What Is a Claims Sheet?
A claims sheet is a one-page list of every number, name, date and claim an executive may state in an interview, each paired with its source, so nothing is said that the company cannot back up.
The term is ours rather than an industry standard. It is the core document in this guide: the executive rehearses from it, the compliance reviewer approves it, and it is the reference when a host or listener questions something afterwards.
How to Prepare an Executive for a Podcast Interview at a Glance
| Step | Action | Expected result |
|---|---|---|
| 1 | Research the show, host, format and audience | A one-page show brief |
| 2 | Set the goal and two or three messages with proof | A claims sheet |
| 3 | Clear what the executive may and may not say | Written approval and a do-not-discuss list |
| 4 | Brief the executive and run a mock interview | Rehearsed answers to likely and hard questions |
| 5 | Send the host a prep pack | Host has name spelling, photo, bio and links |
| 6 | Prepare the recording setup | A tested microphone, room and connection |
| 7 | Run the day of the interview | A recorded conversation that stays on message |
| 8 | Check the published episode and follow up | Correct transcript and show notes, logged results |
What You Need Before Starting
- A confirmed booking with date, recording platform, length, whether video is recorded and the planned publication window.
- The name and contact for the host or producer, and whether questions are shared in advance.
- A named internal owner for the prep, a legal or compliance contact if the company is listed or the topic is regulated, and the executive's calendar slot for the mock interview.
- The executive's current bio, headshot and canonical profile page; see how to write an executive bio for media.
- Whether anything of value is changing hands, such as a fee, a sponsorship or free product. If it is, treat the appearance as paid and see what the FTC requires for paid placement.
Step 1: Research the Show, the Host and the Audience
Listen to three recent episodes with guests like your executive, and write down the format, typical length, the host's question style and the audience's level of knowledge. This tells you how technical the answers can be and whether the host interrupts, goes deep or keeps things light. If you pitched the show yourself, the same research appears in our guest pitching guide.
Expected result: a one-page brief with host name, format, audience, three past guest topics and five questions the host is likely to ask. How to verify: a colleague who has not heard the show can read it and predict the first question. Common mistake: briefing from the show's description alone, which misses tone and format.
Step 2: Set One Goal and Two or Three Messages, Each With Proof
Decide what the appearance is for, then write two or three messages an interested listener should remember. Each message needs one provable fact: a figure with its source and date, a customer outcome you may name, or a published result. Put them in the claims sheet.
A single goal keeps the executive from trying to cover everything. Examples of goals are explaining a product category, showing expertise on one topic, or being found by people searching the executive's name. This guide makes no promise that an appearance produces search visibility; our evidence summary is in does being a podcast guest do anything for search visibility?
Expected result: a claims sheet with each claim tied to a source and an approval status. How to verify: every number on it can be traced in under a minute. Common mistake: including stats that cannot be traced, which then get repeated and challenged.
Step 3: Clear What the Executive May Say
Send the claims sheet to legal or compliance and agree a do-not-discuss list before the executive speaks to anyone outside the company. Rules differ by company and topic, and the two below are examples with official text. Neither is legal advice, and neither covers every case.
- Listed companies: Regulation FD. Section 243.100(a) says that whenever an issuer, “or any person acting on its behalf, discloses any material nonpublic information” to certain recipients, the issuer must make public disclosure simultaneously (if intentional) or promptly (if not). Those recipients include broker-dealers, investment advisers and holders of the issuer's securities in circumstances where it is reasonably foreseeable they will trade on the information (17 CFR 243.100). A “person acting on behalf of an issuer” includes a senior official, and “senior official” includes executive officers and public relations officers (17 CFR 243.101). Public disclosure is normally a Form 8-K, or another method “reasonably designed to provide broad, non-exclusionary distribution.” Whether a podcast interview raises an issue is a question for counsel. Ask before, not after.
- Promotion and paid relationships: FTC. The FTC's endorsement guidance says a connection between an endorser and a marketer that a significant minority of consumers wouldn't expect, and that would affect how they evaluate the endorsement, “should be disclosed clearly and conspicuously.” It adds that the same is usually true if the endorser “has been paid or given something of value to tout the product” (FTC).
Add your own limits: unannounced products, customer names without permission, personnel matters, litigation, pricing, and anything under confidentiality. Expected result: a signed-off claims sheet and a short do-not-discuss list. How to verify: you hold a written reply from the reviewer. Common mistake: sending the sheet the day before, leaving no time for changes.
Step 4: Brief the Executive and Run a Mock Interview
Walk the executive through the show brief and the claims sheet, then run one recorded mock interview of 20 to 30 minutes with someone playing the host. Use the five likely questions, plus three hard ones: a criticism of the company, a question about a competitor and a question the executive cannot answer.
