unsuitable on Rea Radio

Thanks to Dave Cain, CPA, Executive Principal at Rea & Associates, and host of unsuitable on Rea Radio, for being my guest on this episode of Note To Future Me.

Brett: Who produces your podcast?

Dave: Do you happen to know Brad Circone? He has helped us with our branding, and actually is producing our podcast in our website. And that was kind of the glue that helped us put everything kind of together. You know, somebody that had that, that background. So he’s the one that comes in, brings the mix in and produces and edits and, and we’re pretty committed to releasing once a week.  And that’s one piece of advice I’d certainly would give someone as you have to have it professionally done. This is this is not something you do it yourself, you probably could.  I don’t think you’re gonna be happy with the end result.

Brett: Well, let’s talk about your background, your adventure to this point. How you started with your career moves. And now you’re a podcaster.

Dave: Yeah, how about that. I started with ran associates just about 40 years ago. And my specialty, if you will, is I work with emerging businesses, both on tax consulting, planning and things like of that nature, and really enjoy that aspect of it. And it just so happened, the podcast spot came open after about 50 episodes. And they asked me if I wanted to do it went for a tryout if you will. And I won of course.I was in pretty good shape doing that. But what helps me with with being the host of the podcast, which which you can, again, relate to it, it’s not the easiest thing in the world to be the host.

Dave: You’ve got to figure out the right questions you got to study. But one of the things that helped me is virtually all of the topics that we cover, at least if it’s tax and consulting in business, I know a little bit about each of those topics. Sometimes I gotta do a little bit of studying. But for the most part, I’ve either touched it, felt it, read it talk to somebody had a client in that in that industry. And so that’s what makes it work for me as far as being able to ask the questions and the right questions.

Dave: We see where our guest wants to go. And, and I’ll typically talk about the new tax law and winners and losers under that, and what do they think about that? And if they could change the tax law, you know, had one day to change the tax law, what would they do, we can take them up to the edge without making it, you know, too political.

Brett: How did the process begin? I know this would before your time. But how did it begin to talk about having a podcast for a CPA firm? That really isn’t usually the business category, you think about having a podcast.

Dave: Well, you know, I can tell you how it started. I was a bit on the ground floor is there were three of us, Mark Van Benschoten, a fellow partner mine, myself and Brad Circone, we’re just brainstorming, and we were off site having a libation if you will. And it came up that we should do a podcast or start thinking about a podcast. And we started challenging that. And so do you know what, that’s maybe an avenue to go, because it may help us with our overall theme of what our culture is, and what we want it to be and what we wanted to, you know, to project it to be.

Dave: Plus showing off the incredible talent that we have around the firm. So we started thinking about that, and how would that mesh with our overall strategy and our strategic plan. And what we what we found is that boy, it meshes pretty nicely.

Dave: But I’ll tell you, it was a hard sell. You know, we went to our marketing team, and they said, “You guys, just how long were you at happy hour, we’re going to do a podcast?” And and we said, “Sure.” And we explained it, and they got on board. And then we went to firm leadership. And they said, “You guys are going to do what? You’re going to spend what? What’s our rate of return on this? What’s going on?” Must have did a pretty good job of selling it. And, and we sold it, and off we go. And we’ve had leadership on we’ve had our marketing team on and they enjoy it, and we have fun with it.

Brett: You are in deep with scheduling, obviously, what is the process? How are you doing this? Do you have just a Google Calendar set up? How are you nailing these interviews that they know exactly when they need to be there, what’s being covered? This is a weekly interview podcast. It’s a lot of machinations going on in the background to make it work, especially when you’re batch recording four or five at a time.

Dave: Right. Right. You know, hats off to to our, our marketing team at Rea & Associates. I’m not involved with the scheduling, thank goodness. I’m being scheduled just like everyone else. But let’s say, Brett, that we wanted to schedule you. You would get you get a phone call from Abby from our marketing team, see if you were interested. And then tell you a little bit about the podcast and the points that you want to, you know, emphasize, what do you want to talk about, not what we want to talk about. And then those are shared. And then you get a Google invite on your calendar and I get one and boom, it goes on. And and our team knows that it’s every other month, every second Thursday, and you can’t cancel because when you’re scheduled that tight and you have one release a week, if you cancel we we’ve got a hole in the schedule.

Brett: Are you using the podcast then to focus on new clients, sending them your expertise in an audio format that “we know how to do this.”

Dave: It’s part of the process. Yes, I would say we use it for that. Not primarily. It’s a tool at the disposal. You know, if we were let’s say we were in a proposal for a manufacturer we may we may send them a couple podcasts on manufacturing. Or invite them in for a podcast to present their business or present a topic. For example manufacturer we may we may call you in and so in in call you it’s not the right, but invite you to come over have a good time talk to us maybe about tariffs. 

Brett: How did you decide to do a weekly schedule, or continue to do a weekly publishing schedule?

Dave: Well, first of all, it became a challenge to get people’s schedules coordinated and and you being in the business, can appreciate that. And so we decided we were going to stick to it and stay with one day a month. And that was it. The marketing team knew it was would that was going to be it, our production team knew that was going to be it, I knew it was going to be it. And I would say scheduling would be one of the challenges that’s way up there, you better have a game plan of how you’re going to do that. Because if not, you get you get stuck a little bit. And and so that’s one.

Dave: The second, we we talked about earlier is tied into what you’re doing, you know, around the, you know, the company or the firm as far as your blogs or or your newsletters or your marketing. I don’t know that we would have been successful if we wouldn’t have done that.

Brett: Now, the artwork for your podcast is great. I mean, who’s putting that together, that the visual presence that you have is, is top notch. Who is putting that together?

Dave: Thank you. Our marketing team is involved in that. And they spent a lot of time doing that.  And they have won awards, especially when we first started producing, they won awards, after awards in our industry in the CPA industry for the podcast, because we were one of the first to, to do it on a consistent basis. 

Brett: Future plans for the podcast?

Dave: We are going change it, we’re going to change it. We want to change it up, and we’re looking at time of the podcast. Now we try to stick to 20 minutes, maybe 23 minutes. Some will go a half hour only if the guest is you know, just just hitting on all cylinders. And we can’t get out of the conversation. We think that’s maybe a little long for some of the topics and so we may take a topic and divided into two podcasts and instead of maybe 30 minutes we we divided into do two separate recording sessions, and can dig into it a little bit a little bit deeper.

Dave: We try also to keep the topic very narrow. If you and I are talking about the new tax law that’s a pretty in depth conversation. We won’t cover anything. But hey if we want to talk about this deduction or that we can have a good a good conversation and in a period of time. But change you’re going to have to change it and we will and we’re looking at some some ways to do that.

