The Format.

(This is collab! Check out Kegan’s companion piece here)

After a weee bit of Linkedin stalking, I had the privilege of interviewing award-winning producer Kegan Zema. Kegan’s resume spans some heavy hitters - WNYC, Gimlet, and seven years at Lemonada Media on shows like The Sarah Silverman Podcast, Hard Feelings with Jennette McCurdy, Fail Better with David Duchovny, and Boneheads. In this conversations, we dig into the industry’s “pivot to video.” Kegan walks us through what the shift to video actually looked like on the ground at Lemonada (from repurposing already-shot 4K footage to the classic “two iPhones on opposite sides of the room” approach), and we debate whether audio-to-video is even the right question to be asking... Along the way: why niche beats “for everyone content,” what Nielsen’s audio/video data actually shows, and why Oprah’s podcast reveals how trends in media consumption and format impact even the biggest stars. We close out with Kegan’s take on which audio-producer skills carry over to video and a candid Descript vs. Pro Tools vs. Premiere comparison.

Key Takeaways

* Ask “why,” not “should we.” The real question isn’t should this be a video podcast, but why should this specific show be one — discoverability and trend-chasing aren’t good enough reasons on their own.

* Some formats just don’t translate. True crime is a clear example: put it on video and it becomes a documentary, a fundamentally different genre with different production demands.

* Consistency beats production value. Viewers bond with a recognizable, repeatable set more than with a beautifully shot but visually inconsistent show.

* Audio isn’t dying — the data says otherwise. Nielsen’s Listen and Watch Report found 90% of monthly podcast consumers listen, while 62% also watch — audio is still the foundation, not a shrinking legacy format.

* Editing for audio and editing for video are different disciplines. Audio can be spliced tightly to smooth out a thought; video can’t take that many cuts without feeling jarring — so a single file built to serve both mediums usually ends up merely “okay” at each.

* Niche is a strength, not a limitation. Even the biggest podcasts (Call Her Daddy, Joe Rogan) aren’t “for everyone” — finding and serving a specific audience beats chasing a universal one.

* The skills transfer, the tools don’t. Kegan’s biggest lesson moving from audio to video: the editorial judgment (cutting tape, shaping a story) is identical — only the software and workflow around it change.

Timestamps

* 00:02 — Welcoming Kegan Zema; his background at Lemonada, Gimlet, and WNYC

* 00:03 — Shows Kegan worked on: Sarah Silverman, Jennette McCurdy, David Duchovny, and more

* 00:04 — How Kegan stayed valuable through Lemonada’s growth years

* 00:07 — Kegan’s path into podcasting: music journalism, a band literally named “Journalism,” and WNYC’s Greene Space

* 00:10 — Lemonada’s early experiments moving shows from audio to video

* 00:14 — How hosts and talent reacted to being put on camera

* 00:16 — Debating the “pivot to video” — is podcasting’s growth really about video?

* 00:17 — The podcast analytics gap vs. YouTube’s data

* 00:22 — The real question: why should a show go video?

* 00:29 — The “Amy Poehler effect”: familiarity and comfort in an audio/video hybrid show

* 00:32 — Discussing Eric Nuzum’s Substack piece on video’s rocky history in media

* 00:36 — The industry cycle: budget booms, downsizing, and the hollowed-out talent pipeline

* 00:39 — Serving two audiences at once — the technical realities of RSS/audio feeds vs. YouTube/Spotify Video

* 00:44 — Case study: Oprah’s podcast vs. her original TV show, and what it reveals about production budgets

* 00:51 — Announcing Zema Media; Kegan’s Substack (”Making Podcasts”) and which audio skills carry over to video

* 00:52 — Tool talk: Pro Tools, Premiere, Descript, and Riverside

* 00:56 — Wrap-up and sign-off - See you at Podcast Movement!

