The Reccy

The step 50% of people forget to do before preparing for media, podcast and panel interviews.

I’ve just spent the week in Sydney for work with my business partner (and sister) Lucy.

As soon as we arrived at our accommodation, we dumped our bags and did something I always make a point of doing whenever I arrive in a new place - particularly one I’m unfamiliar with.

We did A Reccy.

Yep, a reconnaissance of sorts, where wandered around and got familiar with our surroundings so that we could make informed decisions about where to eat, what to do, and how long it would take us to get from A to B (but mostly where to eat…)

This got me thinking that we all need to do a version of A Reccy whenever we’re invited to be interviewed or are pitching to be interviewed.

But I reckon less than 50% of people do it.

Let’s work out which half you’re in.

But… before I explain how to do A Reccy for an interview, let’s find out what happens if we don’t do it.

Not long ago an email arrived in my inbox from Rod (not his real name). I don’t know Rod, I’d never had an email from Rob before, and it looked like Rod was very keen to be a guest on my podcast. I knew this because the subject line read

SUBJECT: Potential Podcast Guest Introduction

During my radio days, my inbox used to be full of these - media releases or pitches from people I didn’t know trying to get a spot on the radio. However, as an independent podcast producer, often working on limited series podcasts, about niche subjects, the approaches have slowed down.

At that time, I was juggling production for three different podcasts, so when I saw Rod's email, I hoped he may have been referred to fill one of the open interview spots.

Here’s a direct expert from his email:

“Why I would be a good guest for your show:

I believe that discussing the power of handwritten notes would be a fascinating topic for your audience.”

Umm… Ok? Rod continues…

“I can also share my own experiences as a former athlete and sales professional that have shaped my entrepreneurial journey. I believe my background and expertise would provide valuable insights and actionable takeaways for your listeners.”

The podcast he was pitching to be on is called Rule of Thumb. It’s about Sexual Assault and Domestic Violence.

So, I doubt it Rod.

The lesson? Don’t be like Rod.

Rod's pitch missed the mark by a long shot. While I understand he used the scattergun approach - spray enough pitches out there surely one will hit - he’s done some damage to his reputation in the process.

All I learned is that Rod doesn’t care about me, or my podcast and especially not my audience, but only cares about himself and his business. As a result, he won’t be interviewed by me, nor will I refer him to others.

However, if Rod had done A Reccy… I might be singing his praises.

Doing A Reccy is the only way to make decisions about how to pitch and how to prepare for an interview. It helps you map out an experience that will be great for them and for you.

Here are three things you can do as part of your Reccy.

Become the audience.

Grab the popcorn because it’s time to get to know the show! While it sounds obvious, most people don’t take the time to do this, and instead jump straight into preparing their content. It’s good to remember that being a great guest is often less about what we know and more about what they know – both the audience and the host.

I don’t expect you to try and sneak backstage, join the fan page or get the host’s name tattooed on your arm, but you do need to listen, watch, or read the last three things they’ve put out in the world (episodes, shows, articles, conference agendas). You’ll get to know the tone, how people interact and the common themes and topics that come up.

Know the front row

Aussie band The Hilltop Hoods have a song called The Nosebleed Section. The opening lyrics are:

“This is for the heads that’s loving the mix, my people in the front all covered in spit…”

The Hoods know that if you are in the front row at their concert you’re likely to cop a bit of spit! They know what it’s like to BE their audience. As someone who is going to be on stage or behind a microphone or camera talking with an audience, we need to do the same. What are they experiencing? What are they thinking? What do they need? Here’s a quick little activity (that I’ve adapted from Dave Gray’s Empathy Map Canvas) that will help you get in tune with your audience.

NOTE: When you’re in tune, it’s impossible to be tone-deaf. Boom!

Have a current affair

The single fastest way to get a journo interested in you is to talk about current affairs (Am I right, journos?)! If you can link your topic with something current, you’ll be invited out and invited back. So have an affair with the news. Get to know the current issues your audience cares about and link that with your work.

And that’s A Reccy: Three things to do before you map out your content or pitch.

• Be the audience,

• Get to know the front row,

• Have a current affair.