Brett: What advice would you give any business of any category if they’re interested in starting a podcast, how do they begin?

Dave: I would recommend a couple things. One is I think you have to be very consistent with your processes, in your messages. It’s not one of these things you can produce a podcast for three months, take a break and then get back after it. I think you have to give it a fair amount of time to take its course, see where it goes. For me again, this is as a CPA, and as an as a as an owner in the firm, I need a rate of return, so I need some kind of feel good that it’s working. Whether it’s my buddies call me or I go to their house and they got the podcast playing on the on the loudspeaker you know or or something like that. I get an email jag about it that way I know it’s working or competitor talks about it. But you have to do that. So I would say consistency and be prepared that in the beginning it’s probably not going to go the way you want to go.

Dave: We also talked about scheduling. Stay way ahead of the schedule and be prepared that that schedule may may change. those are the things that have helped us out tremendously.

Dave: And get the marketing team involved,  they’re number one. I’m not a marketing person never have been and they’ve helped me kind of design how we want to do that so because they can control the strategy for the content. So definitely your your marketing team.

Dave: And then as far as producers, everyone needs it professionally produced. I’m convinced. I don’t know how we could do it alone. We have microphones, we have the ability to do it, but we decided we don’t want to do it, it’s not the same. We need that professional taking a look at how we’re doing it in in in in tying it together and they and they can bring the equipment. I mean our equipment is is for you know having a listening to a webcast, not producing a podcast

Dave: You can find the podcast almost anywhere that podcasts are available. I hear our team say, you know, they listened to an iHeart Radio, they listened to an iTunes, they can go on to our website at ReaCPA.com find it there. If if we have an email if we’ve emailed you there may be a link in there to that webcast. So that are the places that that can be found. It can be found pretty easily if you’re into to podcasting.

Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH!

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com

BBB SparkCast

Brett Johnson
Before we get into the business piece of this podcast, I think it’s nice to counter it with nonprofit. So tell me about your, your favorite nonprofit that you give talent, time, and treasure to.

Jessica Kapcar
And so my favorite, I have to say, and I think it’s probably, you know, a big one for a lot of people. But I have a very soft place in my heart for Nationwide Children’s Hospital. And I actually in a previous lifetime, worked for Nationwide Children’s Hospital doing fundraising. So have a lot of experience kind of just knowing on the back end and what it takes to give the care to the children that they need, and went through a personal situation where my child was being treated there.

Brett Johnson
So whose children have not been through there? Right?

Jessica Kapcar
I don’t know if anybody.

Jessica Kapcar
I can remember my parents like, oh, we’re taking a trip to Children’s. And it’s just so I’m so thankful that we have it and it’s so close to you know, it’s right now backyard and it’s just a it’s a great resource. I think they do a lot of really wonderful things there. They’re starting on sorts of new initiatives. So that is the kind of one that really sticks out for me in terms of my personal

Brett Johnson
So what volunteer opportunities there that you take advantage or, you know, people that do?

Jessica Kapcar
Sure, yeah, so I think there’s a variety of opportunities to volunteer, it just kind of depends on what level. I think one of the things that my sister and my parents and my whole family has kind of said, like, Oh, we just love to go down and like, rock the babies or, you know, help with that. So, there are opportunities to do that.

Jessica Kapcar
But there are also opportunities kind of right in your neighborhood to take advantage of supporting the hospital. We have had experience and I say, we, when I was working there, you know, of just kids saying, hey, instead of bringing me a gift for my birthday, I want you to buy a gift for a kid at the hospital or I want to, you know, take up a collection at, you know, school and donate the money to the hospital or, you know, so things like that. Anything that’s really grassroots. Like lemonade stands. You’d be surprised how far that goes.

Jessica Kapcar
One of the things that I think is, you know, a really great resource for the hospital as well as the Ronald McDonald House. It’s right across the street. It’s one of the largest in the country. At one point, it was the largest, but that I think, I just heard that somebody built another one that’s a little bit bigger. Corporations, companies, individuals, you can volunteer there. I know that some companies have taken the time to help clean the Ronald McDonald House, provide some supplies for the Ronald McDonald House. Food, anything like that.

Jessica Kapcar
So, I would just say that reaching out. The Nationwide Children’s Hospital Foundation is a great resource for figuring out where they kind of need time, talents or treasures. That’s the fundraising arm of the hospital. So they’re a great resource to kind of say, Hey, you know, I’m looking to help. Where can I put my time where can I put my time to use so good?

Brett Johnson
Yeah, I’ll put some links in the, in the podcast show notes.

Brett Johnson
Well, let’s talk about your professional background, where you were before the BBB of Central Ohio, and what you’re doing now, with the BBB as well.

Jessica Kapcar
Absolutely. So as I mentioned, my first, as I call it, big girl job out of college, I worked for Children’s Hospital in Columbus. And I worked for the Foundation, which is the fundraising arm of the hospital. So I was kind of a go between with the volunteers and the community and the hospital. So I was able to just get out and meet all sorts of fabulous people.

Jessica Kapcar
Part of what I did was, I worked on our team that was involved with the Children’s Miracle Network charities and the companies across the state who are raising money. So I got to go out to the Speedway locations and say, you know, thank you so much for collecting money, and selling the little balloons and putting them on the windows, that sort of thing.

Jessica Kapcar
I was also able to experience a fundraising effort through The Ohio State University, and they do a dance marathon called Buckeye-Thon, so I was kind of the point person for the hospitals can say to these students who were amazing. Here are some patient families that would be willing to come to the event that just really kind of was a great way to tie our mission and with what they were trying to do. So I worked there for about three years,

Jessica Kapcar
And almost nine years ago, started with the BBB of Central Ohio. My role when I first started is vastly different than what it is now, but really not so different at all. I was originally brought in to fill a role that they hadn’t really solidified yet. So they knew that they wanted someone to come on. At that time, our vice president of marketing and PR was doing everything by herself, so that they knew that she needed a lot of help. So I kind of came in to help fill that role with her. And then they also wanted someone who could be a touch point for our accredited businesses. So someone who they could call and say, I don’t know where my logo is, I’m looking for this, I want to put this on my website. Tell me about the benefits that go along with my accreditation. So I also filled that role.

Jessica Kapcar
My role has morphed and changed. Our team has grown a lot over the past almost nine years. So now I’m kind of in a similar role. But my title is technically Communications Manager. So we cover a little bit of everything for our BBB. We do all of our social media, we do all our website maintenance, we put all the content for BBB in our 21 County service area in Central Ohio, we do our blog, we do our podcast, we do all of the video creation that our BBB team does. So it’s a little bit of everything, but it’s it’s all good stuff. And it’s just grown and changed.

