How to media train for a podcast

Podcast interviews offer a raw, unfiltered look into guests and topics that other platforms can’t match. Unlike edited TV segments or curated newspaper quotes, podcasts often air entire conversations word-for-word. This format puts more emphasis on consistent vocal tone throughout the conversation.

But that unique level of intimacy with the audience doesn’t always come naturally, said Michael Kaye, brand chief at ARCHER and OkCupid. The podcasting veteran believes the audio (and sometimes visual) platform emphasizes how a guest presents him or herself to the audience. He noted that a speaker’s tone and style can shape how the listeners perceive them or their organization.

“It helps the listener decide if you’re an authentic and relatable personality, and it helps you create an emotional connection between the listener and your brand,” Kaye said. 

A more informed audience 

Recent data from Buzzsprout shows that podcasts reach 75% of the United States population over 12 each month. But for Media Minefield’s Michelle Lawless, the draw of podcasts isn’t the large reach so much as the targeted audience.

The Media Minefield team has seen increased interest in podcasts from clients, even if they command smaller audiences than print or TV news, according to Lawless, the PR agency’s executive director of services. Listeners tend to be highly loyal and invested in the show’s content.

Lawless cited a client seeking to improve tuition transparency in higher education. The client saw the target podcast as a way to reach leaders at universities, specifically those in marketing, finance, and enrollment departments, as well as university presidents.

Mainstream media typically focuses on a broad overview that appeals to a wide audience. For Lawless’ higher education client, this meant most legacy media were mainly interested in cost and big-picture implications.

In contrast, podcasts are like trade publications: they’re more specialized and want to explore the details.

“People do business with people – and we want to do business with, buy from or support businesses with leaders that we like and brands that we connect with,” Lawless said. “And it allows your client’s personality to shine through as well.”

Media prep is everything

Of course, a back-and-forth, easy flowing conversation may be great to listen to. But for a brand? It can also present some potential risks.

“Everything is fair game,” Kaye said, noting that there’s a possibility that something harmful to the brand may be said during a longform discussion.

Both Kaye and Lawless swear by old-fashioned media prep. When it comes to podcasts, it’s essential to consider the unique setup.

Lawless and her team develop traditional talking points and conduct an in-depth, comprehensive pre-interview. They go beyond just reviewing the show’s rundown, instead mirroring the flow and tone of the show. By researching previous episodes, they can develop a cadence and questioning style similar to the host’s. They even throw in some unexpected questions to keep things realistic.

“In order to do this well, you have to have studied the interviewer’s style and show,” Lawless said. “And you have to be committed to giving honest feedback.”

Give numbers a ‘human touch’

As part of prep, Kaye suggests having interview subjects hear themselves answer questions out loud. This is because something can come across differently when spoken versus being read in a full news story. It also helps make their response more casual and conversational, which is important during a long interview.

Kaye likes using general talking points, but he also thinks it’s a good idea to include a few key soundbites and takeaways. These should try to summarize complex topics or insights in a short, quotable way.

“It gives the numbers a human touch,” said Kaye, who recently appeared on Yahoo! Finance’s podcast, “Living Not So Fabulously,” to discuss the role of finances in dating and relationships.

But overpreparation can be a problem. If you rehearse too much, you may come across as robotic. Kaye also warned that trying to set too many ground rules, like off-limit topics, can make the conversation feel less casual and friendly, and more forced and stiff.

“The last thing you want is for them to sound scripted. That translates as inauthentic and unreliable,” he said.

What if something slips through the cracks?

Most senior leaders can handle a tricky question, especially if they’ve had thorough interview preparation. However, even the most experienced interviewees can make a mistake.

Recently, Intuit’s chief communication officer got some bad press after he requested a part of an interview with his CEO be deleted from an episode of The Verge’s “Decoder.” The Verge, expectedly, declined the request, generating tons of bad PR for Intuit.

“If you misspeak you can always, if it’s not live, ask the podcaster if you could start your response to that question over, and they are normally always receptive to that,” Kaye said.

Don’t assume that going in, though – ask before the interview starts.

Kaye described podcasting as a “learned skill,” like almost everything else in life. His advice: Practice, practice, practice.

“Go through media training where you are asked questions and need to respond live, learn how to pivot to safer ground when needed, identify your comfort zones and north stars before diving into these conversations,” he said.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.