Links Mentioned

* Kegan Zema’s Substack, Making Podcasts

* Eric Nuzum’s Substack piece on podcasting’s pivot to video

* Nielsen’s Listen and Watch Report

Stephen Lacey started podcasting before most people knew what “podcasting” meant. Starting with an RSS feed in 2004, he now runs Latitude Media - an ecosystem of journalism, newsletters, events, and research serving the clean energy and climate tech industry. How did he become the expert - at podcasting and climate tech?

“There’s no shortcut, you have to ask the dumb questions, immerse yourself with people who know way more, and eventually - you get it!”

In this conversation, Stephen and I dig into what it actually takes to build a lasting audio brand. We cover:

* The difference between writing for the eye 👁️ and writing for the ear👂.

* Why podcasts create a parasocial connection that comment sections can't touch.

* Why video often invites more judgment than audio.

* What really drove the podcasting boom (hint: it's not just COVID).

We also talk shop — ideal episode length, how to define "success" beyond download numbers, and where Stephen is genuinely excited (and a little wary) about AI tools reshaping the podcast production process.

Let’s get into it!

Connect with Stephen: Linkedin, X

In this episode, Flo from Chorus Studios sits down with executive coaches Alison Webster and Lauren Wingard to explore the difference between presence and performance. Does practice help you be more present or does it make you seem more performative or fake? They discuss their experience with how mindfulness, vulnerability, and authentic communication can revolutionize your approach to leadership, podcasting, and high-stakes presentations.

Meet Alison Webster: Alison is an executive coach specializing in conscious leadership and mindfulness practices for ambitious leaders. She co-owns and operates the conscious leadership coaching business Shift Above the the Line. Shift Above The Line provides conscious leadership coaching designed to help leaders shift from a place of reactivity, resistance, and threat (below the line), to one of responsiveness, acceptance, and trust (above the line), where creativity, innovation, flow, connection, and collaboration occur best. She has worked with companies like Boeing, Mattel, Microsoft, and Ducati.

Meet Lauren Wingard: Lauren is an executive presence and communication coach, (often for BetterOn) helping leaders practice authentic communication through video and live interactions. Her decade working in leadership development at Red Hat informs her practical, skills-based approach to helping leaders show up as their best selves. She combines leadership development expertise with mindfulness and emotional intelligence, empowering her clients to lead with authenticity and confidence.

Outline:

[00:00 - 05:30] Introductions

[08:35- 15:54] Presence vs. Performance

[05:25 - 17:28] Practice and Skill Development

* The importance of practicing communication and presentation

* Using video feedback as a learning tool

* Building muscle memory through practice while staying present

[17:28 - 18:32] Non-Verbal Communication

* How tone, facial expression, and body language matter more than words

[18:32- 24:31] Conscious Leadership Methodology

[23:11- 24:58] Leadership Development and Business Alignment

* Integrating leadership development with marketing and sales

* Why company culture matters for long-term success

[26:02- 32:01] Grounding and Reflection Practices

[32:01 - 33:10] Closing remarks and appreciation

Resources Mentioned

* 15 Commitments of Conscious Leadership — Book that influenced Alison’s coaching philosophy

* Just One Heart by Dr. Jonathan Fisher — A cardiologist’s guide to holistic heart care

* Leaders Eat Last — Referenced discussion on organizational culture and leadership

* Blue Spirit Wellness Retreat in Nosara, Costa Rica — Where Flo experienced eye-gazing practice

I’m thrilled to kick off Season Two of The Format with my cousin Taylor Lumsden, an Emmy award-winning photojournalist and producer whose career spans radio, TV news, documentaries, and branded content—all of which I somehow forgot about until we reconnected at Thanksgiving! Taylor walks us through his incredible journey, from DJing weddings in college to producing the wildly popular Texas political podcast Y’all-itics, which reached over a million listeners during the pandemic. We dive deep into why podcasts create such intimate listening experiences compared to video, exploring the unique power of audio to connect audiences with authentic human stories and even protect guest privacy when needed. Taylor shares the behind-the-scenes story of his award-winning documentary “Discovering the de Kooning,” which evolved from a simple news assignment into a film that premiered at South by Southwest.

