5 Thing to Know About Creating Interview Questions for Corporate Communications Podcasts

two women recording a podcast

Though crafting podcast interview questions is not one of our service offerings, we have observed what makes a great question over the years. Producing hundreds of hours’ worth of podcasts can be quite enlightening! 

Don’t worry about yes/no questions

A common assumption is that you need to avoid asking yes or no questions. But if your podcast is for corporate communications, I guarantee that your guest is ready to talk and share their expertise. They will be expressive and go much further than a one-word answer.

On the flip side, they might talk too much.

We recently recorded an episode for a client, and I knew ahead of time their expert was very chatty. Yes, my client can edit the transcript, so we know what to cut out and what to leave. But the more someone talks, the harder it is to edit for continuity. 

If my client says, “We need to keep B and cut out A and C,”  the story may be missing context or other important information. And it won’t make sense.

As a host, you can partially remedy this by distilling the information your expert guest just shared. If you ask a question and get a long answer, clarify. “I heard you say ABC. Is that correct?” And if so, move onto the next question.

If you have a professional speaker or someone who goes on CNN a lot, don’t worry about them. They will stick to the point. 

Ask questions appropriate for your audience

When you’re writing up questions, make sure they are sophisticated enough for your core audience but also digestible for a lay person or someone who is new to the industry/topic. This is true whether your podcast is broad (intellectual property) or niche (intellectual property for the gaming industry).

With that said, don’t go too broad on your questions, because you will get an answer that is more appropriate for an encyclopedia (or Wikipedia). 

You only need five questions

Most corporate communications podcasts are 25-40 minutes long, including the introduction. You don’t need to write a lot of questions to draw out thoughtful answers. 

I typically see the guest and host work together on questions together. As the host, provide five questions to your guest and ask for their input to ensure they provide succinct but helpful responses. 

And make sure you craft five questions around ONE topic. I was prepping for a show the other day with a host, and they said, “We want to talk about X, Y, Z” - all totally separate topics. Once the guest pointed this out, they quickly regrouped.

Be ready to ask follow up questions

Humans are very good at re-loading - thinking of their response before the other person is even done talking. Listen to your guest’s responses rather than waiting for a pause to ask your next question. 

I see a lot of hosts sticking strictly to the script when recording the very first podcast episode. It sounds awkward, and yes, sometimes it does sound like the host isn’t listening. If you’re relaxed and open to asking follow-up questions, you can get some new insights you weren’t expecting. 

Ask for personal anecdotes and experiences

Let’s say your podcast focuses on personal finance and investing. When a wealth manager is appearing as a guest, you might ask “What’s the biggest financial mistake you’ve seen among clients?” Financial advisors who are listening may nod along, while individuals who are listening will take notes.  

This goes back to crafting your questions based on who your audience is. Is it for people who are already in the know? Are you trying to educate? Or, do you want to build intrigue for a general audience?

Great questions and expert guests are just the start

For a truly impactful corporate communications podcast, you need podcast production experts, too. We manage every aspect of the process, from making sure your guests are comfortable before we start recording to sending you a ready-to-publish podcast episode the first time. 

Let’s discuss how we might work together. Reach out today!

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