We started podcasting nine years ago. Why not? Everyone else was doing it. There are millions of podcasts the world over. Literally millions of them.

Some have gotten enormously popular and valuable. The most popular in the nation is The Daily by The New York Times, followed by NPR News Now. Good to see news programming in the top slots. Spotify paid Joe Rogan at least $200 million, according to Forbes, to host The Joe Rogan Experience exclusively on its platform. But those are the rarest of exceptions. Most podcasts draw flies in terms of listeners.

In the early days of our podcasting efforts, we wondered if anybody was listening. Did they even know we had podcasts?

With nearly 1,000 now posted, the numbers say “yes.” Though it varies by month, we average about 500 listens per podcast, or roughly 30,000 listeners over the course of the year. That is quite good considering the select audience we attract.

Podcasts, along with the many videos my colleague Denise Moose produces, have created new channels for reporting and information delivery. (If you’re not familiar with our Videos & Podcasts page, enter this URL into your browser: https://irei.com/real-assets-adviser/video-and-podcast/).

Media relations professionals have increasingly approached us about getting their executives or clients as podcast guests, rather than as a story source or even contributing writer on these pages. That speaks volumes. A podcast, like a good story, can be repurposed, though for copyright reasons we do not allow other parties to place the actual audio file on their websites. We do encourage them to promiscuously share the podcast link via social media, email, a summary posting on their websites, and so on.

Keep in mind, though, our podcasts (and videos) are not simply an open gate for all comers. I often approach investment professionals about being guests, knowing precisely what I’m looking for. When a media relations person offers up one of their clients, I have a set of pertinent questions: What is the subject matter? What do they have to say about that topic? Are they capable of speaking to that topic without referencing their company?

You might be surprised how many executives are incapable of talking about their industry without making references to themselves and their companies. That’s why I tell them that, for the purposes of the podcast, they need to imagine themselves as unaffiliated with any company; rather, they are independent Wall Street analysts with expertise on the subject. That means they should not be using personal pronouns or company pronouns. Otherwise, it will sound like a paid marketing placement, which will diminish them and our news organization. Credibility is key. As soon as the slightest hint of marketing-speak slips in, listeners will tune out. No one wants to listen to a marketing rap.

Let’s reframe your usual thinking process. Rather than a company spokesperson, cast yourself in the role as a thought leader, whose expertise is so deep, well-articulated and impressive that listeners take a second look at the episode notes for the identity of the sagely guest they’re listening to. In addition to your name, naturally, they see your title and affiliation. This is how the light is shone on you and your organization — not through marketing, but through poise, expertise and relevance.

Isn’t that much better? Wouldn’t you rather be an expert than a pitchman?

Some executives are naturals at this. They make the best podcast guests, the ones who regard our time together as a conversation, rather than and a Q&A session. They are relaxed. Engaged. Create rapport. They keep their answers relatively short, leaving room for me to ask follow-up questions, creating a more interactive back-and-forth. They have a sense of humor. They understand listeners want to be at least somewhat entertained while being informed.

Ideally, the podcast listener will feel as though he or she is eavesdropping on our conversation. The more relaxed and conversational our discussion, the more authentic it will come across and the better received by listening audiences.

I do my best to put guests at ease by reminding them the podcast will be recorded, not live, and that I do my own post-production editing, which means nothing can go wrong. Any faux pas can easily be edited into oblivion. Simply put, nothing can go wrong, so relax, have fun and don’t be afraid to take chances.

And don’t forget to subscribe and listen.

Mike Consol (m.consol@irei.com) is editor of Real Assets Adviser. Follow him on Twitter (@mikeconsol)and LinkedIn (linkedIn.com/in/mikeconsol) to read his latest postings.