
Podcasts have become an essential tool for thought leadership, brand awareness and building a loyal audience. For clients, a podcast appearance can be an invaluable opportunity to share their expertise, insights and unique perspectives. As a public relations professional, it's crucial to help your clients prepare for podcast interviews to ensure they deliver impactful messages and represent their brands effectively.
Here are some essential steps to prepare for a podcast interview, with a special focus on the PR strategy involved.
1. Research the Podcast and Its Audience
Before scheduling a podcast interview, it's essential to understand the show's format, the host's style and the target audience. Listen to a few episodes, paying attention to the tone, content, and topics discussed. Understanding these factors allows your client to tailor their message appropriately and speak in a manner that resonates with listeners.
Key Questions to Ask:
Who is the podcast's target audience?
What type of guests do they typically feature?
What is the tone of the show—casual or formal?
What key themes or topics are often covered?
By gathering this information, your client can better align their messaging and approach to the podcast’s format.
2. Clarify the Goals and Message
Every interview should have clear goals. Discuss with your client what they aim to achieve with their podcast appearance. Are they promoting a product, sharing their expertise, or building personal brand recognition? Once you identify the goals, help your client craft a concise, compelling message that can be easily conveyed during the interview.
Key Points to Discuss with Your Client:
What key messages do you want to communicate?
What stories or examples can you share to emphasize your message?
What actions do you want listeners to take after the interview (e.g., visit your website, sign up for a service)?
Having a clear sense of direction will help your client stay focused during the conversation and ensure their message is heard loud and clear.
3. Prepare for Common Questions
While every podcast is unique, there are certain questions that are common across most interviews. Help your client prepare by brainstorming potential questions and answers. This will help them feel more confident and ready to tackle any topic that comes up.
Common Podcast Questions Include:
Can you tell us about yourself and your background?
What inspired you to start your business or pursue this career?
What challenges have you faced and how did you overcome them?
What advice would you give to others in your industry?
Having your client rehearse their responses to these questions in a conversational, engaging manner.
4. Anticipate and Prepare for Offbeat Questions
While most questions will align with your client’s prepared messaging, hosts might throw in some unexpected questions to keep the conversation lively. This is especially common in more casual podcasts. Help your client anticipate potential offbeat questions and prepare thoughtful, authentic responses that align with their personal or professional brand.
Tips for Handling Unexpected Questions:
Stay calm and take a brief pause to gather your thoughts.
If you don’t know the answer, it’s okay to say so—but offer a thoughtful take or opinion.
Pivot the question to tie it back to your key message, if possible.
5. Develop a Storytelling Approach
Podcast listeners are drawn to stories. Encourage your client to share anecdotes and personal stories that relate to their expertise, experiences, or the message they’re trying to convey. A well-told story can make the interview more engaging, memorable and it gives the audience something to connect with on a deeper level.
How to Structure a Story:
Start with the Challenge:Â What problem or obstacle did you face?
Explain the Journey:Â What steps did you take to overcome the challenge?
Highlight the Outcome:Â How did things change as a result of your actions?
By framing responses in this way, your client will naturally engage the audience and help them relate to the message on a personal level.
6. Optimize the Setting and Equipment
Technical aspects of a podcast interview can make or break the overall experience. Help your client optimize their interview setup by ensuring they have quality audio equipment and a quiet environment to record. This is especially important for remote interviews, where poor audio can be distracting and unprofessional.
Things to Check Before the Interview:
Ensure your microphone is working and of high quality (a USB mic is ideal for remote interviews).
Test the internet connection to prevent any dropouts.
Choose a quiet room, free from background noise, to record.
You want your client’s voice to sound crisp and clear so that their message can come through without distractions.
7. Practice, Practice, Practice
The more your client practices, the more comfortable they will feel during the interview. Rehearsing key talking points and the flow of conversation will make them more confident and natural on air. Consider doing mock interviews to simulate the podcast format, giving your client a chance to practice answering questions while being mindful of tone, pacing and language.
Mock Interview Tips:
Focus on staying on topic while sounding natural.
Practice speaking at a moderate pace with clear articulation.
Incorporate storytelling techniques and stay engaging throughout.
8. Follow Up with the Host
After the interview, it’s essential to maintain a good relationship with the podcast host. Send a thank-you note and ask when the episode will air. This also opens the door for future collaborations or opportunities.
How to Follow Up:
Express gratitude for the opportunity and highlight what was enjoyable about the interview.
Stay in touch with the host and engage with their content on social media.
Maintaining these relationships will not only enhance your client’s reputation but also provide opportunities for ongoing exposure.
Conclusion: Make Your Podcast Interview a Success
With careful preparation, your client can successfully navigate any podcast interview, turning it into a valuable tool for brand building and audience engagement. By following the steps outlined above—researching the podcast, preparing key messages, rehearsing potential questions and optimizing the technical aspects—your client will be equipped to shine.
Want to help your brand land a podcast interview?Â
Get in touch with BrandBomb PRÂ today to craft a PR strategy that lands your client the spotlight they deserve!
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