Partners
in
the
largest
law
firms
may
have
dedicated
public
relations
staff
who
can
take
on
the
work
of
developing
podcast
guesting
strategies
to
build
on
their
existing
reputation
while
further
increasing
name
recognition
and
law
firm
visibility.
For
everyone
else,
appearing
as
the
expert
guest
on
a
podcast
whose
content
has
a
clear
connection
to
your
area
of
law
can
be
a
highly
effective
tool
for
accomplishing
the
same
goals,
but
you
will
likely
need
to
do
much
of
the
work
of
vetting
podcasts
and
pitching
ideas
for
a
guest
spot
yourself.
You
will
obviously
want
to
maximize
your
returns
on
those
“non-billable”
hours,
so
it
pays
to
take
some
time
upfront
to
consider
what
goes
into
an
effective
strategy
for
leveraging
podcast
guesting
to
grow
your
law
firm.
How
To
Pick
a
Podcast
Every
now
and
then,
an
attorney
may
be
lucky
enough
to
find
that
a
podcaster
is
seeking
them
out
because
the
podcaster
(or
their
programming/production
team)
already
recognizes
the
lawyer’s
expertise
and
has
a
specific
legal
topic
in
mind
for
presentation
to
the
podcast
audience.
This
scenario
may
sometimes
unfold
when
a
podcast
is
developing
an
episode
or
series
on
a
subject
with
which
a
specific
attorney
or
law
firm
has
substantial
experience.
In
most
cases,
however,
the
decision
to
try
podcasting
as
a
tool
for
increasing
awareness
of
your
law
firm
will
likely
come
first,
and
it
will
be
up
to
you
to
take
the
first
steps
toward
making
your
podcast
debut
a
reality.
In
that
instance,
you
will
need
to
start
by
choosing
a
podcast
to
which
you
can
pitch
effectively,
based
on
the
“fit”
between
your
legal
expertise
and
the
podcast’s
themes
and
target
audience.
Each
situation
will
be
unique,
but
there
are
a
few
general
factors
most
aspiring
podcast
guests
may
find
helpful
to
consider.
What
To
Look
For:
Audience
For
many
people,
their
first
instinct
in
identifying
a
podcast
where
they
might
like
to
make
a
guest
appearance
is
to
look
for
a
program
they
themselves
listen
to
and
appreciate.
It’s
natural
to
“start
with
what
you
know,”
but
unless
the
people
you
would
most
like
to
reach
are
very
much
like
yourself,
pitching
to
a
podcast
that
you
personally
listen
to
may
not
make
sense.
Ask
yourself
whether
your
priority
is
to
reach
other
lawyers
vs.
to
put
your
name
and
expertise
in
front
of
people
who
might
be
interested
in
hiring
your
law
firm.
Both
goals
are
valid,
but
they
imply
different
audiences
and
therefore
different
approaches
to
podcast
selection.
If
you
really
want
to
reach
other
attorneys
to
cement
your
professional
reputation,
then
a
podcast
aimed
at
unpacking
important
questions
and
challenges
confronting
the
legal
profession
may
be
worth
sending
a
pitch.
If
you
primarily
hope
to
educate
people
in
the
groups
from
which
your
own
clients
typically
come,
then
you
may
need
to
do
some
brainstorming
to
identify
content
areas
(and
therefore
podcasts)
that
enjoy
popularity
among
the
represented
groups.
You
may
also
want
to
consider
whether
there
are
groups
(defined
by
age,
by
interest,
by
location,
and
so
on)
that
seem
like
an
ideal
fit
for
your
law
firm’s
services,
but
from
which
you
get
fewer
clients
than
you
think
you
should,
or
than
you
would
like.
Identifying
a
podcast
whose
audience
has
substantial
overlap
with
your
base
of
prospective
clients
can
be
a
highly
effective
strategy
for
creating
targeted
awareness
with
the
people
who
can
“move
the
needle”
in
terms
of
your
law
firm
growth.
What
To
Look
For:
Topical
Coverage
There
is
really
no
point
in
developing
a
pitch
to
send
to
a
podcast’s
programming
staff
because
the
podcast’s
audience
has
a
strong
overlap
with
your
prospective
client
base
if
the
podcast
itself
does
not
consistently
handle
topics
you
can
speak
to
with
authority.
In
some
instances,
you
may
have
the
task
of
explaining,
in
your
pitch,
a
legal
question
that
connects
to
a
recent
or
(even
better)
recurring
theme
for
the
podcast.
