Celebrating 50 Episodes of Press Profiles: Checking In with Host, Russell Sherman

When Partner Russell Sherman started recording his podcast, “Press Profiles,” in 2021, he set out to “turn the tables” on the most influential journalists in business news. Journalists are used to asking the questions; Russell wanted to turn the spotlight on them and give listeners a behind-the-scenes look at how the news gets made.

Since the launch of the first episode in December 2021, Russell has spoken with the top reporters, producers, editors and news creators from the most well-known outlets around the world (The New York Times, ABC News, CNBC, The Wall Street Journal, and Bloomberg, just to name a few). He has recorded live from Abu Dhabi, London, The Milken Conference in Los Angeles, Bloomberg studios and the New York Stock Exchange. Last year, Russell was named “Podcast Host of the Year” by Ragan & PR Daily. Now, with three seasons under his belt and a fourth in the works, Russell is excited to continue learning more about the best of the best in news.

In honor of Press Profiles’ recent milestone – episode 50 – we spoke with Russell to reflect on the past 50 episodes and see what he has in store for the next 50+.

Here’s what he had to say…

You’ve now passed the 50-episode mark of “Press Profiles.” Tell us about your process. What goes into your prep for each episode?

I’d like to think that each episode builds on the last one. As you record more episodes, you start to learn how to dig and find the interesting tidbits about people. You also figure out what types of questions elicit emotion and excitement from the guests. That’s always the key; the most interesting nuggets then follow.

What type of research do you do to uncover those “nuggets?”

I do at least a couple of hours of research on each guest. My job is to find the interesting threads on which to pull.

When it comes to doing research, some guests are easier than others. Some have a great deal of public information, and if you do some digging and you’re fairly resourceful, you can find the interesting tidbits that have influenced their careers.

I find it helpful to review other interviews they have done and their social media feeds. If I can track down a school publication or alumni newsletter profile from where they went to college those can also be very helpful; they’re full of great background information.

During interviews, I love asking about their process in developing stories and conducting interviews. Those answers can yield some of the best conversations. Bloomberg anchor David Westin told a great story about Barbara Walters going to interview Fidel Castro and her process of developing dozens and dozens of questions, stress testing each of them and slowing whittling them down to the select few she would ask.

Any other research tips?

Some of the best nuggets I’ve uncovered about guests come from their current and former colleagues.

Ahead of my interview with Andrew Edgecliffe-Johnson at the Financial Times, I called his colleague Gary Silverman, who happened to be on the first ever episode of Press Profiles. Gary told me that Andrew has a party trick where he opens a bottle of champagne with a sword. That became a fun fact that I was able to weave into the conversation.

The more personal I can make it, the more I can take people on a journey with the guests— from how they got interested in journalism, to what they learned along the way and where they want to take their careers.

Tell us more about your audience. Who’s tuning into the podcast?

It has been fun to see how the show has evolved and gained traction with different audiences.

Our primary audience has been PR and marketing professionals. They are the ones interacting with these reporters on a regular basis, and they love hearing their stories and learning more about them, including their likes and dislikes, preferences and what makes them tick.

Senior executives also enjoy the podcast, especially those that are going to be interviewed by these reporters. For executives, it’s like great test prep. They can better prepare for the interview when they understand the background of the journalist and their approach.

Another core audience is aspiring  and current reporters. The stories behind the careers of the journalists provide a bit of a road map for journalism students and other future reporters. Hearing how these guests broke into the field can be inspiring for those that want to follow in their footsteps.

Finally, we have many current reporters who love hearing about their fellow journalists. One reporter told me that she is obsessed with the podcast because it’s so fun – and helpful – to hear the stories of others in the profession.

What are some of your favorite memories/moments from the show so far?

I’ve really enjoyed just getting to know the journalists and having them share great stories about their careers.

Julie Segal from Institutional Investor jokingly asked me after her terrific episode, “How did you get me to say all of those things?!” Journalists are not used to talking about themselves, but if you give them the right prompts, they end up telling you great stories.

I’ve also really enjoyed seeing the evolution of the podcast from always virtual in the COVID era to a show we have taken on the road several times and recorded in front of audiences. We did an episode in Abu Dhabi, a couple at our London off-sites, the Milken global conference in LA and most recently we recorded the 50^th episode with CNBC’s Sara Eisen at the New York Stock Exchange.

What are some of the best pieces of pitching advice that guests have given on “Press Profiles”?

Reporters are always looking for interesting and creative story ideas from PR professionals. They don’t need all the components of a story, but if you can give them a compelling guest or a topical trend or differentiated research, they are likely to engage.

One word of warning that nearly every guest has mentioned, PR professionals need to know a reporter’s area of coverage and past work. Nothing frustrates them more than a news pitch for a story on a beat they don’t cover, or a pitch on a story they just wrote about. Read up on the reporter before you pitch.

How has speaking with these top reporters, editors and hosts changed the way you think about journalism—especially as a former journalist yourself? 

Early in my career I spent time as a reporter, but the profession is constantly changing. While many things are the same, many things have changed. Hosting the podcast keeps my knowledge current—taking me behind the scenes to better understand each reporter’s approach and helping me interact with them more effectively. That increased understanding is so helpful in our profession. My hope is that everyone listening will enjoy going on that journey getting to know each guest and find it just as valuable.

What’s in store for the next 50 episodes? Any sneak peeks or exclusive info you can share?

We want to keep doing what we’re doing and spend time with even more key financial publications, including some of the new media outlets that are doing great work. We want to give listeners helpful insights into the people behind those publications. We also want to take the show on the road more. The energy from a live audience during a recording really adds to the conversation. Hopefully we can do that at more conferences and other locations in the future.