Throughout our conversation, he generously offers advice on…

* creative collaboration

* the ethics of podcast editing

* how to tell authentic stories whether you’re working in news or corporate content

If you’re interested in multimedia storytelling and want to learn from someone who’s mastered multiple formats, this episode is for you.

Timecoded Outline:

00:00 Collaboration In Production

00:28 Show Intro And Mission

01:31 Season Two With Cousin

02:49 Warm Up And Catch Up

04:38 Tech Changes Storytelling

05:50 Radio DJ Origins

06:49 Career Across Formats

09:03 Producing Ya’ll-itics Podcast

11:07 Editing Ethics And Workflow

14:31 Audio Intimacy Vs Video

16:40 Podcasting As Protection

17:29 Obama On Marc Maron

18:14 Garage Podcast Reality

18:52 Video Podcast Clarity

19:44 Why Video Matters

20:27 Channel 8 Breakthroughs

22:40 De Kooning Art Theft

24:44 Licensing And IP

28:57 From TV News To Major Airline

31:38 Authentic Corporate Stories

33:01 Making Interviews Natural

35:13 Wrap Up And Subscribe

We spoke to self-described “audio and podcast person” Arielle Nissenblatt about distance running, the importance of trailers as a tool for onboarding new listeners, and her eleven-year journey from casual podcast consumer to one of the leading voices in the industry.

She developed the idea for her first podcast newsletter, Earbuds, in 2017 while stuck in LA traffic. Eight years later, Arielle has led podcasting efforts at SquadCast.fm, Descript, The Podcast Academy, and more. Today, Arielle is Pinwheel's Director of Community and Content at Audily.

🎧 What we cover this episode:

* Engaging soundbites to hook listeners quickly in your cold open.

* Audio quality in long-form audio is paramount over visuals.

* Keep your podcast structure and schedule consistent: elements like intro/outro/segment signposting will help retain engagement.

* Text-based audio editing services like Descript can revolutionize your workflow if you want a lower barrier of entry into podcasting.

Connect with Arielle on Linkedin: https://www.linkedin.com/in/arielle-nissenblatt-90348356/

Learn more about Arielle: https://www.ariellenissenblatt.com/

📝 Episode Outline

Introduction and Personal Background (00:00 - 06:18)

Flo shares personal context about upcoming jaw surgery

Introduction of guest Arielle, met at On Air Fest, with background at Descript, Castbox, Audily, and Squadcast

Career Origins and Educational Background (06:18 - 09:02)

Arielle shares childhood uncertainty about career direction

Arielle's interest in international relations and conflict resolution developed in college

Arielle studied geography in undergrad, drawn to Guinness Book of World Records and superlatives

Human Evolution and Storytelling Discussion (09:02 - 13:03)

Discussion of Born to Run by Christopher McDougall - humans evolved for distance running

Exploration of humans’ unique capacity for storytelling, culture, and shared beliefs compared to other species

Analysis of how stories, religion, and money as human constructs shape civilization

Podcasting Appeal and Learning Styles (13:03 - 16:04)

Discussion of audio learning advantages over visual learning for many people

Arielle’s preference for audiobooks over traditional reading due to focus challenges

Importance of audio quality over visual quality for storytelling content

Career Entry into Podcasting Industry (16:04 - 20:12)

Arielle started listening to podcasts in 2014, got first job in space around 2016

Started from zero connections by creating a newsletter about podcast recommendations in 2017.

