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So You Want To Be On A Podcast?

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There are hundreds, maybe even thousands, of healthcare podcasts available to listeners in 2021. There even are podcast networks devoted exclusively to healthcare topics. For healthcare professionals, these podcasts can provide valuable information. They also offer a platform for healthcare pros to get their messages across as podcast guests.

But how do you get on a healthcare podcast as a guest? In some cases, you may be asked. Daily and even weekly podcasts that use an interview format are always recruiting guests. It’s an endless process. Further, they are constantly looking for episode ideas. So while waiting around to be invited as a guest may pay off, you should consider pitching a topic for which you are an expert to podcasts you want to be on. Even if they say no initially, that will get you on their radar screens.

A great thing about podcasts is that almost anybody can launch one. A bad thing about podcasts is that almost anybody can launch one. And while the terrible podcasts tend to flame out quickly, there are ongoing healthcare podcasts that struggle to retain an audience through most of an episode, often because (I’m just being honest here) they’re boring.

The point is you shouldn’t jump at a guest opportunity simply because one was offered. If a podcast sounds amateurish or induces sleep, appearing as a guest will do you little good. Then there’s subject matter. If you, an oncology expert, are asked to be a guest on a podcast about the revenue cycle, you should politely decline (and the podcast should find a new producer). Make sure the podcast is a good fit relative to subject matter and overall vibe.

An easy way to determine subject matter fit is to read descriptions of past episodes. Can you imagine the audience you want to reach being interested in those topics? In terms of a show’s vibe, can you picture yourself having a stimulating conversation with the host or hosts? If the answer to both is “yes,” go ahead and book it.

Whether you’ve been recruited or successfully pitched yourself for a healthcare podcast, now that you’re going to be a healthcare podcast guest, you have to prepare. If you haven’t listened to any episodes of the podcast for which you’re booked, now’s the time. Does the host seem informed and prepared? Does conversation flow freely or are there painful silences? Understanding the dynamics of the podcast enables you to 1) visualize your own performance, and 2) develop strategies and ideas for the episode.

Once you’ve listened to a couple of episodes, all you’ve got to do now is show up and knock it out the park. Just kidding! “Winging it” frequently ends poorly, even if you are a legitimate expert or thought leader.

It is imperative that you and the podcast host/producer communicate clearly about the episode’s topic and beyond the tentative title. A good podcast team will send you a preshow form to fill out that helps align participants regarding the episode’s content. However, do not wait to be contacted. If you don’t hear from anybody within a week of the recording date, send the host/producer a list of questions you can be asked or an outline of points you want to cover. Make sure they acknowledge receiving it.

In addition to boredom, nothing chases away a podcast audience faster than bad audio. Though some podcasts will send guests a microphone prior to their appearance, I’d recommend buying your own mic and headphones – especially if you think you’ll regularly be guesting on podcasts. You don’t have to spend more than $100 on each. (Here are good guides for mics and headphones. USB mics plug into a computer and are vastly superior to laptop mics, which make you sound like you’re trapped in a box.)

When the big day arrives, you’ll be sent a link by the podcast host/producer to Zoom or another videoconferencing platform such as Riverside.fm, SquadCast, or Zencastr. Click on that link and you’ll likely be dropped into a “green room” where you can check your video and audio. (Many podcasts will use video for the recording, even if the episodes are released only in audio.)

And the show has begun! If you and the host are well-prepared, all you’ve got to do now is be your engaging, insightful self. Focus on the conversation and not the fact that you’re doing a “show.” This will help you be more relaxed and in the moment, as you naturally would be in a conversation that wasn’t being recorded.

You also need to be yourself plus. Amp it up a bit, go to 11, show some passion for your topic. You can’t get your message across if listeners are drifting away. Remember, to a large extent a podcast is a performance. Avoid monotone and project personality and humanity. That will make listeners remember you and get you booked on more podcasts.

