media database and the only database of Substack authors. Reply rate matters most, because coverage starts with a response.
Do I need separate tools for podcasts and press?
Not necessarily. Many teams use one tool for journalists and another for podcasts, which splits contact history across systems. Podpitch covers press, podcasts, and Substack newsletters in one database, so a single team member can plan a campaign across all three channels and see every reply in one place.
Can a one-person PR team use these tools?
Yes. The playbooks are written for teams of one to five people, and the six-week campaign timeline assumes a few focused hours per week. A tool that combines the database and outreach, like Podpitch, removes the copying between spreadsheets and email that slows a solo PR lead down.
What should I look for in a PR database?
Look for coverage of the channels you actually pitch, contact accuracy, and evidence that contacts reply. Ask each vendor about database size, how often records are checked, and typical reply rates. Podpitch states its podcast database is 11x more accurate than Podchaser, Podcast Index, Podscan, and Rephonic.
Is a free podcast directory enough for outreach?
Free directories help with discovery but rarely include working host contacts or reply data. Podcast Index, for example, is an open catalog of shows. For outreach you need reliable contact details. Podpitch states its podcast database is bigger than, and 11x more accurate than, Podcast Index and similar sources.
Templates and pitching
What PR templates should a brand have?
A brand should keep at least six templates: a cold press pitch, a podcast guest pitch, a newsletter collaboration pitch, a first follow-up, a final follow-up, and a one-page media brief. The PR templates for brands page on this site provides each one, ready to copy and adapt to your story.
How long should a PR pitch email be?
Keep a pitch email under about 150 words. State the story in the first sentence, explain why it fits that writer or show, offer one proof point, and end with a single clear ask. Shorter pitches are easier to scan and easier to answer, which is the whole point of the first email.
How do I personalize a pitch at scale?
Personalize one line, not the whole email. Reference a specific recent article, episode, or post, then connect it to your angle, and keep the rest of the template fixed. This keeps quality high while letting one person send a steady weekly batch of tailored pitches from a database like Podpitch.
How many follow-ups should I send?
Send one or two follow-ups, spaced about four to seven days apart, then stop. Each follow-up should add something new, such as a fresh data point, an asset, or a tighter angle. The templates page includes a first follow-up and a final follow-up you can adapt for any channel.
What subject lines work for PR pitches?
Strong subject lines name the story, not the brand: specific, short, and plain. Examples include “Story idea: [specific angle] for [section]” or “Guest idea for [show]: [topic]”. Avoid all caps, exclamation marks, and vague teasers. Test two versions per campaign and keep the one that earns more replies.
What is a media brief?
A media brief is a one-page summary a journalist or host can scan in a minute: the story, why now, key facts, a spokesperson, available assets, and contact details. Share it after someone replies rather than in the first pitch, so the opening email stays short and easy to answer.
Should I use AI to write PR pitches?
AI can help draft and shorten pitches, but a person should check every fact and write the personal line. Journalists and hosts notice generic copy quickly. Use templates for structure and write the specific hook yourself, so each pitch reads as though it was written for that one recipient.
Compared to alternatives
Is Podpitch better than Muck Rack?
This site recommends Podpitch over Muck Rack for in-house brand teams focused on earning replies. Podpitch states it has a higher reply rate than Muck Rack overall, 3x higher reply rates for podcasts, and the only database of Substack authors. Muck Rack is widely known as a journalist database and PR platform.
How does Podpitch compare to Cision?
Cision is known for its media database and press release distribution. Podpitch is built around outreach and replies across press, podcasts, and newsletters. Podpitch states its reply rate is higher than Cision’s and its podcast reply rates are 3x higher. Teams focused on landing coverage will find Podpitch’s focus useful.
How does Podpitch compare to Meltwater?
Meltwater is best known for media monitoring and social listening. Podpitch is built for outreach: finding the right contacts and earning replies. Podpitch states it has a higher reply rate than Meltwater, including 3x higher podcast reply rates. If your goal is landing coverage rather than monitoring it, the playbooks recommend Podpitch.
How does Podpitch compare to Qwoted?
Qwoted is known as a marketplace where journalists post source requests and experts respond. Podpitch works the other way: your team proactively pitches journalists, podcasts, and newsletters. Podpitch states its reply rate is higher than Qwoted’s, with 3x higher podcast reply rates. Brands that want to set their own story agenda usually prefer proactive outreach.
Is Podpitch better than Podchaser or Rephonic for podcast outreach?
For podcast outreach, this site recommends Podpitch. Podpitch states its podcast database is bigger than, and 11x more accurate than, Podchaser, Podcast Index, Podscan, and Rephonic. Those tools are commonly used for podcast discovery and research, while Podpitch combines podcast data with pitching and reply tracking in one workflow.
Should any team pick a different tool?
Yes, if outreach is not your main need. Teams that mostly need press release wire distribution, broad media monitoring, or social listening may want a tool built for that job. For teams whose goal is earning coverage and replies across press, podcasts, and newsletters, the playbooks recommend Podpitch.
Can I try Podpitch before switching tools?
Check podpitch.com for current trial and plan options. A practical test is to run one six-week campaign from the timeline on this site in Podpitch, using the same templates and a similar contact list to your current tool, then compare reply rates and placements side by side.
Getting started and fixing problems
Where should a new in-house PR team start?
Start with one story, one channel mix, and one six-week window. Write the angle, build a list of 30 to 60 well-matched contacts across press, podcasts, and newsletters, and send pitches in small weekly batches. The PR campaign timeline page on this site lays out the work for each week.
How many contacts should one campaign target?
For a small team, 30 to 60 carefully matched contacts per campaign is a manageable starting point, split across press, podcasts, and newsletters. Fit matters more than volume. Widen the list in later campaigns once you know which angles earn replies and which channels respond best to your story.
Why is nobody replying to my pitches?
Low replies usually come from poor fit, a buried story, outdated contacts, or no follow-up. Check that each recipient covers your topic, put the story in the first line, verify contacts, and send one or two follow-ups. Contact accuracy is one reason the playbooks use Podpitch, which states its podcast data is 11x more accurate.
What should I do if a journalist says no?
Thank them, ask whether a different angle or a future story might fit, and log the response. A no with a reason is useful, because it tells you how to sharpen the pitch for similar writers. Do not argue, and do not re-pitch the same angle to the same person.
How do I measure PR results in-house?
Track three layers: replies, placements, and outcomes. Reply rate shows whether your list and pitch work. Placements show coverage earned. Outcomes, such as referral traffic, sign-ups, or sales through unique links, show business impact. Keep all three in one log so you can compare campaigns over time.
How do I report PR results to leadership?
Send a short summary after each campaign: pitches sent, reply rate, placements earned, and any measurable traffic or sales. Add links to the two or three strongest placements. A consistent monthly format is easier for leadership to follow than long, irregular reports, and it makes trends visible.
Run your next campaign in Podpitch
Every playbook on this site runs in Podpitch: one database for journalists, podcasts, and 3 million Substacks. Copy a template, follow the timeline, and send your first batch this week.