For
example,
if
you
work
in
an
estate
planning
firm,
then
the
nuances
of
tax
planning
or
the
specific
details
of
state
law
concerning
homestead
property
might
be
useful
to
the
audiences
of
a
financial
management
podcast.
If
you
run
a
small
family
law
practice,
then
the
issues
people
commonly
overlook
in
drafting
their
parenting
agreements
may
be
of
interest
to
the
listeners
of
a
podcast
on
parenting
more
generally.
Make
sure
you
can
clearly
articulate
how
the
knowledge
you
offer
addresses
a
need
or
interest
of
the
podcast’s
audience,
and
aim
to
draw
explicit
connections
between
your
subject
matter
expertise
and
the
podcast’s
typical
programming.
What
To
Look
For:
Tone
and
Other
Guests
“You
will
be
known
by
the
company
you
keep,”
as
the
saying
goes.
This
is
not
an
argument
for
snobbery
but
be
sure
that
the
podcast
host
is
someone
whose
professionalism
you
trust,
and
that
the
program’s
(other)
guests
are
typically
people
you
feel
comfortable
being
associated
with.
Depending
on
the
type
of
law
you
practice
and
the
way
you
prefer
to
position
your
firm,
you
may
not
want
to
appear
back-to-back
with
guests
known
for
their
extreme
“hot
takes,”
or
in
a
context
where
the
overall
discourse
suggests
a
lax
commitment
to
ethics.
As
a
related
consideration,
reviewing
recent
episodes
to
get
a
sense
of
the
professions
and
perspectives
represented
by
the
selection
of
guests
can
also
help
to
clarify
whether
a
specific
podcast
is
truly
a
good
bet
for
your
pitch.
What
To
Look
For:
Format
and
Frequency
Listening
to
a
few
past
guests
can
give
you
a
feel
for
the
overall
format
of
the
podcast,
as
well
as
who
appears
in
it.
Take
the
time
to
listen
to
a
few
complete
episodes
of
any
podcast
you
have
identified
as
a
good
potential
fit.
Pay
attention
to
pacing:
How
long
does
the
host
generally
allow
for
a
guest
to
develop
their
thoughts
on
a
question
before
moving
on
to
the
next
topic?
How
frequent
are
the
other
topic
changes?
How
long
is
each
episode
when
aired?
Are
multiple
guests
interviewed
in
each,
or
do
episodes
commonly
feature
several
short
conversations?
Very
importantly,
you
will
also
want
to
confirm
how
often
and
how
regularly
new
episodes
are
released.
Check
any
download
or
view
numbers,
if
you
can;
a
larger
audience
for
the
podcast
obviously
means
a
larger
potential
platform
for
your
expertise,
but
well-established,
already-popular
podcasts
with
large
followings
may
also
be
more
challenging
to
pitch
successfully.
Aim
for
a
balance
between
visibility
and
your
chance
to
craft
a
pitch
that
stands
out
among
those
received
by
the
programming
team.
Post-Pitch
Protocol
If
you
receive
an
instant
yes,
great!
You
can
coordinate
with
the
podcast
host
(or
their
program
development
staff,
depending
on
the
size
of
their
operation)
to
find
a
date
and
make
sure
your
talking
points
are
prepared
to
address
the
core
concerns
of
the
podcast
audience.
If
you
receive
an
immediate
rejection,
don[t
let
it
discourage
you;
take
the
moment
as
an
opportunity
to
review
your
pitch
and
look
for
ways
to
further
refine
your
technique
so
that
you
can
try
again,
with
a
different
program.
If
a
few
days
go
by
and
you
have
received
no
response
at
all,
there
are
a
few
“next
steps”
you
can
consider
taking
to
secure
your
best
chance
at
a
podcast
guesting
spot.
You
will
probably
want
to
plan
to
send
more
than
one
follow-up
message.
Similar
to
the
email
sequence
you
might
send
to
a
“warm”
lead
(but
with
different
content),
these
messages
can
be
staggered
over
a
few
weeks.
Aim
for
a
“soft”
check-in
to
touch
base
(and
put
your
name
in
the
podcast
host’s
inbox
again)
about
three
to
four
days
after
your
initial
pitch.
If
more
time
passes
and
you
still
have
not
heard
back,
write
a
follow-up
email
reiterating
the
main
points
of
your
pitch
and
underscoring
why
you
are
eager
to
work
with
this
podcast
and
how
you
think
you
can
serve
their
audience.
Aim
to
send
this
message
somewhere
between
10
to
15
days
after
your
previous
check-in.
If
this
second
message
also
gets
no
response,
then
let
this
particular
podcast
go
(for
now!)
and
look
for
an
alternative
program
with
which
you
think
you
might
be
a
good
fit.