Early monetization through newsletter advertising and event ticket exchanges

Descript Experience and Current Role (20:12 - 23:11)

Arielle joined Descript through Squadcast acquisition, worked there for 1.5 years

Current role as Director of Community and Content at Audily/Pinwheel podcast studio

Podcast Format and Structure Best Practices (23:11 - 30:10)

Discussion of intro/outro formats - scripted with music versus varied approaches

Importance of consistent elements to orient listeners (familiar music, format)

Cold open technique using compelling quotes from upcoming interview

Essential elements: host name, show name, guest introduction, episode value proposition

Signposting different segments throughout show for listener navigation

Consideration for audio-only listeners when producing video podcasts

Trailers, Marketing, and Audience Engagement (30:10 - 38:04)

Podcast trailers as crucial onboarding and marketing tools

Promise-delivery framework: tell audience what they’ll learn, teach them, confirm what they learned

Rapid Fire Questions from On Air Fest

(🎧 Listen on Spotify or Apple Podcasts.)

Lauren Wingard and I had a blast at On Air Fest in Brooklyn last month. In these interviews, we cover everything from audience research to the ever-evolving debate between audio and video podcasting. Lauren and I reflect on the 5 “on the street” interviews we did at On Air Fest last month and share our favorite takeaways and learnings. We hope you enjoy!

- Outline -

Flo and Lauren Introduction (00:00 - 09:34)

* How we met

* Lauren’s professional journey from Red Hat leadership development to BetterOn

* Warm-ups and on-camera techniques

Ben Robbins (NPR, Audible) on Why Audience Research is Crucial (09:34 - 12:20)

* Ben is the founder of Sound Insights

* Previously worked at NPR for 13 years and was global senior director of Research at Audible

* Why Audience Research is imperative

Flo & Lauren Recap (12:20 - 16:30)

* Clip from “10 Years of National Sawdust” with Paola Prestini & Jad Abumrad

Chioke Ianson (Resonate Podcast Festival, VCU) on Why Audio is Magic (16:30 - 21:29)

* Chioki founded Resonate Podcast Festival in Richmond, Virginia

* He is the director of community media at the Institute for Contemporary Art at VCU and an underwriting voice for NPR

Melanie Levitan (26:48 - 28:45) - Perspective from a podcast lover & attendee of the Fest

* On Being Podcast

* Introduction of Simon Adler interview, clip from 15-minute live “Closed Captions: RadioLab”

Simon Adler (Senior Producer, RadioLab) (31:34 - 36:55) on How to Design a Story for Different Formats

* The story behind closed captions

* The Impact of the Gallaudet University Protests

* Reflections storytelling for various formats

Max Jungreis (StoryCorps) (41:30 - 52:45)

* The Art of Storytelling at StoryCorp

* Challenges and Rewards of Producing

* The Role of Facilitators

* Rapid Fire Questions with Max

Reflections and Future Plans (52:45 - 58:53)

* Meeting Reggie Watts

* Concluding Thoughts

Additional References:

* Serial Podcast

* Bianca Giaever - Making Documentaries a Spiritual Practice

* Netflix Considers Podcasting

* One Small Step - StoryCorps

* The Monty - Lauren Wingard’s Story

* Reply All Podcast

(🎧 Listen on Spotify or Apple Podcasts.)

Lauren Wingard and I had a blast at On Air Fest in Brooklyn last month. In these interviews, we cover everything from audience research to the ever-evolving debate between audio and video podcasting. Lauren and I reflect on the 5 “on the street” interviews we did at On Air Fest last month and share our favortie takeaways and learnings. We hope you enjoy!

- Outline -

Flo and Lauren Introduction (00:00 - 09:34)

* How we met

* Lauren’s professional journey from Red Hat leadership development to BetterOn

* Warm-ups and on-camera techniques

Ben Robbins (NPR, Audible) on Why Audience Research is Crucial (09:34 - 12:20)

* Ben is the founder of Sound Insights

* Previously worked at NPR for 13 years and was global senior director of Research at Audible

* Why Audience Research is imperative

Flo & Lauren Recap (12:20 - 16:30)