Brett Johnson
The last nine years have been a huge evolution for the BBB. That leads into your podcast,

Jessica Kapcar
Yeah. I think when I started, I don’t even there may have been one past podcast that I knew about. And it was something that was so far out of the realm of relating to what we were doing. And now it’s almost a no-brainer.  It’s very, it seems natural for us to have a podcast and to have gone down that avenue. But if you were to ask us two or three years ago, if that were the case was going to be the case we would have left and said, No way. It would have seemed so far out out of reach.

Brett Johnson
So, how did that process begin? That first discussion of, okay, you know, there’s podcasts? We should. Why should we think about that?

Jessica Kapcar
Part of what I think is interesting for the BBB is taking our message and our mission and translating that across the board for businesses and consumers. So we really kind of are trying to figure out is, is it a space that we can occupy and do it well, and be successful in giving the information that we feel is beneficial to the audience that we’re looking for.

Jessica Kapcar
One of the things that really kind of helped solidify the fact that we thought we had a message and a niche to get in was the creation of our Spark Awards, which is really targeting our entrepreneurial businesses. So businesses that were kind of, in the space of, maybe they were on the newer end of the spectrum hadn’t been in business for very long, but just had a solid foundation and we’re committed to, you know, this tenants of character, culture and community, those are the three kind of criteria that we kind of look at.

Jessica Kapcar
So, we thought what a great resource for us to provide giving those entrepreneurs kind of some of that, okay, well, here’s a company has been doing it for 15 years, here’s how they did it, when they started off, here are some of the resources that they utilize, here’s a nonprofit that doesn’t have a huge budget to work with, but here’s what they’re doing. And you can actually make it a very successful thing, whatever that topic or subject might be we just really thought that we could help kind of connect businesses who have been doing it for a long time, and doing it well to somebody who wants to do something or wants to do it well, but doesn’t quite have the roadmap to get there yet.

Brett Johnson
So who was all involved in that initial discussion?

Jessica Kapcar
When I first started, it was just myself and one other person, our VP of Marketing PR. And over the course of the past four years, we have added to our team. We had two people are contacting communication communications coordinator, who really is kind of the role that was instrumental in helping push that push our podcast forward. And then we also added our Director of Visual Communications. So she was the person who was able to say, Okay, here’s the technology that we need. I have the, I have the ability to edit the audio, because I knew where I wanted it to go. I knew that we wanted it to happen and be successful.

Jessica Kapcar
But, it’s all about kind of pulling together the people or the resources to actually be able to do it, I knew I did not have the talent to edit audio. So once she came on board, and then like I said, the person who was in the role of our content coordinator, Jordan, she really kind of just took it to the next level. And she was able to say, you know, here’s a resource for where we can house it.

Jessica Kapcar
You were a great resource to us,

Brett Johnson
Thank you.

Jessica Kapcar
Just kind of answering any question, because I feel like at first we were like, okay, Podcast, where do we start, right? So you were just such a great resource to say here are the four or five things to to look at, to decide on what you want to do with them how you want to  how’s it here, some resources to do that. So, yeah, it really kind of, I would say, in the last two years, we were able to take off with it, because we, we did kind of say, Okay, now we’ve got the team in place, we’ve got the resources in place, let’s, let’s get let’s get going on that.

Brett Johnson
Were you discussing any success factors at the very beginning about measurement marks in time?

Jessica Kapcar
Yes, I don’t know that we really kind of had a good handle on what measurements we wanted to talk about? I think we knew that we needed to have a solid base of content. And if that was there, that I feel like we even if, again, we kind of had a roadmap that was a little less defined than some,

Brett Johnson
But you had a roadmap.

Jessica Kapcar
We did, we had a roadmap. It changed it morphed, which I think has to happen with any plan for any, you know, project or new endeavor,

Jessica Kapcar
But we kind of just said let’s give it six a six months goal and a year goal and see, let’s make it very realistic for ourselves and see how we do.

Jessica Kapcar
I think that because we were able to utilize some of the resources and talents on our team and we’re able to do a little bit more of it internally, we didn’t feel the pressure to set some of the loftier goals maybe for, you know, the ROI right out of the gate. So maybe we had a little bit of an advantage to say, well, let’s take our time, see how it goes work through some of it. We also, like I said, we also knew that we had some great talent and content that we are going to be able to utilize.

Jessica Kapcar
Our podcast is made up of external participants. So we utilize our accredited businesses, we utilize our partners, we utilize our nonprofits, and we know that they have the expertise, the knowledge, the content, that is going to be such a great resource for the people who are listening to it that we weren’t at all concerned about that aspect of it as well.

Brett Johnson
So that that content piece, the interview style, is really what drew you into it because of the opportunity to talk to somebody.

Jessica Kapcar
Yeah, and we knew we wanted to make it very casual, conversational. We wanted to make sure that we made it friendly and approachable. And so we knew that, having somebody come in, and being able to have that conversation with them utilizing their expertise was going to be just a great way to kind of go to get things started. And it’s worked well for us.

Brett Johnson
So how long do you think it took from the very first discussion to the first public publishing date?

Jessica Kapcar
Oh, I’d say every bit of two years. Once we kind of figured out here’s where the responsibility of the podcast is going to lie. Here’s how to get all of the logistics setup. And then we did again, because we could take our time with it, we did populate a little bit more of the content. So we knew we could utilize our Spark Award companies. We knew utilize our Torch Award companies. So we’ve built out I’d say, probably a solid six months of content prior to that first podcast interview. Actually, the first one technically, was with Kip Morris, who’s our president and CEO. And that was just the way for us to kick it off and kind of have him introduce it. So I’d say it was probably ever been to two years before we kind of really, we’re recording the podcast itself

Brett Johnson
With an interview style that has its ups and downs, especially the scheduling piece of it. So talk about your interviewing scheduling, your strategy, that how, in the process of how you go about doing it.

Jessica Kapcar
So for the I was, like I said, we kind of had that content generally built out for the first six months. And what we did was, we really just knew that we were going to pick these the Spark Award companies, there were three recipient companies that we had, that we wanted to utilize right away. So when they found out they were the Spark Award recipient, we said, oh, by the way we’re going to be contacting you for that. So be ready. Yeah, we need to get you in the in the door. So we kind of gave them a heads up so that was a little bit easier to kind of draw them back in on

Jessica Kapcar
We have had our Torch Awards have been going on for this will be that we just had our 24th Torch Award event. So we had a pretty big pool of companies to choose from for that.

