GETTING PODCASTS WRONG...

One brilliant tool within the world of public relations is podcasts ie. a modern version of a radio show and this tool is something which is growing in popularity in the UK - which has rather lagged behind the rest of the world in embracing podcasts.

My own children love podcasts and as they are all Millennials that's a sign of things to come, the biggest buying generation in history choose their own celebrities, embrace what they like when they like, consume stories to their agenda and spend more time listening to podcasts, YouTube channels and social media channels than traditional tv, radio or printed media.

To have your own podcast is a big commitment which, if you are going to embrace it, you have to do so with a huge dose of reality around the time, effort and investment you may have to make. My podcast is coming up to four years' old soon and this year it's really taking off with me no longer having to hustle for guests - many come to me.

Yet for anyone, being offered the opportunity to be a guest on a podcast it is a fantastic way to build PR value and to be seen as a thought leader or expert in your field. I often get asked myself to be on other podcasts and I do my best to say 'yes' if my diary allows it. It's also an honour to be asked.

However with that in mind, there are some don'ts around being a guest on a podcast which you do need to consider. While being a valued guest on a podcast helps your PR and/or that of your brand or business - being a poor guest does not.

Based on my experience over the last four years as a podcaster and also on talking and interviewing and also running the podcasts for some of my PR clients here are ten things to consider. If you are doing these things then stop wondering why are you are not being asked to be on a podcast again - the problem could be you!

*If you are pitching to be a guest on a podcast, or you are getting someone like me to pitch you, ensure that the podcast is relevant. THIS IS THE BIGGEST MISTAKE. I get people come to me often other PR people who are totally unsuitable for my subject matter and I'll get a load of blurb about why this person would be great but they are not a match. Ensure you fit the podcast. And if you are working with a PR person who is pitching you for any podcast they can find then they could actually be damaging your reputation.

*Remember that podcasters, especially covering similar subjects, tend to talk to each other. So if you are, or your representative is doing the above, the word will spread that you are a non-starter as a guest.

*Things won't go well if your connectivity is bad and your voice, your end, keeps cutting out, is not clear or you have really bad background noise. This is 'on you'. You must make sure that your end things are all working as the podcaster generally will have decent tech their end. Excuses like my signal isn't very good here, just wastes everyone's time including your own. Clearly this is for remote recording, not where you turn up in person.

*You must be able to chat. Monosyllabic answers because you are nervous won't work. If this is an issue for you, get some training in public speaking or professional chatting. If this is you, then I can help with that ([email protected])

*Don't compensate for the above by having a script. No podcaster will use a podcast episode where you read from a script because it makes you feel confident. It sounds pants. It sounds inauthentic. If you need a few memory prompts with keywords, that's okay but no script.

*Equally talking too much can be an issue - going on for ages, going off on tangents away from the question asked. You need to pick up on the visual cues from the podcaster that you need to wind it up. This is very common. If you start to feel bored of your own answer then the podcaster and then the viewer will be bored too. Don't be afraid to come to a natural end of your answer and then stop.

*If you are with another guest, don't talk over them. Try to remember everyone needs to be heard so take a breath before you say your piece, that breath moves the listener from them to you but it also provides an edit point for the podcaster if they want to take 'stuff' out. This is particularly important if you are on a podcast with someone else with very different views to you - ranting and talking over them rather than reasoned debate will make you look a fool.

*Don't pitch yourself or get your representative to pitch you and then not turn up. That's a big no-no. Recently a PR company pitched someone in the USA who then cancelled on me less than an hour before recording due to an 'emergency'. If you do this, you won't be invited back. When you do this you are costing the podcaster time and money - would you like that?

*Don't ask for money - unless you are an A list celebrity with very little time and very little inclination to do a podcast, don't ask for a fee to be on a podcast. Most podcasters will not pay a fee and the big ones may also ask you to turn up in person at your own expense. This one will surprise some of you as I don't often say 'do things for free' but in certain circumstances it's important to do things for free. You are being showcased here to a new audience and new people and that's valuable. In most cases a podcaster will allow you to do a small call to action such as share your website or your contact details. It's up to you to decide if a podcast is of value to you - don't pitch or don't allow yourself to be pitched to any podcaster who you believe doesn't add value for you. Make that decision yourself - the podcaster should never know about it.

*Don't ask for an agenda or a ton of information up front - given you are being given a platform to talk around a subject you know well, don't waste the podcaster's time asking for a ton of information upfront. Sometimes you'll be provided with it anyway as a matter of course. If not, keep it light touch ie. would you mind sending me some questions you'd like me to consider in advance? Or why not go off and actually listen to a few of their podcast episodes to get a feel for the vibe?

These tips should help you to become the kind of podcast guest who gives a podcaster confidence that you are great to deal with and good value for their audience and they may come back to you in the future!