When Michael Perry and Ellen Mary were considering launching a new podcast, they were looking for someone with insight into the horticultural PR world to bounce ideas around with. We’ve worked with Michael (AKA Mr Plant Geek) for a long time so he knew who to come to! We met in a London coffee shop to thrash out what it could be and how to launch and promote it – and the rest is history!
We’re proud to say we’ve been on board from the very beginning, helping things grow from an idea to one of the top charting gardening podcasts, attracting high profile guests from around the world. The Plant Based Podcast celebrates plants in all their wondrous diversity and interviews guests who are equally passionate about plants and the positive impact they have on our lives. It is unique in its field and stands out from the other gardening-focused shows with its eclectic variety and playful delivery.
Honest’s role was to help the listenership of he Plant Based Podcast grow as quickly as possible, but also find tangible value in the topics discussed and guests interviewed. In an ever-changing and evolving media landscape, it was important that the podcast found its audience and didn’t get lost in the noise.
Michael and Ellen wanted the listeners of the Plant Based Podcast to be as diverse as the topics they talk about, so we were tasked with extending its reach beyond traditional gardening media, to attract listeners who weren’t necessarily interested in horticulture. This meant securing placement in national features so that non-plant lovers could discover it too.
We’ve been part of the podcast since its inception, so our role is varied and expansive, going way beyond just PR. We book guests and manage interviews, provide copywriting and relentlessly seek out PR opportunities.
Ahead of the launch, we researched, pitched to, and booked a stellar line-up of guests for season one. We devised a strategy to make sure the launch was a success, involving notifying media, securing features and finding the right sponsor. We coordinated cross promotion with guests and the sponsor to get the podcast talked about on as many platforms as possible.
When the podcast went to the RHS Chelsea Flower Show to record some special episodes, we arranged interviews and coordinated the recording schedules. As well as providing media support and managing relationships with guests and sponsors, our work with the Plant Based Podcast also sees us utilising our copywriting skills for writing episode descriptions for iTunes and Spotify listings, crafted carefully to boost SEO and search listings to help more people discover the show.
We approached relevant media targets, including those that aren’t plant-specific or focused around gardening, finding opportunities for features and coverage across a multitude of sectors and national titles. To expand the audience further, we researched podcast directories and ‘what to listen to guides’ and make sure that the show is featured.
The podcast was an instant hit, shooting to the top of the iTunes charts in ‘hobbies’ in its first 24 hours. It has maintained a top charting position ever since, even gathering an international following.
We secured varied coverage for the podcast, with mentions in over 150 articles in publications including Plant Based, Top Sante, Grow Your Own, Muscle and Fitness, Ideal Home, Country Homes and Interiors, Real Homes, Kitchen Garden, Woman and Home, Simply Vegan, Vegan Health and Fitness.
Combined, these publications have a print reach of over three million and demonstrate that we met the goal of reaching a variety of demographics and interests far beyond gardening. We also secured inclusion in podcast recommendation articles for the Daily Mail, The Sun and The Sunday Express.
“Honest helped us reach new media that we wouldn’t have known about before. Plus, they’ve been really useful, taking some of the tasks off our hands and helping the process run really smoothly. They have a great network of contacts and know where to get the story out and when. We’d really recommend them.”
Michael Perry and Ellen Mary