Why you shouldn’t accept every podcast interview invitation

As I’ve explained in previous articles, best practice Public Relations is about judging what to do to maximise the target Business and Communication Outcomes for the person paying for it. 

So that applies equally to situations where you’re offered something potentially useful.

You get an email or message asking you to be the guest interviewee on a podcast.

Good news, right? The host has finally recognised your standout expertise in your field and is giving you the opportunity to showcase why you’re better than your rivals.

Well, yes, it’s flattering, but the key question to ask is ‘How will this help me achieve my current business goals?’ Because your time is a finite resource and you could be doing other things which might help you make better progress than this.

From the perspective of a qualified ethical Public Relations professional, the questions you need to ask before answering are clear:

How many subscribers does the podcast have? Will it introduce you to enough new potential customers to be a good use of your time?

What’s the average listenership of recent episodes? It will vary.

Can they send you a link to previous episodes? Do your due diligence – what if the host turns out to regularly share views you don’t want to be associated with?

What are the professional or demographic backgrounds of its listeners? Are these people useful to you and your business or organisation? Llama herders in South America would be great if you sell llama husbandry items. Otherwise, probably not.

Will you gain some other professional benefit from appearing on it? Maybe gain favour with an organisation or person you want to influence.

Why are they asking you on? I see some business consultants interviewing business leaders to boost their LinkedIn profiles more than help the guests meet their Objectives, while also gaining favour for a potential consultation with the interviewees. Who gains what from this and are those terms clear?

What will the topics covered be? To be useful to you and your business, this has to be an opportunity to talk about your Key Messages.

Will it be ‘visualised’? In other words, will it be recorded on video – for posting on YouTube and clips used on other Social channels to promote it? If so, dress as you want to be seen by your target audiences and/or key stakeholders.

When will it be published? Will the timing co-ordinate well with other Marketing and Public Relations you have planned? Can they move your episode to fit?

In short, all ‘gift horses’ should have a dental check! Some podcast appearances will be valuable and a good use of your time in enhancing your reputation. Others won’t. 

Always use your time effectively and targeted towards your Business and Communication goals!

© Alan S. Morrison, 2026.

Image – generated by me with Microsoft Designer

Alan S. Morrison gained his Master of Business Administration (MBA) postgraduate degree from the Open University Business School in 2003 and is one of the case studies for it.

At that time he was working as a senior Sub-Editor in a Scottish newspaper, following 15 years as a Reporter, Chief Reporter and News Editor.

In 2012, Alan launched his own communications company, ASM Media & PR, after entering Public Relations via agencies and credits the knowledge and skills he gained on his OU MBA as being instrumental in helping him career-change successfully.

His award-winning clients include a rugby charity with a Royal patron, Scotland’s largest independent lift company and a vintage lifestyle brand whose products are seen in scores of Hollywood movies and global TV shows. 

The marketing campaign Alan created and helped execute for St Andrews Business Club was a Finalist in the 2019 Fife Business Awards.

View Alan’s LinkedIn profile. Find out more about his work.

May 2026

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