* Clip from “10 Years of National Sawdust” with Paola Prestini & Jad Abumrad

Chioke Ianson (Resonate Podcast Festival, VCU) on Why Audio is Magic (16:30 - 21:29)

* Chioki founded Resonate Podcast Festival in Richmond, Virginia

* He is the director of community media at the Institute for Contemporary Art at VCU and an underwriting voice for NPR

Melanie Levitan (26:48 - 28:45) - Perspective from a podcast lover & attendee of the Fest

* On Being Podcast

* Introduction of Simon Adler interview, clip from 15-minute live “Closed Captions: RadioLab”

Simon Adler (Senior Producer, RadioLab) (31:34 - 36:55) on How to Design a Story for Different Formats

* The story behind closed captions

* The Impact of the Gallaudet University Protests

* Reflections storytelling for various formats

Max Jungreis (StoryCorps) (41:30 - 52:45)

* The Art of Storytelling at StoryCorp

* Challenges and Rewards of Producing

* The Role of Facilitators

* Rapid Fire Questions with Max

Reflections and Future Plans (52:45 - 58:53)

* Meeting Reggie Watts

* Concluding Thoughts

Additional References:

* Serial Podcast

* Bianca Giaever - Making Documentaries a Spiritual Practice

* Netflix Considers Podcasting

* One Small Step - StoryCorps

* The Monty - Lauren Wingard’s Story

* Reply All Podcast

(Listen on spotify, apple podcasts)

I discovered Siobhan and her work on the internet, of course. Her book “The Power of Podcasting” caught my eye and I added to cart. Most books about podcasting are full of tactics and fluffy advice. The Power of Podcasting, however, gave me specific examples from Siobhan’s decades in radio, documentary, and podcast production to back up her learnings.

In this episode, I had the opportunity to (virtually) sit down with author Siobhan McHugh, award-winning podcast producer, Oprah & Oxford Handbook endorced scholar based in Australia and ask her some of the deeper questions I’ve asked myself for years like…

* When is it ethical to add music to an interview?

* Is it OK to add in your perspective as the host or journalist?

* Why is podcasting so popular now? How did we get here and where are we going?

Siobhan shares her journey from Ireland to Australia, from science student to a celebrated figure in radio and why audio storytelling is still her favorite format.

🎙️ Introduction and Podcasting Background (00:00 - 07:51)

* Siobhan McHugh introduced as an award-winning writer, documentary maker, and podcast producer

* Discussion on the impact of Serial podcast on the podcasting industry

* Authenticity in podcasting

📚 Audio Storytelling and Education (07:51 - 18:00)

* Siobhan's experience teaching audio storytelling to skeptical students

* Emphasis on the power of audio as a medium

* Discussion on the cost and effort involved in producing narrative podcasts

🎭 Ethical Considerations in Podcasting (18:00 - 29:45)

* Debate on the ethics of manipulating emotions through music in podcasts

* Importance of balancing storytelling with ethical considerations

* Discussion on the trend of hosts becoming part of the story in podcasts

🔍 Investigative Podcasting and Human Nature (29:45 - 39:24)

* Analysis of Serial's approach to storytelling and its impact

* Discussion on the balance between drama and respect in true crime podcasts

* Importance of humanizing subjects in investigative podcasting

🎤 Podcasting's Influence and Future (39:24 - 47:31)

* Discussion on podcasting's role in political communication

* Analysis of different podcast formats and their appeal

* Reflection on the future of podcasting and its potential impact

I’m trying something new again! I recently wrote a blog outlining the pros and cons of hosting my podcast on Substack, and now I’ve added a companion podcast episode to the blog. To read along as you listen, here is the original blog below.

What do you think of this format?

My friend Angela Hollowell was the first friend and fellow producer who enthusiastically introduced me to Substack. She was really excited about an app that allowed her to grow her email list and actually delivered her content to her subscribers (unlike IG, Facebook, and LinkedIn algorithms). It also allowed her to set up paid monthly subscriptions and create a beautiful, branded site for her content.

