Preparing for a Business Podcast
Chances are you have a favorite podcast, and perhaps you've been invited to appear on one. Podcasts are a great way to increase your visibility and reach. They reach niche audiences that trust the host and, by extension, are more likely to trust and listen to you.
A podcast is conversational, but it's not "just" a conversation. It's "on the record" and should be treated with the same care and caution as any other media interview or major speaking engagement. Here's how to prepare for one, and how to show up once the mic is on.
Clear the opportunity with corporate communications.
Before you agree to participate in any podcast, get clearance and support from your corporate communications team. Most podcast hosts are not reporters; they are not trained journalists, and the "rules of the road" for interacting with a journalist don't necessarily apply. Your communications team can help you weigh the opportunity, prep talking points, and stay aligned with company messaging — treat them as a partner, not a formality. For more on why that relationship matters, see 3 Things Your Corporate Communications Team Needs You to Know.
Do your homework.
Get a feel for the host's style: Do they interrupt and riff, or let guests run long? Is the audience technical or general? Listen to two or three past episodes. Make sure you and the host agree in advance on the topics that will be covered, and be clear about what you can, and cannot, comment on.
Audio, or audio and video?
Podcasts originally started out as audio-only, much like a radio show. Today, many are also on video. Some are recorded over videoconference and others are in person at a conference, office, or studio. Make sure you know what you're agreeing to. It's important that you're comfortable with the environment and format.
Focus on three key messages.
This is the same discipline we teach in media training: know your key messages, and go into the podcast with a purpose.
Ask yourself: what would make someone want to spend 30 minutes listening? Identify the three things you most want listeners to remember, and what insights you can offer. While there may be an opportunity to "pitch" a product or solution from your firm, do so thoughtfully. You don't want to turn the podcast into one long sales pitch.
Brief stories are memorable; rambling is not.
When a host asks a broad question — "What's your best advice for leaders right now?" — a five-minute rambling answer will cause a listener to tune out. Instead, go in with two or three stories or case studies that bring your expertise to life. Be purposeful with your time, even when you have 30 minutes to chat.
Handle the logistics before recording day.
A great answer delivered through a laptop mic in an echoey room undercuts your credibility. Use a real microphone if you have one, record somewhere quiet, and test your setup in advance.
Show up as yourself.
Authenticity isn't about being casual or unprepared; it's about being grounded enough in your own message that you don't need to perform it. The instinct in front of a microphone is to tighten up — to sound more "executive." Podcast audiences can tell the difference between someone reciting a position and someone speaking with conviction.
Podcasts reward the same fundamentals we coach for any high-stakes communication: know your message, know your audience, and trust yourself enough to have a real conversation instead of delivering a performance. Prepare like it matters.