Mark Twain quipped, "Whenever you give an interviewer a fact give him another fact that will contradict it. Then he'll go away with a jumble he can't use at all."
Twain's humorous take on interview skills leaves freelancers wondering about the craft of conferencing. Do unwritten rules exist about securing an expert interview prior to sending a query? What if an interviewee demands to read - and edit - your piece prior to publication?
Check out these interview scenarios and learn how to avoid interview pitfalls.
The scenario: You devise a brilliant idea for an article and now, you're stuck. Is it best to find an expert first or submit the query and then look for a source?
The advice: In my experience, it depends on the story and the publication I'm pitching. But, I have found that if I approach an expert source and explain that the article is in the query stage, they're more than willing to give me enough information so the pitch stands out. Then, if I need additional information once the query gets the green light, I conduct an in depth interview.
The scenario: What's the best way to conduct the interview? Take notes? Type on my mini laptop? Audio record? Videotape?
The advice: It depends. If I'm on a phone interview and at my desk, I'll transcribe throughout the interview. A digital audio recorder works great, but double check battery levels before beginning. I'll never forget the one time I started an interview and the batteries died within 15 minutes. No backups. A three hour interview. With the increase in multimedia in journalism, a video of the interview can be useful, too. Find what works best for you in each situation, and always get permission to audio or video record.
The scenario: You're on a deadline and want to conduct a phone or live interview. Your source wants you to send an email list of questions and will respond "at her earliest convenience."
The advice: This is a tough one because it depends on the window before the clock strikes deadline and you turn in a late assignment. (Remember what happened in school when you handed in late homework?) If I have most of the legwork completed and just need to plug in quotes, I would go ahead and send the email. Try to accommodate your source. But, if I know time is of the essence, I'll explain my position to the interviewee and try to reach a compromise. If the source wants her name included in the article, she usually finds a way to make the process work in her best interest.
The scenario: You locate a wonderful source and she offers a wealth of insight and fantastic quotes. But, she has a new book/magazine article/TV appearance/radio interview coming out that's not on topic and she's hinting at a free publicity plug in your article.
The advice: Tricky situation. What if I need to contact the source again and I haven't mentioned her work? Or, should I risk my professional integrity by promoting a piece of work or appearance unrelated to the topic? Again, the variables dictate the choice, but I focus on work that relates to my subject. (And I haven't lost a source yet!)
A funny thing happened today during an interview.
I'm working on a piece for the local newspaper about an anniversary celebration for an establishment. After getting "yes" and "no" answers to my thought-provoking, open-ended questions, I asked if I could speak with a media liaison. I believe I was introduced to the secretary, but I'm not sure. Our conversation went something like this:
Question #1 - How many participants for "x" event?
Answer #1 - 52.
Question #2 - Any former CEO's attending?
Answer #2 - I can't say.
Question #3 - How many guests are you anticipating?
Answer #3 - I don't know. Maybe 200.
Reply #3 - Aren't reservations required? Is a count available from that list?
Answer #3 - I can't say. Maybe. I guess I don't know.
Question #4 - What will be the highlight?
Reply#4 - Gee, I don't know. You pick or make one up.
Make one up? As a journalist, I cringed at the last reply.
Interviews are tough enough. But what's a reporter/journalist/writer to do when you aren't getting the responses you need?
Rephrase your questions.
Find another angle.
Dig deeper.
Search for another source.
But never give up.
LuAnn met her deadline and didn't let an unfortunate interview stand in the way. Read more of her work at http://luannschindler.com
The interview ranks as one of the top responsibilities of freelance writers. Whether you interview a local athlete who set a new record or a best-selling author, preparing for the interview and asking the right questions will lead to a successful story.
I seldom cold call and conduct the interview. I learned early in my writing career that interview subjects seldom like to be blindsided. Set up a time for an in-person, telephone or e-mail interview and make sure you're on time. Just before I get to the heart of the interview, I like to double check that it's a good time to talk. As writers, we realize that interruptions can derail plans. Showing courtesy to your interview subject not only exhibits professionalism, but it lets the interviewee know you have their schedule in mind, too.
Now, let's jump into the interview. If you've done your research, you've hopefully come up with a list of questions. But don't overlook the obvious. Often, these q-and-a's will provide a candid view into the subject.
- Spell It Correctly. Even the simplest names can have spelling variations. Accuracy counts, so ask for a correct spelling of the person's name.
- Why Did You . . . ? Why questions require synthesis - seeing relationships and drawing conclusions from an experience. Some of the best responses come from this type of question.
- How Did You . . . ? The "how" question helps define a process and allows for clarification.
- Did You Experience Conflict? Some interview subjects shy away from conflict, but a good interviewer will bring it up and ask for a reaction. This question helps balance the final product.
- Are There Benefits? Look for the silver lining. How did the subject grow from the experience? How can this person's story help others?
- Would You Change Anything? This question lets the subject reflect on her story or experience. From my experience, even if they say "no," I keep digging. Nothing is ever perfect. :)
- What's the Secret To Your Success? It's proven: people like hearing their name and they like talking about their experiences. Many times, this question leads new information about the subject and puts a new perspective on the story.
Once I've gone through my list, I like to ask if the interviewee can think of additional information I may need for the piece. Sometimes they'll direct me to other sources, which may mean a new story idea.
When I'm interviewing, I like to take notes about the subject's demeanor: the look in her eye, tone of voice, fidgety behavior. Those personal details add a personable touch to a story.
Finally, I ask if it will be OK to call again or send an e-mail if I have follow-up questions. Occasionally, an interviewee has scheduled a time with me for the day following the interview. Again, writers need to remember that this person has a schedule too, and it's courteous and professional to ask.
Once the interview has concluded, I like to send a thank you note or postcard to the interviewee. I usually receive a thank-you-for-the-handwritten-note note in return. It's a networking bonus!
Perfecting your interview style will enhance your writing and set your apart from others. It should be the sharpest tool in a freelancer's toolbox.
by LuAnn Schindler. Learn more about LuAnn and her writing endeavors at http://luannschindler.com or follow her on Facebook or Twitter - @luannschindler.
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Super tips, as usual. Thanks LuAnn!
Great tips, especially for those of us who do interviews for newspapers, etc.
Thanks!
ML
Thanks!
I use those questions for every interview when I write for the newspaper. I'm always amazed at how much extra info I get that works into a sidebar or even another story.
Great advice! Thanks for sharing it.