Jessica Kapcar
But what we did was we just use, we utilize the three recipient companies that we had honored that the year prior. Again, kind of give them a heads up, like, Hey, we’re probably gonna be tapping you for for an interview. So stay tuned.

Jessica Kapcar
The way we did it, in terms of the interview conversation, we picked a very specific topic, and when we felt that the company could speak very comfortably to. And we kind of scripted out some questions ahead of time, just to kind of give them a roadmap of, hey, here’s what we think we want to go, here’s the topic that we think we want to talk about. You’re the expert. So you you fill in the blank, if you think there’s another direction we should take or more wish to add in, please, give us your feedback

Brett Johnson
How has that been received?

Jessica Kapcar
Everybody has given us feedback that it was a very easy way to do it. Now, we by no means felt like we needed to stick with it. But we try to keep ours to about a 15 minute conversation. So it helps in terms of making sure that we kind of kept things narrowed, narrowed down a little bit.

Brett Johnson
So do you think that the podcast itself is is helping you showcase the BBB’s expertise?

Jessica Kapcar
I do, I really feel that it’s been a great resource for us.

Jessica Kapcar
Our mission is to educate businesses and consumers about you how to either be a better business or how to find a business who is going to be a trustworthy business or nonprofit, I shouldn’t just say business. You know, the nonprofit side of that as a really big aspect to as well because we do have accredited charities, especially local ones. And it’s been a really great resource for them to say here’s what we do, here’s our mission in the community here’s we can help or how you can  maybe start a nonprofit of your own or so, it’s, I think that it’s been a great way for us to just further our mission by utilizing the experts in whatever topic we’re trying to get out there,

Jessica Kapcar
Because we do have an entrepreneurial sort of focus, I think that that’s been a really great way.

Jessica Kapcar
Columbus is growing so much. And we’ve got Startup Week, we’ve got all of these great young businesses that are coming in, and they’re thirsty for information, and they’re looking for resources to do things the right way. So I think that’s been a really great addition to the BBB mission. We can say here’s how to do it. And here’s how to do it right.

Brett Johnson
And that’s not the first thing you’d really think about it from a BBB is to showcase something like that. You’re breaking new ground

Jessica Kapcar
Yeah. And traditionally it’s always kind of, no, the BBB, you guys handle complaints, right? And we do still do all of that. But we do a lot more as well. So, you know, that’s one of the things that my team has kind of been really focused on, especially in the past, I’d say, five or six years. Just getting that message out, that we’re not just a place to go for complaints we are a resource to utilize on the front end of things for businesses, consumers, nonprofits.

Jessica Kapcar
As a consumer, we always say, check with us first, before you commit to doing business with any company, because you may find that there’s information that you didn’t have prior to looking at our website.

Jessica Kapcar
For businesses, we say, we’re a resource for you to start with that foundation of trust. And that really is what will translate to a consumer that you’re looking for, or a donor that you’re looking to solicit.

Jessica Kapcar
We just actually found out that we are number four behind Facebook, Google and Yelp, and terms of review sites, so we do customer reviews as well. So it’s just kind of one of those things where we’re trying to get that message out there. And I think this has been a huge resource to do that, that the podcast has been instrumental on that.

Brett Johnson
How is the podcast and your blogs coexisting?

Jessica Kapcar
So what we found is, we actually have some really great crossover in terms of content that we could utilize for our blog. Because, again, the blog was one of those things that we were like, We really want to do it, we just need to have someone who has the expertise, some time to get it done.

Brett Johnson
Somebody to feed the machine.

Jessica Kapcar
Yeah, it just so happened that that same person was who was doing the podcast, so it was kind of this perfect marriage. And what our model is, is we have our own BBB content, but we open it up to guest blogs as well. So we reach out to our accredited businesses, our nonprofits, our partners and say, give us your expertise, we’ll get that message out to our audience.

Jessica Kapcar
And there’s been some great tie in with the podcast and blog, there’s been some crossover, we’ve been able to take content that we originally thought might be a podcast and get a blog post from it. And the flip has also been the case as well.

Jessica Kapcar
I think that anytime you can utilize content across all of your channels, it’s a great way to do that.

Brett Johnson
It’s time saver.

Jessica Kapcar
Yeah, for sure. Especially when you have a smaller team than doing it all.

Brett Johnson
So adding content to your website, have you seen any uptick in the site’s performance in regards to search?

Jessica Kapcar
We just actually went through a whole website redesign. And because we are one of about 110 BBB’s across United States, Canada, and Mexico, it’s been an overhaul of combining our website, but also building out our local content a little bit more.

Jessica Kapcar
So we really have seen some great results by embedding our podcasts into our website, pushing people straight there from our social media channels from our blog. Having added a little footer at the bottom of our blog posts about podcast and vice versa on podcast.

Jessica Kapcar
So yeah, we’ve I don’t know that I have the numbers necessarily to back that up. But it climbs every month, and we see more and more listeners. And we’ve kind of compared to podcasts similar to ours. There aren’t a lot of BBB’s who have podcasts. I think I know of one other BBB, a local BBB that has one, and then our Council For Better Business Bureaus has one for businesses and consumers. So it’s a little bit difficult to kind of compare in our industry.

Jessica Kapcar
Yes, so there aren’t many to compare ourselves. Anybody else just yet.

Jessica Kapcar
But I can honestly say that we’ve never said Well, maybe it’s not worth doing this. Because the time given is that we don’t feel like we feel like it’s being rewarded, for sure.

Brett Johnson
Well, staying on that same topic of marketing, what was your publishing schedule strategy? And what is it right now, how you began those talks in regards to, well, how many do we put out per month, per week, every day? Every hour? It can be extremely stupid, you know? And so, what was that discussion like?  How did you firm up what you wanted to do?

Jessica Kapcar
So originally we kind of took a look at the, the time that our team had to dedicate to it. And we wanted to be very realistic and say, Oh, you know, we would, we didn’t want to say, we’re going to do one every other week, because then we were like, oh, if we don’t do it every other week, or we’re going to be disappointed in ourselves. So our goal was to do at least one a month to start.

Jessica Kapcar
We found that we could do one about every three weeks, which is what our standard has really been. We’ve been able to maintain that we’ve been able to get the scheduling where has worked.

Jessica Kapcar
The benefit for ours is that we can kind of back schedule a lot of content. And we did that. We knew that summertime is going to be hard for people to maneuver their schedules with vacations. So we kind of stockpiled a little bit in the spring and had some content.