Here are a few other quick tips:

  • If you’re asked an open-ended question, try to keep your answers relatively concise. Don’t ramble or excessively repeat yourself.
  • Use the host’s name in conversation. Write it down beforehand or make sure to note it on your computer screen.
  • Prepare a summary to use at the end of the episode that ties together your main ideas and messages.
  • Don’t talk too fast and don’t be afraid to pause for a second or two before answering. The podcast folks can cut out excessive dead air.
  • If you stumble over an answer, just say, “Let me try that again.” Then pause and give it another shot. They’ll cut out the false start.
  • Prior to the show, prepare stories that are relevant to the topic and that you know well. That way you can whip them out at the right moment. Listeners (and podcast hosts) love stories.
  • Silence any devices that could make distracting noises during the recording.

When the show is wrapping up, make sure to thank the host (by name) and listeners (and to include any calls to action.)

Once the episode is published, promote it. Podcasts love a good guest, but they love a ratings hit even more. If you or your organization has a large email list or social media following, let everyone know about your appearance on the podcast (and include a link).

The right healthcare podcasts can help promote your organization or establish yourself as a thought leader. To fully leverage these opportunities, you need to be prepared, be yourself, and be willing to promote the episode when it’s released. Do those things consistently and healthcare podcasts will be fighting to book you.

How to Prepare for Media Interviews

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The Roman statesman Seneca once said, “Luck is what happens when preparation meets opportunity.”  This is a sentiment executives must keep in mind as they prepare for media interviews.  And the key word here is preparation. 

As busy as everyone seems to be in the era of COVID-19, media interviews – much like any formal presentation – cannot and should not be treated as something to be checked off a list.

A lot goes into preparing company messaging and positioning an organization.  Getting third-party validation for a company’s value proposition can go a long way toward softening the beachheads for sales leads and building industry leadership and brand awareness.

But how should one prepare for a media interview?  Here are six techniques to consider:

  1. Review the reporter’s coverage and publication to best understand the audience and how you need to communicate to that audience

A PR/marketing agency such as Amendola Communications prepares briefing sheets with details of reporters, their backgrounds, messaging and any caveats.  While the PR pros can guide you through the process, it also makes sense to read the reporter’s last three to five articles to ascertain trends or patterns in coverage.  Doing so may reveal something you can share with the reporter to strike a chord during an interview.

  1. Write out your key messages and envision the headline you want to read

Again, your agency is doing a lot of the leg work already; however, homing in on the three key messages you want to share during an interview goes a long way toward ensuring one stays focused and doesn’t stray into unchartered territory.  A reporter has only so much time, so you want to maximize your time to deliver your key messages and get your points across.  Furthermore, think about the headline and story you want to see resulting from the interview, and figure out how you’ll get there.

  1. Consider the types of questions that can lead to minefields

Along with No. 2, your agency should caution you about the types of questions that will take you off the path of a productive interview for your organization.  Those questions may involve competitors, controversies or unpopular opinions.  That’s not to say you shouldn’t address them or consider being provocative.  But it’s best to practice your responses ahead of time and test them with key colleagues and your communications advisors to ensure they are the types of messages that will have the intended impact.  And if you don’t want to answer certain questions, using bridging techniques can help you get back on track.

  1. Practice in front of a mirror to gauge body language  

While this technique is especially important to prep for broadcast or Zoom interviews, it’s also valuable in general because it speaks to whether you believe what you’re saying.  Are you credible?  Are you passionate?  If your responses fall flat to you, consider what a reporter will take away.  Using a conversational style while conveying insights the reporter can use begets future interviews.

  1. Ensure any product messaging is grounded in business benefits and not conjecture

While it’s important to demonstrate the success of your products to key influencers, the best way to do so is to substantiate with industry facts, e.g. time and dollar savings, patient/staff safety, industry awards and the like.  Of more importance is citing key statistics or anecdotes from key customers.  You’ll want to confirm that those customers are referenceable in any media interviews.  Your PR agency can help you sort through those details.