For each hard question, agree a short honest answer and a way back to a core message. Rehearse saying “I don't know, and I'd rather not guess” for the one they cannot answer; it costs less than a wrong statement. Play the recording back so the executive hears their pace, filler words and long answers. Podcasts reward conversational answers of roughly 30 to 90 seconds (our rule of thumb, not a measured figure).
Expected result: an executive who can state each message in two sentences and handle the hard questions calmly. How to verify: the recording shows each message delivered once, with its proof. Common mistake: memorising scripts, which sound stiff and fail when the host changes direction.
Step 5: Send the Host a Prep Pack
Email the host or producer the details they need to credit the executive correctly, at least a few days before recording. A prep pack contains:
- Name and pronunciation, and how the name should appear in the title and notes. Apple says hosts should “include host and guest names in the show and episode descriptions to ensure accurate spelling of these names in the transcript” (Apple).
- A short bio and the canonical profile page URL.
- A headshot. For guest photos on Apple Podcasts, Apple specifies a 3:4 aspect ratio, 1080 x 1440 pixels, JPG or PNG, and says “Photo submissions for podcast guests must also include a signed photo release” (Apple).
- Links to mention, and the topics the executive can cover. If the executive will discuss a book, film, song or show on Apple services, Apple says links added to the episode description with a timestamp appear at that moment in the transcript and player (Apple).
Expected result: the host has everything in writing. How to verify: the host acknowledges receipt. Common mistake: sending a logo or a product link in place of a bio, which hosts rarely use.
Step 6: Prepare the Recording Setup
Test the equipment 24 hours before and again 15 minutes before recording. Follow the host's instructions first, since each show has its own platform and requirements. As general practice, use a wired headset or a USB or XLR microphone placed close to the mouth, a quiet room with soft furnishings, a wired internet connection if possible, and notifications turned off. If the show records video, check lighting and the background; in Edison Research's Infinite Dial 2026 survey, 57% of Americans aged 12 and over have both listened to and watched a podcast (Infinite Dial 2026). These equipment recommendations are common practice and our own; no standard source supports a specific model or setting.
Share of Americans aged 12+ (%), national survey fielded January 2026
Source: Edison Research at SSRS, The Infinite Dial 2026, national survey of 2,050 people aged 12+.
All three figures share the same base, Americans aged 12+. The survey release does not say how many of the 57% watched in the last month, so treat it as lifetime experience of video podcasts.
Expected result: clean audio and no technical delays. How to verify: record a one-minute test and listen to it with headphones. Common mistake: using a laptop microphone in a hard-walled room, where echo cannot be repaired afterwards.
Step 7: Run the Day of the Interview
Join the call early, confirm with the host how long the recording runs and whether it will be edited, and keep the claims sheet in view. During the interview the executive should answer the question asked, give the proof for each message, and say their name and company clearly once. Spoken words reach machines only through transcripts or captions (our protocol report), so the name needs to be audible and spelled correctly in the show notes.
The executive should not read out sales copy or push a discount code unless the show has agreed it as a sponsored segment; see podcast guesting vs podcast advertising. If the executive misstates a fact, they can correct it in the moment (“let me restate that”) and tell the producer afterwards.
Expected result: a recording that delivers the messages with correct facts. How to verify: note the timestamps where each message landed. Common mistake: answering at length because the conversation feels friendly.
Step 8: Check the Published Episode and Follow Up
When the episode goes live, check the transcript, the show notes, the credit and the links. Apple says it “automatically generates transcripts after a new episode is published,” and that if you notice spelling, punctuation or audio mismatches, you can report them to Apple (Apple). Hosts control their own feeds and show notes, so send corrections to the host first. Where a feed uses the <podcast:person> tag, which identifies “hosts, co-hosts and guests,” ask whether the executive's entry can point to the canonical profile (Podcast Namespace).
Then add the episode to the executive's appearances page, tag any shared links (see how to track press and podcast links with UTM), and record what happened. For the longer view, see what happens to a podcast interview after 12 months and how to add transcripts to your podcast.
Expected result: a correct transcript and credits, and a logged appearance. How to verify: search the transcript for the executive's and company's names. Common mistake: never checking, and leaving a misspelled name in a transcript for years.
How to Verify It Worked
- Before recording: a signed-off claims sheet exists, the host acknowledged the prep pack, and the mock interview recording shows each message delivered.
- After publication: the executive's name, title and company are spelled correctly in the title, show notes and transcript; the link in the show notes resolves to the canonical page.
- Measurement: tagged links show referral visits in your analytics, and Search Console shows any new links; see how to measure whether a placement worked. Treat any change in branded search or AI answers as unproven unless you can isolate the cause.
