How to give awesome radio interviews with Anna Webb

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Is getting on the radio one of your goals for your pet business?

Being interviewed live is fantastic for giving people an insight into you as a pet professional but can be daunting too.

Anna Webb is a seasoned BBC Radio presenter and a regular guest on shows like Jeremy Vine, Trisha and Alan Titchmarsh.

Sheโ€™s a dog trainer, canine nutritionist and co-hosts Barking At The Moon on BBC Radio London, and her own show, A Dogโ€™s Life podcast.

Anna explains how pet business owners can give fantastic radio interviews with tips on everything from getting rid of nerves to what kit you need.

Plus what itโ€™s like to go head to head with the Popeโ€™s biographer in a debate over whether itโ€™s selfish to have dogs and not children.

You can listen in on the player link below or read the key points covered as a blog.

HI Anna, can you start by telling us about you and your background?

โ€œI wear a few hats. I train dogs and offer nutrition advice. I also write lots of content and articles for people.ย 

“I have my own podcast, A Dogโ€™s Life. And I have Barking At The Moon and I do radio interviews.

โ€œOn the podcast, I cover natural health issues, nutrition, training and the aim is to help people navigate the world with dogs in a modern world.ย 

โ€œI speak to people who have taught me or impacted on me through over 50 years of being absolutely mad and passionate about dogs.

โ€œGuests include Dr Rupert Sheldrake and Victoria Stillwell, plus people making a difference for dogs and their humans.โ€

How should small business owners go about approaching radio shows?

โ€œLocal radio is about community, they like to hear about local businesses and people in the area.

โ€œIt could be a story about a groomer having groomed a record number of dogs, or if you had a product you could perhaps pick up on a story thatโ€™s in the news and offer your insights on that.

โ€œDogs are on everyone’s radar at the moment. So I would do a two pronged attack, I would actually email the presenter, and do research on the presenter, ideally theyโ€™re a dog lover.

โ€œAnd then find the producerโ€™s details and contact them too, and the address of the station, if you’ve got physical products that you’d like to gift, send in some gifts.โ€

If you get a yes, what can you do to make sure the interview goes well?

โ€œPrepare, prepare, prepare. They say for every five minutes of radio you should do at least 20 minutes research.

โ€œIf itโ€™s you and the host itโ€™s pretty straightforward, you might be talking about a campaign or something around your business or something in the news.

โ€œOr you might be on with another guest, where youโ€™re going head to head and debating an issue.

โ€œThis is where itโ€™s really important to prepare your message and have the key points you want to get across ready.

โ€œLast week I went on the Jeremy Vine show with talking about the Pope’s quite radical comments about people being desperately selfish if they don’t have children, and they actually opt to have a pet instead of a child.

โ€œIt was a difficult subject to do, I was doing my best to defend dogs and women who decide they may not want to have children or who are unable to, so it was essential to be prepared.โ€

How do you get all the information thatโ€™s going round in your head to actually sound good?

โ€œYouโ€™ve got to steel yourself and not show nerves, and not think about how many people are listening.

โ€œBecause weโ€™re on Zoom or on phones rather than in the studio where you can read peopleโ€™s expressions, you donโ€™t have that interaction.

โ€œSo have some stock phrases in your head of what you want to get across and present them.

โ€œPut emotion into it and remember the โ€˜fourth wallโ€™ which is your audience. You canโ€™t see them but they are there.

โ€œSometimes, less can be more. The audience can make up their own view.โ€

What is your advice if the conversation goes in a direction youโ€™re not keen on?

โ€œThink of it as being like a game of โ€˜ping pongโ€™ where you are putting across your stance and create a bit of a dynamic.

โ€œItโ€™s like a game of bat and ball. You can either keep going or say, โ€˜Oh, ok, youโ€™re right then.โ€™ This is why being prepared is vital.

โ€œDonโ€™t be defensive and be polite. Try to think ahead of the other person.โ€

Do you have any guidance on how long and answer should be?

โ€œYes, keep it on the short side because what you want is for people to ask you another question.

โ€œAn average radio interview isnโ€™t very long, itโ€™s usually about ten minutes. It goes very quickly and really, thatโ€™s about three questions.ย 

โ€œBe ready, imagine youโ€™re having a conversation, and have your three main things to put forward. The presenter will come back on one of the three points.

โ€œYou can talk about that, then you might go to one of the other points, and the conversation goes back and forth in a natural way.โ€

Rapport is important isnโ€™t it? How would you suggest people go about building this?

โ€œPut a pitch together thatโ€™s simple and clear, and be affable and friendly.ย 

โ€œPeople are listening, you have their attention, and they want to hear your thoughts. Try not to be shy, youโ€™re just having a chat.

โ€œAlso, try not to mull it over too much afterwards and obsess about what you wish youโ€™d said!

โ€œOr how you sound. I heard even Jonathan Ross canโ€™t bear listening back to himself, I think everyone has that.โ€

Another thing I learned when I started with the podcast and I had some coaching, was about how important it is to be enthusiastic.

โ€œYes, definitely, you canโ€™t sound dreary or monotone or youโ€™ll get cut off. You have to be affable, start positive, be friendly, and that sets the tone.โ€

If pet businesses want to focus on radio, is there any kit youโ€™d recommend?

โ€œSometimes you can do an interview just on your iPhone, and I was holding it just with one hand so I was talking above the iPhone as thatโ€™s the best way to convey your voice.

โ€œIf youโ€™re on for a longer time, use a microphone which plugs into your phone or computer, and ideally it will be quite sensitive.

โ€œIt picks up the nuances and depth of your voice.

โ€œYou can experience echo so sound cancelling headphones are helpful too.โ€

More information and links to kit can be found in this episode:

How to start a podcast for your pet business with Ant McGinley.

Finally, any dos and donโ€™ts on the radio?

โ€œDonโ€™t swear! Donโ€™t mention any brands as it can be annoying if youโ€™re on the BBC.ย 

โ€œHave energy and passion about what you want to talk about.โ€

Want to find out more about Anna?

Listen to her podcast on her website: www.annawebb.co.uk

Tune in to Barking At The Moon at 11pm on BBC Radio London every Thursday.

Follow her on social media @annawebbdogs on all platforms.


If you found this post helpful, you might enjoy How to prepare for an interview in ten simple steps or How to be the perfect podcast guest.

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