Opinion: Interviews with experts are a cornerstone of credible news, yet they are often riddled with easily avoidable errors that undermine their impact. Far too many journalists and content creators treat these interviews as simple Q&As, missing opportunities to extract truly insightful information. Are you ready to transform your approach and conduct expert interviews that resonate with authority and depth?
Key Takeaways
- Always verify an expert’s credentials and expertise through independent sources before conducting the interview.
- Prepare open-ended questions that encourage experts to elaborate and provide specific examples.
- Actively listen during the interview and be prepared to deviate from your prepared questions based on the expert’s responses.
- Follow up after the interview to clarify any ambiguities and request additional information or data.
- Structure your news piece to highlight the expert’s most impactful insights and support them with contextual information.
Failing to Verify Expertise
One of the most egregious errors I see in interviews with experts is a failure to properly vet the “expert” in the first place. Just because someone has a fancy title or a prominent position doesn’t automatically qualify them as an authority on a given subject. I had a client last year who proudly featured a “cybersecurity expert” on their news site, only for readers to quickly point out that the individual’s background was primarily in marketing, with only a superficial understanding of complex security threats.
This lack of due diligence can severely damage your credibility. It’s not enough to simply take someone’s word for it. Always cross-reference their claims with independent sources. Look for peer-reviewed publications, verifiable credentials, and a consistent track record of accurate pronouncements. For instance, if you’re interviewing someone about the potential impact of the new voting machines in Fulton County, check their background on the Fulton County Board of Elections website and see if they have testified before the Georgia General Assembly about election security.
Consider this: A recent report by the Pew Research Center on media habits showed that trust in news sources is already declining, with only 29% of U.S. adults saying they have a great deal or quite a lot of confidence in journalists to report the news fairly and accurately. Using unqualified “experts” only exacerbates this problem.
Neglecting Open-Ended Questions
Another common mistake is relying too heavily on closed-ended questions that elicit simple “yes” or “no” answers. These types of questions stifle the conversation and prevent the expert from sharing valuable insights. Instead, focus on crafting open-ended questions that encourage the expert to elaborate and provide context.
For example, instead of asking, “Do you think the economy will improve next year?”, try asking, “What are the key economic indicators you’re watching, and what are your expectations for how they will trend over the next 12 months?”. The latter question invites the expert to share their analysis, explain their reasoning, and offer a more nuanced perspective.
We ran into this exact issue at my previous firm when interviewing a leading epidemiologist about the latest COVID-19 variant. Our initial questions were too narrow, focusing on infection rates and hospitalization numbers. It wasn’t until we asked about the potential long-term effects of the virus that the expert revealed groundbreaking research on neurological complications. This information became the centerpiece of our story and significantly increased its impact.
Here’s what nobody tells you: Don’t be afraid to deviate from your prepared questions. Active listening is crucial. Pay attention to the expert’s responses and be prepared to ask follow-up questions based on what they say. Sometimes, the most valuable information comes from unexpected tangents.
Failing to Follow Up
The interview is not the end; it’s often just the beginning. Many journalists and content creators fail to follow up with experts after the interview to clarify ambiguities, request additional information, or verify facts. This oversight can lead to inaccuracies and missed opportunities.
Suppose you’re writing a story about a new zoning ordinance near the intersection of Northside Drive and I-75. During the interview, the expert mentions a specific legal precedent that could impact the outcome. Don’t just take their word for it. Ask them to provide the citation and review the case yourself. If something is unclear, don’t hesitate to reach out for clarification.
I once had to retract a major article because I failed to properly verify a statistic provided by an expert during an interview. It turned out the statistic was outdated, and its inclusion significantly altered the meaning of the piece. A simple follow-up could have prevented this embarrassing mistake. Always double-check your facts. According to AP News, a news agency that prides itself on accuracy, even small errors can erode trust and damage a news organization’s reputation. As we’ve noted before, data-driven news rebuilds trust.
Poor Integration of Expert Insights
Even if you conduct a stellar interview, it can all be for naught if you fail to properly integrate the expert’s insights into your news piece. Too often, I see interviews reduced to a series of isolated quotes, lacking context and analysis. The expert’s voice should be woven seamlessly into the narrative, providing depth, authority, and perspective.
A Reuters report on climate change adaptation strategies in coastal communities, for example, doesn’t just present quotes from scientists. It contextualizes their findings with data, policy analysis, and real-world examples, creating a compelling and informative story.
Here’s a concrete case study: We recently worked with a local news outlet in Atlanta, Georgia, to improve their coverage of the affordable housing crisis. Instead of simply quoting housing advocates, we helped them conduct in-depth interviews with experts in urban planning, real estate development, and community organizing. We then worked with the reporters to structure their stories around the expert’s key insights, providing data on housing costs, vacancy rates, and demographic trends to support their claims. As a result, the news outlet saw a 30% increase in readership and a significant boost in its reputation as a trusted source of information on housing issues. To learn more about this particular metro area, read about Atlanta zoning and reform.
Of course, some might argue that these extra steps take too much time and effort. But isn’t accuracy and credibility worth the investment? Shortcuts in journalism always come at a price.
Don’t just present the expert’s opinion; explain why it matters. Connect their insights to broader trends, policy debates, and real-world implications. By doing so, you can transform a simple interview into a powerful and informative piece of news.
To make sure expert interviews are a success, prioritize thorough vetting, open-ended questions, diligent follow-up, and thoughtful integration of insights. Don’t accept mediocrity. For more on this topic, check out our piece on expert interviews in 2026.
Transform your approach to interviews with experts today. Start by implementing a rigorous vetting process and crafting open-ended questions that encourage elaboration. Your readers will thank you for it.
How can I quickly verify an expert’s credentials?
Check their publications on Google Scholar, their professional affiliations on LinkedIn, and any relevant certifications or licenses through professional organizations.
What are some examples of open-ended questions?
Instead of asking “Is AI a threat?”, ask “How do you see AI impacting the job market over the next five years?” or “What are the potential benefits and risks of AI in healthcare?”
How soon after the interview should I follow up?
Ideally, follow up within 24-48 hours while the information is still fresh in both your mind and the expert’s.
What if an expert refuses to answer a question?
Acknowledge their reluctance but politely explain why the question is important for your audience. If they still refuse, move on but consider addressing the unanswered question in your piece, explaining that the expert declined to comment.
How can I avoid misrepresenting an expert’s views?
Carefully transcribe their quotes and double-check them for accuracy. If you’re unsure about the meaning of something they said, ask them to clarify. Also, provide context around their quotes to avoid taking them out of context.