Common Problems and Fixes
| Problem | Likely cause | Fix |
|---|---|---|
| Executive rambles or goes off message | No rehearsal, no short-answer practice | Repeat the mock interview; agree a 30 to 90 second target and a bridge phrase |
| Executive states an unverified number | Claims sheet not used or incomplete | Add every figure with a source; correct publicly if already published |
| Name misspelled in the transcript | No spelling sent; Apple generates transcripts automatically | Send exact spelling in the prep pack; report errors after publication |
| Host wants a sponsored mention | Show runs a mix of editorial and paid segments | Treat as paid; agree disclosure; see the FTC guidance |
| Compliance concern raised on the day | Review done late or skipped | Pause or reschedule; do not improvise on disclosure topics |
| Host cancels or delays | Show schedule changes | Keep the claims sheet current; re-check facts before the new date |
How to Choose the Right Level of Preparation
| Situation | Recommended prep | Why |
|---|---|---|
| Executive of a listed company | Full steps plus compliance review before any outside discussion | Regulation FD covers disclosures by senior officials acting for the issuer |
| First podcast appearance for the executive | Add a second mock interview and a short video-call practice | Comfort with the format reduces rambling |
| Show shares questions in advance | Prepare written answers, then practice speaking them naturally | Written and spoken answers differ |
| Live or unedited show | Add a stricter do-not-discuss list and a pre-agreed correction method | Mistakes cannot be edited out |
| Panel or multi-guest episode | Shorter messages and a plan for being interrupted | Speaking time is limited |
| Paid or sponsored appearance | Add disclosure wording and agree labels with the host | The FTC expects clear disclosure of connections |
What Not to Do
- Do not skip the legal check. Consequence: a statement that cannot be taken back. Correction: send the claims sheet early and keep the written reply.
- Do not script answers word for word. Consequence: stiff delivery and no recovery when the host changes direction. Correction: rehearse messages and proof, not sentences.
- Do not read sales copy or push offers. Consequence: it sounds like advertising, and if value changed hands it needs disclosure. Correction: give useful information; see guesting vs advertising.
- Do not send the prep pack late. Consequence: wrong spelling, no photo, no links. Correction: send it a few days ahead.
- Do not promise listeners an outcome. Consequence: claims you cannot back up. Correction: stick to documented facts.
- Do not assume the episode is correct once published. Consequence: errors stay in transcripts and show notes. Correction: check within a week and send corrections.
Frequently Asked Questions
How long does it take to prepare an executive for a podcast interview?
Our estimate is four to six hours of team and executive time, including the claims sheet, compliance review, one mock interview and the prep pack. Live shows or first appearances may need more.
Should an executive see the questions in advance?
If the host shares them, use them to prepare written points, then practise speaking the answers. Many hosts do not share questions, so prepare for the likely ones from the show brief.
Does Regulation FD apply to podcast interviews?
Regulation FD applies to disclosures of material nonpublic information by an issuer or a person acting on its behalf to specified recipients. Whether a particular interview raises an issue is a question for counsel, so ask before the interview.
What should an executive wear or show on a video podcast?
Follow the host's instructions. As general practice, use plain clothing, a tidy background and steady lighting. We cite no standard for this.
What do I send the podcast host before the interview?
Send the exact name spelling and pronunciation, a short bio, the canonical profile URL, a headshot (Apple requires a signed photo release when a show submits guest photos to Apple Podcasts), and links to mention.
Can the executive promote a product on the show?
Mentioning a product in conversation is common. If a fee, sponsorship or free product is involved, the FTC says the connection should be disclosed clearly and conspicuously.
Sources and Methodology
This guide is built from the text of 17 CFR 243.100 and 243.101 as published by Cornell's Legal Information Institute, the FTC's endorsement FAQ, and Apple Podcasts for Creators and Podcast Namespace documentation, read on October 9, 2026. Quotes are verbatim. The preparation steps, time estimates, the claims sheet and the answer-length rule of thumb are our own practice and are not sourced standards; the equipment advice is general practice. We did not test this process with executives. Nothing here is legal advice, and Regulation FD and FTC rules need review by counsel for each case.
- official 17 CFR 243.100 – General rule regarding selective disclosure, Cornell Legal Information Institute (Regulation FD).
- official 17 CFR 243.101 – Definitions, Cornell Legal Information Institute.
- official FTC's Endorsement Guides: What People Are Asking, Federal Trade Commission.
- official Host and guest photo policies, Apple Podcasts for Creators.
- official Transcripts on Apple Podcasts, Apple Podcasts for Creators.
- official Links on Apple Podcasts, Apple Podcasts for Creators.
- official podcast:person, Podcast Namespace (Podcastindex.org).
- own data Media Morpheus Research, How to Pitch Yourself as a Podcast Guest.
- vendor research Edison Research at SSRS, with support from SiriusXM Media, The Infinite Dial 2026, fielded January 2026 among 2,050 Americans aged 12+. Read October 10, 2026.