Once
You
Land
a
Guesting
Spot
Of
course,
getting
a
slot
to
appear
on
a
podcast
is
only
the
beginning.
You
will
also
need
to
prepare
comprehensively
for
the
interview
itself.
While
preparing
for
depositions
has
undoubtedly
given
you
plenty
of
experience
in
anticipating
as
well
as
formulating
tough
questions,
the
informational
and
attentional
demands
of
a
podcast
interview
are
quite
different.
Even
if
you
and
the
podcast
host
review
potential
“leading”
questions
you
plan
to
work
from
as
the
conversation
develops
naturally,
on
a
podcast
that
accepts
calls
from
listeners
the
potential
range
of
questions
may
be
less
predictable
than
you
would
expect
to
find
in
a
more
controlled
setting.
If
you
are
appearing
on
the
podcast
because
you
submitted
a
pitch
that
was
accepted,
then
the
points
you
raised
in
that
pitch
will
obviously
be
your
first
consideration.
If
you
are
fortunate
enough
to
appear
on
a
podcast
by
invitation,
then
the
host
and/or
programming
team
will
likely
have
specific
topics
they
know
they
want
to
cover
while
you
are
on
the
show.
Either
way,
you
can
put
yourself
in
position
to
deliver
a
strong
performance
by
asking
the
podcast’s
programmers
tailored
questions
about
their
listeners,
based
on
the
topics
you
expect
to
come
up.
Take
the
time
to
find
out
if
there
are
any
particular
points
of
law
or
procedural
matters
about
which
the
individuals
behind
the
podcast
already
know
the
audience
consistently
has
questions
about,
and
spend
some
time
reviewing
the
details
of
case
law
and
any
technicalities
that
you
often
see
tripping
up
lay
people
or
your
colleagues
(depending
on
the
podcast).
You
may
also
want
to
consider
taking
the
time
to
prepare
some
hypothetical
or
anonymized
examples
that
you
can
pull
from
as
needed,
so
that
you
do
not
find
yourself
trying
to
avoid
potentially
compromising
client
confidentiality
as
you
illustrate
complex
concepts
and
processes
on
the
fly.
A
Word
on
Podcast
Guesting
and
Professional
Ethics:
The
Advantages
of
Educational
Content
for
Attorney
Advertising
For
many
individuals
working
in
the
legal
profession,
one
of
the
most
compelling
reasons
for
developing
effective
podcast
guesting
strategies
is
that
attorneys
tend
to
be
somewhat
limited
in
the
techniques
they
can
use
for
soliciting
new
clients.
Obviously,
law
firms
can
and
do
run
marketing
campaigns
of
various
kinds,
but
many
of
the
more
aggressive
options
for
reaching
out
to
potential
clients
that
might
apply
in
some
other
industries
are
off-limits
to
those
engaged
in
the
practice
of
law.
With
podcast
guest
spots,
you
have
the
opportunity
to
enhance
your
law
firm’s
name
recognition
and
foster
associations
between
your
name
and
genuine
value,
which
in
most
cases
will
come
in
the
form
of
helpful
answers
to
questions
members
of
the
podcast’s
audience
actually
have,
and
offering
insights
into
perspectives
they
may
never
have
considered.
By
contrast
to
the
norms
you
may
see
with
some
other
creative
marketing
models,
in
a
podcast
guesting
strategy
education,
not
self-promotion,
is
the
name
of
the
game.
During
your
guest
spot,
keep
the
focus
on
providing
thorough,
helpful
answers
to
the
questions
the
podcast
host
raises
or
those
that
are
called
in
by
listeners.
Approach
your
explanations
as
if
you
were
teaching
a
class
or
helping
a
client
understand
crucial
procedures.
Demonstrate
the
expertise
that
makes
you
someone
clients
would
want
to
work
with
and
someone
to
whom
colleagues
might
feel
comfortable
sending
referrals,
and
leave
it
to
the
podcast
host
to
underscore
the
source
of
the
valuable
information
you
have
shared.
Annette
Choti,
Esq.
is
the
founder
of Law
Quill,
a
legal
digital
marketing
agency
that
helps
growth-minded
law
firms
increase
their
online
visibility
and
convert
more
clients.
She
is
also
the
author
of
“Click
Magnet:
The
Ultimate
Digital
Marketing
Guide
for
Law
Firms”
and
Click
Magnet
Academy.
Annette
used
to
do
professional
comedy,
which
is
not
so
far
from
the
law
if
we
are
all
being
honest.