  1. Block off 15-30 minutes prior to an interview to put on your game face

While competitive sports seem like a distant memory during the pandemic, those pre-game rituals still hold a place close to our hearts.  Instead of rushing to a media interview, it’s best to block out some time for mindfulness before the interview.  Doing so elicits focus and can make your preparation bear real fruit.

Media interviews often seem to be over in a flash, but the outcomes can have a long shelf life.  Taking time to properly prepare can elevate your own brand and help your organization flourish.

Media Interview Preparation 101

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Some executives dedicate ample time and effort to media interview preparation studying the journalist’s previous coverage, developing carefully considered talking points while others, not so much.

Guess which ones are typically more pleased with the outcomes of their interviews?

Nonetheless, it’s important to keep the significance of media interviews in perspective. Unlike a new product release gone awry or ethical misconduct by management, a bad interview is unlikely to cripple a company’s future. More likely, an interview gone off-the-rails results in some temporary embarrassment and heartburn for the company’s leadership obviously something everyone would prefer to avoid. Still, there’s no need for an interview subject to work herself into a nervous state of sweaty palms, butterflies in the stomach or stuttering speech.

While no one would suggest that executives need to prepare for a media interview with the time and diligence that they’d devote to a board meeting, for example, media interviews are indeed an important conduit to introducing a young company to potential investors, partners, employees and the market in general.

Confidence is key, and preparation breeds confidence. With that in mind, here are a few key preparation tips beyond the usual “Do your homework!” to turn any interview into a positive showcase for you company and your thought leadership.

Ask questions before the interview: What type of readers/viewers/listeners comprise the media outlet’s audience? Why is the reporter interested in talking to you? How did he/she find out about your company? What topics will the interview cover? Will the reporter share any questions ahead of time? Will you have the opportunity to review the article before it’s published (probably not), or any direct quotes from you that the reporter plans to use (quite possibly)? Don’t let any excitement or nervousness about the interview prevent you from asking a bunch of questions to the reporter soon, he/she’ll be asking plenty of you.

Research the reporter and media outlet: Check out the reporter’s bio or LinkedIn page, and look for some clues from his/her background to build pre-interview rapport. Maybe the reporter attended the same college as you or has worked at a company with which you have some familiarity. This is great fodder for small talk before the interview begins, which will help to establish a friendly tone at the interview’s outset.

Aside from the reporter’s personal background, study the past few articles he/she’s written. They’ll provide clues for what interests him/her, what angles the reporter likes to take on stories and what types of questions might be asked.

Hammer key messages: I like to think of media interviews as a Venn diagram, featuring two circles one representing the reporter’s interests and the other representing those of the interview subject. Rarely if ever will these two circles completely overlap. In fact, only about 10 percent of each may overlap, but that 10 percent is where you’ll live during the interview. That’s the space where you’ll be able to discuss your industry and your company’s accomplishments and capabilities without seeming too sales-y or self-promotional.

After you’ve asked the right questions and done your research, it’s time to prepare talking points that hammer home the key messages you’d like to convey in the interview. Make each of these points brief, conversational and punchy. Provide a little supporting evidence or an anecdote and move on to the next one. Don’t be afraid to re-emphasize points you’ve previously made; repetition helps reporters prioritize the importance of the information you’ve covered during the interview.

After the interview: Once the interview is over, breathe a sigh of relief and revel in a job well done — although the work isn’t done quite yet. Follow up with the reporter to see if any additional information or clarification is needed before the piece is published. Once the piece is published, promote it via all channels available to your company social media, company blog, website, email campaigns and the like.

Does this seem like a lot of work? Sometimes it can be, but the positive is that a strong PR firm will do all the legwork for you asking important questions of the reporter, researching the reporter and media outlet’s background and crafting talking points. Then it’s just up to the executive to think about and digest the information and proceed with confidence towards exceling in the interview.