Jessica Kapcar
The other thing that we really kind of looked at was because we’re utilizing some of our nonprofits is that time of year. So we wanted to be mindful of the holiday season. A lot of people are more interested in looking for local charities and nonprofits that they can support. So we wanted to be able to showcase and highlight some of those, and the time of year that was maybe a little bit more beneficial to them.

Jessica Kapcar
So we just hit a year for our podcast in August. So, last year around Christmas time, we really kind of tried to utilize some of our nonprofit and charity content.

Jessica Kapcar
The other part of it is really just kind of who we can get in the door when. We don’t want anything to get stale, we did utilize some of our Spark Award content right around when we are going to be doing the Spark Awards last year, so it really just kind of depends on the topic, and what’s relevant to your audience. You know, for our audience, it’s pretty, pretty open. So we have a little bit more flexibility in terms of that.

Brett Johnson
Well, tied into that, what is the social media strategy on when you publish? And what do you do to support that?

Jessica Kapcar
At first, we were like, oh, we’ll just Blitz it out everywhere. And then we kind of pulled back a little bit. And really, we’ve taken more of a staggered approach.

Jessica Kapcar
What we do first is when the, the podcast episode is ready, we send it to the person that we recorded with, and we just say, Hey, you know, thank you so much. Here’s the podcast episode, it’s going to be, you know, live this date, we’re going to send it out through social media on this date, please feel free to share it on your channels, which we’ve always gotten good support from, you know, anybody who’s recorded a podcast.

Jessica Kapcar
So some of it is we’ll push it through our channel. And then some of it is, we are a little bit more reactionary. And we’ll share the posts that the the company or organization has done, because, we really want to promote them as well. It’s a partnership at that point in time. So we want to make sure that we’re saying, here’s some great information, but also here’s the actual content, here’s how you can connect with this business or organization.

Jessica Kapcar
So, what we typically do is, I think the first posts will be on Facebook, and then three days later, we’ll kind of shoot something out through LinkedIn, we share it on Twitter, and we share it on we usually try to do something kind of a little bit on our Instagram. For Facebook, Twitter, and LinkedIn every so often, we put will put some money behind it and boost the post or promote it, minimal. I mean, maybe $10. So nothing, over the top.

Brett Johnson
The social media conversion rate is questionable, unless you have a very good tracking system.

Jessica Kapcar
And an algorithm changes every day. So, who knows, but, but that has seemed to work really well, for us the staggered approach, kind of not pushing it out all at once because people go to different channels, and sites with different frequency. So, that’s been a really effective way for us to get that out there.

Brett Johnson
You have some great artwork, thumbnail artwork, everything.

Jessica Kapcar
Thank you!

Brett Johnson
Who is doing it for you? How did you start that whole process? Because I know again, that’s another piece to this going, Yeah, okay, we have somebody that can record it, we have, we know we’re going to do Oh, we have to have artwork, I have to create this new look, or whether incorporate our logo into it, or create something new. Talk about that process, how you get it looking really good.

Jessica Kapcar
I cannot take any credit for that. That is all Courtney, who is our digital communications manager. She does all of the design work for us. Part of what we kind of have to work through as well is that the BBB is a brand, has an international kind of brand, that we we have to maintain.

Jessica Kapcar
But we want to make sure that we’re creating something new and fresh and clean and fun to engage people. So she has just done a great job kind of taking our brand guidelines and morphing those into something that is brand new.

Brett Johnson
It’s a natural extension. It looks perfect.

Jessica Kapcar
Thank you. Yeah. And she works really closely. She tries to tie it into the topic of the podcast as well. So she is the person who sitting there kind of listening. And we always take some video clips as well. So she’s got a good idea of what the content is. So she does a really great job of kind of translating that into the artwork for the specific episodes. And yeah, she created the logo for us. And she, so she’s, she’s a great resource, and I don’t know that we’d be able to do without her. Yeah, I do know that we probably wouldn’t be able to do it without her.

Brett Johnson
It’s important, because the visual piece of it is, is pretty vital. When you want to direct listeners back to your dot com or your dot org, it has to look nice.

Jessica Kapcar
Absolutely. Yeah. And it has to be, especially for us because BBB is such a, a brand with with longevity. We wanted to make sure that it looks unique, but not so unique that people didn’t realize, Oh, this is BBB, you know, so it’s that it’s that fine line. But yeah, so it’s really helped in our marketing of it, I think to just kind of having that clean, fresh look,

Brett Johnson
Let’s get into some technical stuff. But it’s important, but at the same time, it can be overwhelming, deer in a headlight kind of, wow, what do I do here? So when we talked now, a couple years ago, I mentioned lots of different hosting platform options, but also dug a little bit deeper in regards to Okay, here’s the pros and cons for them. They all are kind of the same, it just comes down to what you choose to do. There are some nuances to some that are better than others. For example, one company may have a better embed player look than others. And that could be something vital for the website. You decided to go with Blubrry. What were some decision processes that helped you decide on Blubrry?

Jessica Kapcar
Yes. So we went with Blubrry. They are actually a local company, and they’re an accredited business. So those were two of the really great touch points for us. But beyond that, we knew that the capabilities that they had for us again, because we were so new at we were kind of, again, as you mentioned, deer in the headlights were like, We don’t know what we’re doing. We don’t know we need to do.

Jessica Kapcar
They actually came in, they talked us through it, they explained the platform to us. I felt like they were also a great a great resource, just in terms of like, okay, here are the four things that you need to have to get it up and running. Just to get the lights turned on and everything ready to go.

Jessica Kapcar
So from there, because it is an easy platform, we enjoyed it, we were able to kind of create the way make it look the way we wanted to create what we wanted to. We were able to embed it into our website. So it was just a great choice for us and you know, anytime that we are looking for a partner or a company to do business with, we kind of hope that they’re an accredited business.

Brett Johnson
And that was one reason I suggested them. I think again, this is not a Blubrry commercial, but at the same time every company has its pros and cons.

Jessica Kapcar
Absolutely.

Brett Johnson
And you have to make your own choice. And for you, that made sense.

Jessica Kapcar
It absolutely did.

Brett Johnson
And obviously it’s worked out very well.

Jessica Kapcar
It has. And I’m sure that they’re great resources out there for at any you know, capacity. We knew what our capacity was and this was a great fit for us so it’s yeah it’s worked well.

Brett Johnson
So the equipment you’re using. What is your setup? I know that was kind of a building process. Because one thing couldn’t happen till another thing happened to another thing happened. How do you do your recordings?