“If patreon and medium had a baby, it would be substack” I told friends.

On top of all of this, it supported podcast hosting! WOW.

The Format. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

I had to try it out.

I love creating new brands, so I got to work brainstorming the name and premise of my new substack channel. I landed on “TheFormat.” I often think and talk philosophically about how media is changing and how various new and old media “formats” rise and fall with popularity and new technology. As an independent podcast producer, I think it’s important to share my perspective of the medium and my expertise. I set up interviews with people I wanted to learn from or get to know professionally and started turning it into content for my brand, Chorus Studios. “TheFormat.” would explore this new, popular format of podcasting.

So how is it going? Here are my top take aways.

Big Ups 👍 for Publishing your Pod-blog on Substack:

* Built-in promotion and networking via email and in-app

* Once you join the substack community, both in-app and your inbox, substack will start recommending publications and articles for you. As a substack producer, this means there are more opportunities for users to discover my content - especially if they follow other channels with similar content or topics to mine. About 30% of my subscribers found me organically through substack!

* Opportunity to take advantage of “Recommendations” and good discoverability

* Supports video and audio versions of your podcast for simple, one file distribution

* Monetization

* Opportunity for your followers to support your work financially with a low monthly donation - similar to patreon.

* RSS feed creation

* When you create a podcast on substack, substack will create an RSS feed for you. You still need to go into your setting and make sure your podcast is connected to Spotify, Apple Podcasts etc, but they make this process quite easy.

* One place for all of your media formats

* Promotes a combination of media simultaneously - written, video, audio, podcast. I wanted a platform where I could try out various written summaries or snippets from my podcast interviews. It’s so awesome that my followers can come to this one place to find both the full podcast as well as written content focusing on various topics (key take aways for example) from that longer podcast.

* Beautiful design and fairly easy-to-use site setup

* It took me a few days to set up my new website for TheFormat. on substack but it was easier than creating a website from scratch using other platforms like wix or Squarespace. I appreciate the ability to apply your unique brand colors, logo and imagery to the site.

* Learn and connect with likeminded professionals

* When considering which community to host your blog, reputation matters. So far, substack has a lot of edu-tainment or professional adjacent content that lends itself well to the content I am producing. I’ve made some great new connections to fellow podcasters and media professionals through Substack.

Not so Ups 👎 for Publishing your Podcast on Substack:

* Does not automatically distribute to nich podcast platforms

* Unlike other podcast distributors like Transistor.fm, Substack does not automatically suggest you connect your podcast to platforms you may not have heard of like Deezer or Playerfm. If you want to do this with your substack podcast, you’ll need to take the RSS feed to these platforms on your own. It is possible, it’s just a bit extra work.

* Mobile version of podcasts don’t have links to Spotify, Apple etc as it does on the web app

* Ok this is my biggest pet peeve. While the web app version of the podcast episode page does have buttons to “listen on spotify, apple podcasts” etc, the iPhone or ios app does not. WHY!?! I have to add the links in the text of the episode show notes so that folks who have the app can find links to listen elsewhere… now that I’ve just written this out I realize that this may be because they don’t want users to leave the substack app to listen to the podcast elsewhere. Yup, that’s probably it. Here’s a screenshot from my iPhone of what I’m talking about.

* Paid versus free podcast episodes is clunky and confusing to me

* Admittedly, I haven’t released any “paid only” episodes yet so I will probably understand this better when I do. Somehow, paid podcast access is sent to a separate feed than the free podcast access. If someone is following the podcast on spotify but upgrades on substack from free to paid, I think they would need to follow a new link to find the correct version of the podcast on spotify. Ofcourse, if you are listening in the substack app this is easy but if your listeners are on other platforms this can be a confusing experience.

* Podcast Stats leave much to be desired

* I usually use transistor.fm to distribute my podcasts and, well, they don’t have the best analytics but it is much more specific than those offered by Substack. I would love to see more analytics, such as which episodes were listened to during specific dates, on substack.

