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Podcasting has grown steadily since its introduction 15 years ago. More than half of the U.S. population has listened to at least one podcast so far this year, up from 44% in 2018. There are now more than 500,000 shows available.

It’s easy for businesses to reach consumers on a podcast, and it’s convenient for consumers to listen, whether on laptops or smart phones. In fact, the increased use of mobile devices has sparked the rapid popularity of podcasts.

What makes podcasts appealing is that they engage listeners with long-form content that interests them. Listeners feel that they have something in common with the speaker and guests, allowing organizations to reach them on a one-to-one basis.

But podcasts are only as good as the host and the guests. If you’re given the opportunity to participate in a podcast, be sure you make the most of it.

Before the podcast

Do some basic preparation if you’re invited to speak on a podcast. Request the questions and topics in advance, and ask whether the show will be edited or posted as recorded. Find out the podcast’s length and if there will be other guests.

Listen to the interviewer’s other podcasts, prepare three or four key messages, record a practice interview and listen to it. If you’re new to podcasting and other media interviews, consider hiring a media trainer to help you prepare.

During the podcast

• Be personable, lively and entertaining. You have only a very short time to engage the audience and convince listeners to stay “tuned in.” Use the interviewer’s name on occasion.
• Use emotion and passion. Your voice must tell the story. Be warm and likeable.
• Avoid complicated concepts, which are difficult to understand. Use simple, colorful words, and tell the listeners what your information means for them.
• Avoid using cell phones and speakerphones. Pick a quiet location, and make sure cell phones and other noise sources are silenced.
• Stand during phone interviews. This will give your voice more authority and presence.
• Have key messages and other quick-reference materials handy. Remember to use your organization’s name.
• Use stories and examples. These bring arcane concepts and facts to life and help to create a mental picture in listeners’ minds.
• Listen to the questions carefully. If you don’t understand a question, ask the interviewer to clarify or restate it.
• Smile! Remember the adage: you can tell when someone on the other end of a call is smiling. This applies to podcasts.
• Remember, the interview is not over until you complete the call or leave the room. Comments made during commercial breaks, or before and after the interview, can be recorded and posted.

These tips are examples of what Ritter Communications covers in its Next Generation Media Training workshops. Contact Brad Ritter at 866.284.2170 or BRitter@bradritter.com to discuss how we can help you and your organization’s spokespersons better tell your story during podcasts and other interviews.