Jessica Kapcar
So it was a building process for sure. We finally now have what we call our media room. We redesigned our office two years ago almost three. So with the redesign we were able to have a space completely dedicated to the video and content creation. You know used to be that we’d have to go into the conference room of tables turn off music you know like it was moved lights it was a it was a process. Now we have all everything set up in there

Jessica Kapcar
We have two lavalier microphones that are attached to our point and shoot camera. It’s a little bit more than point and shoot, I guess. And we have someone on staff who kind of just is able to capture all the audio and she edits it in house. I think she uses Final Cut.

Jessica Kapcar
And it’s very straightforward. You don’t really need a lot of equipment, which is the great. I think an easy part of the podcast like I said, you know, we have two lavalier microphones, they plug into the camera, we do take video just again, for posterity sake. But you don’t have to. So it’s a really straightforward process for us.

Jessica Kapcar
And we’ve never had, well I shouldn’t say never. One of the biggest issues that we’ve run into is the memory card fills out. And that does happen. It’s kind of one of those things where we just take pause and refill and go from there.

Brett Johnson
I’ve been a guest on an episode.

Jessica Kapcar
Yes, you have.

Brett Johnson
It’s really a comfortable setting, honestly, because it’s a much different feel. And I was impressed because I’ve always been table, microphone and something physically in front of you. Where, in your situation, you’re sitting on a couple of chairs, lavalier microphone on, nothing in front of you. So it’s almost, you’re at a restaurant feel to it. Almost you go into a coffee shop that it’s really open.

Jessica Kapcar
We’ve got a little bistro table in the middle. Yes, we kind of try again, we wanted to make it very comfortable, casual, conversational. We’ve actually had one person walk out of the almost walk out with the mic on you kind of forget that it’s there were like, Oh, wait, hold on. “Hot mic.” Don’t leave.

Jessica Kapcar
So yeah, that and that was one of the goals that we had. And it might not be the most elaborate setup, but it works for us. And we hope that it’s a comfortable situation for people to come into.

Jessica Kapcar
Because we reach out to people and say, Hey, we want your talent, please come in. There are some times that people are like, Oh, no, I’m not good at that. Like it, you’ll be fine. Will coach you through, it’s going to be okay. So I think maybe, hopefully, that’s contributed to putting some people at ease that may not have been otherwise.

Brett Johnson
With businesses deciding to go with podcasting, I think this can be true of any social media planning, blogging, whatever, there’s that potential of the transition. One person leaving that was key to doing it. Now, you’re walking into that situation. Jordan has been hosting the podcast from the get go, transitioning to you, which actually is an easy transition, because you’ve been a piece of the party all the time. But what were those discussions like, to where to go with this now that she said, “I’ve got to go.”

Jessica Kapcar
So we’re in it. I mean, we are just on the tip of the iceberg. There’s always a little bit of transition in our team. She’s got a new adventure going on, I just kind of came back in after maternity leave. So it’s kind of that Okay, let’s catch up with each other. And where are we? What do I do? So that’s always a process.

Jessica Kapcar
But the really great thing about our team, and the thing that we knew going in was, we’re going to have changes come about. So that’s why we kind of laid out that plan ahead of time, we really made sure that we had a plan in place in terms of, Okay, what did we want the podcast to be? What do we want it to be about? What do we want the topic to be. We kind of honed in on that, and then we built out that content part of it as well. So, here, are the 10 people that we think might be potentials for interviews for this year. Here are the topics that may work for them. Here’s kind of some, maybe some of the conversation starters that we have.

Jessica Kapcar
We did that because we knew if, for some reason, something, someone left or you know, somebody was out of the office or somebody had to pick up or somebody else left off, at least we have a little bit of a plan in place and document it.

Brett Johnson
And breathing room as well.

Jessica Kapcar
Right. Jordan did a great job with kind of just taking things and running with it. So, I have stepped into a very comfortable position in terms of what it could have, like, so I feel very confident that will that will be okay.

Jessica Kapcar
And because our team was so collaborative at the beginning and we were all kind of there to talk through those things and instrumental in making the decisions about okay what platform Are we going to use?What’s our look going to be like? The rest of the team is still kind of in the know. So I just have to get my interview skills brushed up and hopefully we’ll be able to soldier on.

Brett Johnson
Let’s talk about that. With a transition, it can actually be an opening for maybe tweaking some plans.  Nothing negative about a previous host. It just comes down to a fresh start, maybe we can go in this direction, just tweaking. Let’s go into future plans for the podcast. What’s to be expected?

Jessica Kapcar
So going forward. I think, obviously, we still know that we want to utilize the resources that our businesses, nonprofits, charities have. I think, what what we might try to take a look at is, okay, do we need to focus in a little bit more? Do we need to be more laser focus? Do we need to open it up a little bit more? Do we need to take a look at the process that we’re using in terms of, Okay, here’s the content that we want to talk about, let’s find someone to fill it in or do we want to say, here’s the person that we want to have. Let’s let them say this is, this is what we need to be talking about with you guys. Right now.

Jessica Kapcar
We’re pretty flexible. In terms of that. We’ve never really tried to pigeonhole ourselves necessarily. But I do think there’s something to be said, kind of, for having a plan and sticking with it.

Jessica Kapcar
The plan is changing.  It’s working. I think that Jordan did an amazing job. However, now that I’m the one that’s going to have to be doing the interviews, maybe there’s going to be some benefit to bringing someone else in and saying, you know, for example, Kip, you know, this person, why don’t you here’s kind of what we’re thinking, why don’t you do the interview with them? You know, I think it would be just great

Jessica Kapcar
Because I think there’s something to having a person sit down with another person, that they have a relationship with having that conversation. Things come out of that, that maybe don’t, wouldn’t have come out of that if the person was just the interviewer. So I don’t ever want to limit ourselves saying, you know, I’m the host of the podcast, believe me, I am more than happy to share that. So, you know, just kind of taking a look at that and saying, who, on our staff or on our team, may be a great resource to tap into. Or who, as a partner in our community, would be a great resource to maybe have a guest host right, for? Maybe you?

Brett Johnson
Always up for conversation. I’ll always help in any way that I can, of course. So let’s end on this. Advice for business owners who are considering podcasting as a marketing tool, what would you advise?

Jessica Kapcar
I think the biggest thing that, and I was having this conversation with Jordan, actually, before she left, because I was picking your brain about everything, but especially this, I said,  what do you think that you would tell people in terms of starting a podcast.

