You receive an invitation to be interviewed on a podcast, online show, radio program, or some other media platform. Right after you make sure it’s legitimate, what is one of the first questions you – and most people – tend to ask?
How big is the audience?
Of course. It’s only natural and it’s a reasonable question. I ask it too.
But honestly, it is not always the most important one.
There is another question I would encourage you to ask before deciding whether an interview opportunity is worth your time and that is the following:
What can this opportunity do inside the larger body of work I am building?
That is a very different way of evaluating earned media and one I want you to begin exploring.
We tend to look at interviews individually. This podcast has 5,000 downloads. That one has 50,000. This publication has a large following. That one does not. Therefore, we assume the bigger one is automatically more valuable.
Well, not so fast. Sometimes it is. But not always.
Think about the difference between being featured in The New York Times and being featured in a respected trade publication within your industry.
Of course, the ego loves The New York Times. It totally says something about who and where you are in your work. No question it’s impressive and the logo looks fabulous on your website. It carries tremendous credibility and visibility.
But depending on what you are trying to accomplish, the trade publication may put you in front of more of the people who are deeply interested in your message and who may actually be in a position to hire you, invite you to speak, buy your book for their organization, refer you, or open another important door.
That does not make The New York Times less valuable.
It simply means prestige and strategic value are not always the same thing.
Sometimes the smaller audience is the more important audience. And that is why an interview should be evaluated by more than sheer numbers. We must look beyond that.
Could it put you in front of exactly the right people? This is the question.
A podcast with a relatively modest audience of CEOs, HR directors, financial advisors, physicians, teachers, association executives, or whatever group matters to your work could be far more useful than a much larger general-interest audience.
I would rather have the right 5,000 people hear you than 100,000 people who have absolutely no interest in what you do.
I know. I get it. Those ego hits such as The New York Times, the Today Show, Fast Company, Super Soul Sunday, and many, many more have been on our radar screens for a long time. I love landing them too. But when you don’t, and you do get something smaller but more directly aimed at your perfect audience, well, this must be celebrated.
Another question to ask is, could it give you a strong media clip?
This is one authors and experts sometimes overlook.
Perhaps you want to pursue television, speaking opportunities, larger podcasts, or other high-profile interviews. A smaller show with good production quality and a thoughtful host could give you an excellent example of yourself in action.
Now you have something to send when the next producer, meeting planner, or podcast host wants to see how you come across.
One interview helped you qualify for another.
Could it strengthen your speaking pitch?
If you are building a speaking business, an interview can demonstrate how clearly you communicate your ideas, how interesting you are to listen to, and how well you connect with an audience.
It may also give you language, stories, or short clips you can use elsewhere in your speaking materials.
Could it reach decision-makers?
This is where audience numbers can be particularly misleading.
Imagine a business podcast followed by a few thousand executives in a very specific industry. One person listening might run an association, hire consultants, book speakers, buy books for a leadership team, or introduce you to someone who does.
You do not need 100,000 people to hear you if the right three people do. Read that sentence again…
Could it strengthen your search footprint?
When someone searches your name, what do they find?
Media interviews, podcast pages, articles, videos, and other third-party coverage help create the larger digital picture of who you are and what you know.
One interview probably will not transform your search results overnight. But media builds on media. Over time, those appearances create a body of evidence around your expertise.
Could you use the content again?
A good interview does not have to live only on the host’s platform.
Depending on the rights and format, you may be able to share the interview through your newsletter, website, LinkedIn, social media, speaker materials, press kit, or future pitches.
There might be a terrific 60-second clip buried inside a 45-minute conversation.
There may be a question the host asks that sparks your next article.
You may even hear yourself explain an idea particularly well and realize, There it is. That’s how I want to say that from now on.
That has tremendous value. And there is one more benefit that is difficult to measure.
Could this interview make you better?
Every good media appearance gives you another opportunity to sharpen your messages, tell your stories, answer unexpected questions, become more conversational, and learn what resonates. Media skill is developed by doing media.
This does not mean you should say yes to every invitation that comes along. Absolutely not.
The topic should make sense. The audience should have some relationship to your work. The host and platform should be credible. You should understand what you are being invited to discuss. And your time is valuable.
But I would be careful about rejecting an opportunity simply because the audience is not enormous. Instead, take a moment and place that interview inside the bigger picture.
Media Darling Moment: The smartest media decision is not always, “How big is this?” Sometimes it is, “How useful could this be?”
To your success!
Joanne
P.S. Just a reminder that bigger isn’t always better!
#MediaStrategies
#SavvySunday
#BookMarketing
#BookPublicity
If you’d like to receive juicy publicity secrets directly on a regular basis, join the Savvy Sunday Community at the bottom of this page.