Bob Safian on securing a guest on a top business podcast

Amanda Coffee is CEO of Coffee Communications and ex-Under Armour, PayPal and eBay.  

Bob Safian is a renowned journalist, media executive and business strategist, known for his deep insights into leadership, innovation and navigating change.

As the former editor-in-chief of Fast Company, Safian has been at the forefront of media trends around entrepreneurship and disruption. Today, he serves as the host of Rapid Response and editor-at-large for Masters of Scale, podcasts that interview top executives, founders and cultural leaders to uncover the strategies behind business resilience and growth. Both business podcasts have the trifecta of high downloads, loyal fan reviews and industry awards that have resulted in an extremely competitive process to secure an executive interview, requiring PR pros to pitch a strong “outside in” story angle to what’s relevant in the business landscape. 

In this Q&A, Safian shares his expertise on storytelling, crisis communication and the evolving media landscape. From booking high-profile guests to adapting to digital-first audiences, he offers candid advice for PR professionals, brand leaders, and executives looking to make an impact.

As the host of Rapid Response and editor-at-large for Masters of Scale, you book guests for two top podcasts. What advice do you have for PR pros pitching you their CEOs or clients as guests?

My advice is pretty basic: Know the outlet that you’re pitching to, and present something that fits that outlet’s needs. Why would a busy, successful, influential businessperson (who isn’t getting paid to pay attention) care about this individual and this company right now? The bar is high. 

Which recent guest exceeded your expectations in downloads and engagement?

I generally don’t think about the show on an episode-by-episode basis. I think of the continuum of guests and topics, that’s there’s variety, storytelling that is both insightful and fun, and relevance that appeals across industries. I can’t say that NWSL Commissioner Jessica Berman surprised me with her engagement when she appeared as a guest, but she was appealing and instructive in talking about the rise of women’s sports — as was Autodesk’s Dara Treseder in talking about Superbowl ads for another episode. Big-name guests like Starbucks’ Brian Niccols and Airbnb’s Brian Chesky deliver high-level strategy. Unexpected guests like former White House deputy CTO Jen Pahlka talking about Elon Musk’s DOGE offer in-the-trenches perspective. All these episodes came out over the course of a month—along with the CEO of Vital Farms talking about eggflation, the CEO of The Ankler talking about the Oscars, and more—so you see how the mix really matters.

What makes a brand’s storytelling stand out in today’s crowded media landscape?

Stories that stand out are emotional, honest, relatable. Brands that are willing to share their struggles and that *truly* stand for something can break through. So much is performative in today’s marketplace. It’s a tactic that doesn’t stand up over time.

What are common mistakes leaders make in crisis communication?

You can’t anticipate the specifics of every crisis. But the more you know in advance what’s important to the brand, the simpler it is to make decisions when pressure is high. Airbnb’s Brian Chesky and I have talked a lot about this. He talks about making “principle decisions” versus “business decisions.” Crisis isn’t fun, but it is an opportunity to reveal what you’re really all about — as a leader, as a company. Don’t shy away from crisis that offers that opportunity. But don’t try to turn every crisis into that opportunity either.

With so many brands embracing purpose-driven messaging, how can they avoid sounding inauthentic?

Well, this one is easy: Actually be authentic. Whether you get “credit” for doing something should matter less than if it’s actually important to you. You should act with purpose because it is it’s own reward. Eventually you’ll be recognized for it but that shouldn’t be the goal. Ironic, no? 

Your podcasts masterfully syndicate content across social, newsletters, events, and now Fast Company. What’s surprised you most about building a loyal following?

The media landscape is a never-ending battle for attention. You’re only as good as your next episode/video/article/live event. It’s exhausting, but it forces you to keep working to be better. I’ve been surprised by how much I enjoy the podcast format. I started in print magazines and I love long-form writing and reporting. But the intimacy of podcasting is powerful, and the ability to share a leader’s thoughts and words directly with an audience — so much more is translated than can be articulated: emotion, intonation, personality. 

Given your experience as a media leader across multiple influential outlets, any advice for PR pros trying to convince execs that digital media can be as impactful or even more impactful compared to traditional outlets? 

It’s obvious but you have to meet audiences where they are. We realized at Fast Company that forcing digital users to come to a print magazine wouldn’t work. We couldn’t be upset if someone said, “I love Fast Company’s LinkedIn commentary, I didn’t know they had a magazine.” Similarly, if you prefer to read than listen, you can access my podcast interviews on Fast Company’s website. The scale of audiences for each kind of content may be smaller than in the old big-media days, but the content ecosystem can be richer — and for PR pros, the connection and impact with the audience you really want can be more powerful. 

You have interviewed countless famous people and big CEOs including Brian Chesky on reinventing Airbnb’s brand, musical artist Iggy Azalea on cryto myths and tipping with Shake Shack founder Danny Meyer. What Rapid Response episodes did your kids listen to and like the most? What have you learned about social media from your kids? 

If our Rapid Response episodes only appeal to people in my demographic, we fail. I take advice from my kids, from other people’s kids, and of course from the younger folks on our team. Business and culture are deeply linked, but I’m no expert in fast-shifting youth trends — they’re not for me! But we all have to stay curious and open, look at the new as an opportunity not a risk, because the next generations will define our future.