Jessica Kapcar
She was like, I don’t think I would just do it to do it. I think I would decide what you want to say. And stick with the message. So having a plan again, doesn’t mean you’re going to follow it to the tee. It doesn’t mean it’s not going to change every month that you know, you do it, but having something planned, whether that’s your message, whether that’s your audience, whether it’s the people that you want to have on it and just sticking with that, that was one of the things that we were we both kind of decided that probably is why our podcast didn’t feel like a burden. And I think maybe has worked the way it has, because we kind of said, Okay, here’s what we know, we want to do, here’s who we know, we want to reach here’s who we know, we can utilize as experts.

Jessica Kapcar
Ours is a little bit different. Because we’re not the people imparting, necessarily our wisdom, we know what we know, we know are good at and we know we don’t. So we’re going to pull in the people who do know what they’re good at. So our model’s a little bit different than maybe some people’s model might be.

Jessica Kapcar
The other thing that I would say is, don’t let not knowing how to do something, or maybe not having a very specific roadmap, hold you back from getting your content out there. Because you never know you could do one podcast and then a light bulb will go off and whole door will open up and there There you have it.

Jessica Kapcar
If you have the drive and you have the time and you have outstanding resources in the community like you, go for it. It took us two years to get it up and running probably because we were a little gun shy but now we know that we probably could have done maybe a little maybe a little sooner so not to not to shy away from just because it seems like it might be daunting or you might not have exactly what you know exactly the plan in place that you want to have in place. You can always mold it.

Thanks to Jessica Kapcar, BBB of Central Ohio Communications Director, and host of the BBB SparkCast, for being my guest on this episode of Note To Future Me.

Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH!

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com

Master Your Podcast Interviewing Skills

With me on this episode is Mark Nuce, a broadcast veteran of 30+ years. He is the news and public affairs director at North American Broadcasting, Incorporated in Columbus Ohio.

We’re going to talk about how to develop your podcast interviewing skills that will:

1) Make you a better podcast host.

2) Develop more insightful conversations with your guests.

3) Make your podcast stand out and get more shares and reviews and probably bring a ton of value to your listeners as well.

 

The four key areas to master podcast interviewing we are going to cover include:
1) homework and research
2) planning
3) listening
4) flexibility

Master Your Podcast Interviewing Skills

Download the “Master Your Podcast Interviewing Skills” audio file directly from here. It was automatically transcribed by Sonix.ai below:

Recording in Studio C at the 511 Studios located in the Brewery District in downtown Columbus, Ohio, this is Note To Future Me. I’m Brett Johnson, owner and lead consultant at Circle270Media Podcast Consultants.

Master your podcast interviewing skills. Recording a good podcast interview is really harder than you think. Despite the fact that a brand new podcaster considers it a really easy option in. Initially the interview format sounds pretty simple. Find an expert get them on the phone or zoom them in, or in person and then ask them some questions. There’s no need for you to do anything right?

Now getting good content from that expert is far harder than you might expect. Sure they know their stuff, they can deliver it well. Can they stay on topic? Tell a good story? And avoid the waffle? Can you steer them away from the standard rehearsed sales pitches or background stories? Can you get something dramatic, something funny or even something different?

That’s what this podcast is about. Recording a good podcast interview. And getting the best content you can from your guest. Earlier I interviewed radio veteran Mark Nuce, news director at North American broadcasting in Columbus Ohio. He has decades of experience producing the news as well as hosting a weekly public affairs program. Here is my interview with him.

Today we’re going to talk about how to develop interviewing skills that will.

1) Make you a better podcast host.

2) Develop more insightful conversations with your guests.

3) Make your podcast stand out and get more shares and reviews and probably bring a ton of value to your listeners as well. That’s the main thing.

In my estimation, some of the best interviewers you’ll find are in broadcast media, specifically radio, in their news departments. Sadly those folks are a dying breed with the advent of music focus formats or network talk shows. But they still do exist, in today’s radio landscape. With me today is Mark Nuce, he is the news and public affairs director at North American Broadcasting, Incorporated in Columbus Ohio. Thanks for joining me today.

You’re welcome Brett.

How long have you been at North American Broadcasting?

Forever. I’ve been here for 30 years so a lot of interviews.

Right exactly. A lot of change in the industry as well too in regards to how those interviews are handled and what you do with them on air.

Absolutely.

Now, being the news and public affairs director, talk about your responsibilities at North American Broadcasting.

Well I anchor and write all morning news. I’m also responsible for public affairs interviews and I’m also responsible for public service. And I’m of course you know being a news person. I have to go up to news events, sporting events and a lot of different experiences.

You and I have worked together for over 20 years and in that time I’ve learned from you how to become a better interviewer whether you knew it or not. Which has helped me on various podcasts that I co-host as well. What are some key areas that you focus on before you recording the interview?

I think basically there are four key areas that I like to think about. One is doing your homework, research. Another is planning. Make sure that you plan out how you’re going to do the interview. And then listening and flexibility are the other two areas. So those four areas.

Research

Planning

Listening

Flexibility

Okay let’s break it down. What goes into the research that you do?

Well a lot goes into the research. First of all talk to the person you’re going to interview beforehand and see if they have any information they can send you. As far as or “do you have any press releases?” or “do you have any basic information?” Maybe even sometimes a yearly report from their organization or from their company that they can give you ahead of time.

Go online. Everything is online these days. Everybody has a website. Go onto the website. One of the things I like to do when I get to the website is…there’s always two categories on a website. One says “about.” So that gives you a lot about the company and who the officers are and what they do.

And another is, it says “news” and usually you can go there and that gives you the latest press releases from that company. So you can go in there and those are great ways to find things out. And LinkedIn, Facebook, these are all great resources to go out and find information about companies, before you talk to them.

And that’s why I noted earlier over the you know the three decades you’ve been doing this how much easier it’s become.

Yeah it used to be that you had to basically rely on who you were interviewing to give you information. Well they only gave you the information they wanted to give you obviously.

But these days you can find out just about anything.

Well you’ve got the research done, what goes into your planning?

Well the thing that I like to do is after I find out who I’m talking to, well the one thing just like very basic things I like to put their name and title right at the beginning of every page of all of the information that I have. Just so I always get that right when I’m talking to them. Because it sounds terrible when you don’t.

Another thing I like to do is write out a few questions but not necessarily strict like detailed questions. Very basic themes because then you know the next part of it the listening and the flexibility, that’s where it really comes in. And that’s what can really make a an interview a good interview. Not sitting going, question one, then question two, then question 3.

You do have to write down some questions because sometimes you’ll forget in an area that you want to talk about. But that’s one of the things that I’d like to do when it comes to preparing for an interview and planning.

And then talk to the person. Put them at ease. Talk a little bit and make sure that they know that what you’re doing isn’t formal, that what you’re doing is sort of a conversation. Remind them that it’s just two people talking in a room with maybe one other person listening at a time. There may be thousands of people listening but you’re only talking to one person.