* What makes Substack great is also, in another way, a weakness

* Substack is fun and interesting because it combines so many types of online platforms - it’s a blog, a blogging network, a podcast streaming and distribution service, AND it has social media features like chat, restacks, and comments.

* Similar to how Instagram is trying to be youtube, snapchat, tiktok and a photoapp - substack is doing it all and, as a user and producer, its confusing. I’m still asking myself, which way is the best way to promote my content on substack? Should I chat all of my subscribers? I will say, email newsletter aspect is a huge bonus. Even though I don’t have thousands of followers here yet, I already feel loyal to the platform because I can almost guarantee most of my subscribers will at least see my content in their inbox.

Where I’ve Landed for Now:

As with anything you do with your business, the most important question to ask is “What are my top goals with this project?”

Right now, my main goal for TheFormat. is to build community and have people who I could work with listen (or watch) the podcast - to build my credibility and thoughtleadership as a podcasting professional within my industry. Secondly, I want to use substack to try out different ways of creating written content from my podcast content. Thirdly, I want to stay abreast of new technology and experiment with this new hybrid platform.

My main goal right now is not to have thousands of listeners or become a well known podcast host. I’m open to it! But it’s not my main goal. Therefore, I’m ok with having a smaller but more focused listener base. I also really enjoy and appreciate the email list building and networking functionality built into the platform.

If you are going to produce content for yourself and it’s going to time away from paying work, I think it’s important to enjoy it and to find it useful to your growth as a professional. So far I’m really enjoying this platform and that in of itself is really valuable to me!

Other substack podcasters! Please comment your top pros and cons to hosting your podcast on substack in the comments below! I’d love to hear your thoughts!

Cheers!

-Flo, Chorus Studios

Thanks for reading The Format.! This post is public so feel free to share it.

(Listen on spotify, apple podcasts)

Have you ever wondered how PR professionals help their clients prepare for a podcast interview? You are about to find out! Elliot Tomaeno founded ASTRSK PR in 2012 and has worked with some of the most innovative startup brands out there, including Groupon, Prime Video, Lemonade, Getaround, THINX, and Squarespace. He has been featured on Business Insider’s Top 50 PR professionals' list 7 years running as well as Adweek’s 30 Under 30 in 2015. Through ASTRSK, Elliot has helped launch and support more than 800+ startups and innovation brands.

In this conversation, we discuss how and why he started his own public relations firm focused on innovation, how he advises his clients to best represent themselves on a podcast, how he views ethics in business, and his vision for the future of ASTRSK. We dive deep into specific techniques he uses for his clients to help them prepare to give an excellent podcast interview. He also shares some incredible outcomes from podcasts featuring his clients. This is a good one guys! Shout out to my friend Chris Gorges of Thompson & Prince for connecting us.

Connect with Elliot Tomaeno on Instagram or Linkedin.

Here’s an outline with time codes below.

🎙️ Podcasting and PR Insights (00:00 - 15:00)

* PR feels less contrived than traditional advertising

* Podcasts offer a more genuine, raw content experience

* Elliot Tomaeno introduced as founder and CEO of ASTRSK PR

* PR preparation differs for podcasts vs. other media formats

* Importance of being in the right headspace for podcast interviews

👤 Client Preparation for Podcasts (15:00 - 30:00)

* Encourage vulnerability and storytelling in podcast interviews

* Prepare strategies for redirecting uncomfortable questions

* Balance between personal stories and business objectives

* Importance of listening to previous podcast episodes before appearing as a guest

* Ethical considerations when taking on new PR clients

🚀 ASTRSK PR's Approach and Values (30:00 - 46:49)

* Focus on startups making positive impact

* Annual pro bono contest for underrepresented founders

* Importance of authenticity and vulnerability in brand storytelling

* Considerations for starting a company podcast

* Value of creating shareable, saveable content for social media