You know kind of going to that “mic fright.” Getting your guest at ease. Are there some other tricks that you used to get them at ease, whether you’re doing a phone interview which could be there you know they’re in a comfort zone already, in their office, or at home ,or in the car possibly, or they’re in the studio. Are there some other tricks that you do need help out with them?

I do a couple of things. One thing is like like I said we just chat for a while and then just sit down and talk and let them know what you’re going to ask ahead of time. And remind them that they’re the expert. They have the right answers. You’re going to ask them about their organization, about their life, about their business, about what they do every day. So they’re the experts. You’re just asking basic questions and just going to let them go.

And let them know that, you know, especially for a podcast, there’s no time limit. So they can expand and talk about things as much as they want.

I also bring up too, I’m sure you do as well, things can be edited. Start over.

Absolutely.

If you stumble over your tongue or your teeth, as they say, start over and we’ll make it sound like it never happened.

And there are other times when I tell them we don’t edit this because it’s so informal and it’s just a conversation. So you can go both ways with that. If it’s someone who’s really afraid of what they’re going to say, tell them that they can be edited and they can even help you with the editing process saying “I don’t like that” or “could you take that out.”.

Other people, it puts them more at ease when you tell them “hey this is just two people talking to one another.”.

To that point of talking to each other, let’s move on to that listening part. You know I’ve been part of training sessions that really focus on the difference between what hearing and listening really mean by definition. Why is listening an important part of being a better interviewer do you think.

Well because you don’t learn anything unless you listen to what the other person has to say. You’re not going to learn anything, and you’re not going to know what to ask next.

One of my pet peeves is when somebody has an interview all set out, they have their question one, question two, question three. And someone may answer question three and question one but they’ll still go ahead and ask question 3 again because “I have to stay in order.”.

Listen to what they have to say. And nine times out of ten when you do the interview, if you’re listening, they’re going to bring up something that is going to be the best part of the interview, the most entertaining part of the interview, and it’s something you never even thought of or would never think to ask.

Always listen to what they have to say.

And another thing I like to do, too, is to ask people to give personal examples of things. For example, if you’re talking to someone from a charity group say “Give me an example of how your group has helped somebody, give me give me a story.” Because then it’s personal. And then that’s when it brings out everything that they have inside of them because they know what they’ve done.

I’ve noticed that too. I was doing some interviews recently with recruiters and I end up asking them “what do you like about working there?” And boy did it change everything. “I like, oh, I like this, I like this, and like this,” and they kind of went off script and they got to be more personal about what they were doing. It was really fun to watch that light bulb turn on.

Oh absolutely.

It was amazing.

And don’t be afraid to be absolutely basic. A lot of times I’ll start off an interview, if I’m talking to let’s say, the Epilepsy Foundation, I’ll say “for people out there who have never heard of the Epilepsy Foundation, who are you and what do you do?” It’s an absolutely basic question, but it’s vital. Instead of you explaining it let the expert explain it. And then, again, they can say things during that that open up entirely new avenues into the interview.

What do you think about…you’er past this stage…but I’m sure you do a little bit of it as well, though…going back and listening to yourself, doing that “air check” as we talk about it and broadcasting. Listening to what really worked in others that you can of cringe. “I’m never going to do that again.”.

Absolutely.

What’s the best approach to that? Because initially you’re going to have to get over the sound of your own voice and hear what’s going on. But how did you get over that hump as the years progressed and you really dug into listening to yourself?

Listen to yourself. Decide what you like and what you don’t like about what you hear. Try to correct it the next time. Maybe even make little notes. “Don’t say ‘uh’ the time” or you know little things like that.

But then I always have leaned on people that I trusted and people that I admired and people that I worked with to allow them to listen to what I do and give me constructive criticism. Because most of the time people won’t just nitpick at you they’ll give you good constructive criticism. So if you’re doing this on your own or if you’re doing it at the workplace. If it’s at the workplace find somebody you like and trust. Let them hear it and write down something. If you’re doing this at home or you know you’re just getting started, have your spouse listen to it because nobody knows you better than them. And no one will give you more loving criticism than your spouse at least nine times out of ten.

Well, you hope so! Let’s get to that last point talking about flexibility. You touched on it a little bit in regards to planning and letting the interview go its own direction. But let’s dig a little bit more about that.

Yeah absolutely. I think that first of all listening and flexibility go hand in hand. So if you hear something while you’re listening to them, don’t be afraid to throw the script away, and “say I’m going to take this interview in an entirely different direction.”

And I can tell you that happens to me in almost every interview at one point. Maybe not the whole interview. But we always go off in a direction that is somewhere that I didn’t know we were going to go.

I do a weekly public affairs program or so I do a weekly interviews. And then I interview people all the time for the news. But these long form interviews, that we also use for podcasts now, they always go in different directions. So you always have to try to stay flexible. And I think that’s what really makes it listenable and entertaining.

And I think the planning, like you mentioned, three or four questions, give you that guideline that almost allows you to go down those rabbit holes because you know where you can go back. You haven’t lost your train of thought. You know, “Oh yeah, I get to go back to this question,” and helps you get the interview back on track. But allows it to go where it needs to go.

And another point that the when it goes back to the planning and this also goes into the flexibility. You may have some questions you want to ask. But during the process of getting to know the guest before you go on the air, one of the things I always like to say is “is there something you’d like for me to ask you about. Is there a point you’d like to make. Do you have an event coming up that you’d like to promote, or is there something about your organization that’s a misconception or something about your organization that people don’t know about?” That puts them at ease and it also gives them a feeling of more control.

Right. And I was thinking the same thing. We do that a lot, of just saying “hey, this is show, this interview, is all about you.” Quite frankly it’s not an exposé and nailing you on some points that we’ve found out, this, that or the other.

Right.

It’s about you. But also let’s expand on that as want to really showcase. And they’re able to use that audio as well in their world on their websites.

As I tell them, this isn’t 60 minutes. We’re not going to grill you about something. We’re trying to help your organization move ahead. We’re trying to give you some publicity. We’re trying to do our due diligence and public service and you know we want this to be a good experience for you.

Any additional ideas and thoughts?

I think that the best podcasts I listen to, the best interviews I listen to are, when you make it a conversation and not an interview. Again not question after question after question. But be prepared. Know what you’re going to ask. And then just let the conversation flow. And be conversational.

Thanks for joining me I appreciate it.

You’re welcome Brett.

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Recorded in Studio C at the 511 Studios in the Brewery District, downtown Columbus, OH.

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com