When the Atlanta Journal-Constitution needed a quote about the proposed expansion of MARTA into Cobb County, they reached out to Dr. Emily Carter, a transportation planning expert at Georgia Tech. Unfortunately, the resulting article barely used her insights. Why? Because Dr. Carter, like many experts, made several critical mistakes during the interview process. Are you making the same mistakes in your own interviews with experts for your news outlet?
Key Takeaways
- Always ask the reporter about their deadline and the specific angle of the story to tailor your responses.
- Provide concrete examples and data points to back up your statements, increasing the likelihood of getting quoted.
- Offer to provide visual aids, like charts or maps, to make your contribution more compelling for publication.
Dr. Carter’s experience isn’t unique. I’ve seen it happen countless times. As a former news editor myself, I can tell you that even the most brilliant expert can be rendered useless if they don’t understand how the news cycle works. It’s not about the expert’s knowledge, but how effectively that knowledge is communicated and packaged for a news audience.
The Setup: A Missed Opportunity for MARTA Coverage
The AJC reporter, Sarah Miller, was working on a piece about the potential economic impact of extending MARTA rail lines into Cobb County. This was a hot topic; traffic is a constant source of frustration for commuters on I-75 and I-285. The proposed expansion promised relief, but also raised concerns about costs and property values. Sarah needed an expert to provide informed commentary and lend credibility to her reporting. So, she reached out to Dr. Carter, a well-respected voice in the field.
Here’s where the first mistake occurred. Dr. Carter, flattered by the request, immediately agreed to an interview without asking key questions. She didn’t inquire about Sarah’s deadline, the specific focus of the article, or the intended audience. This lack of preparation put her at a disadvantage from the start. I always advise experts to treat media requests like any professional consulting engagement: understand the client’s needs before offering solutions.
Mistake #1: Failing to Understand the Reporter’s Needs
Instead of proactively gathering information, Dr. Carter assumed she knew what the reporter wanted. She prepared a general overview of transportation economics, complete with jargon-heavy explanations and abstract theories. While academically sound, this approach was ill-suited for a general-interest news article. According to a study by the Pew Research Center, most news consumers have limited knowledge of complex policy issues. Experts need to bridge that gap with clear, concise language.
“The biggest problem I see is experts not tailoring their message,” says communications consultant, Mark Johnson. “They often default to academic language, which is a death sentence for getting quoted. Reporters need soundbites, not dissertations.”
The Interview: A Tangled Web of Technicalities
During the interview, Dr. Carter launched into a detailed explanation of econometric modeling and the intricacies of land-use forecasting. Sarah, the reporter, struggled to keep up. She tried to steer the conversation towards more practical aspects, such as the potential impact on local businesses along Cobb Parkway and the implications for property taxes in East Cobb, but Dr. Carter kept veering back into technical jargon. It was like trying to nail jelly to a wall. I’ve seen this happen so many times – the expert knows their stuff, but can’t translate it for a non-expert audience.
Mistake #2: Overusing Jargon and Abstract Concepts
The news is about people, not theories. Dr. Carter’s failure to provide concrete examples and relatable anecdotes made her contribution seem abstract and detached. She could have talked about specific businesses that might benefit from increased foot traffic, or the potential for new housing developments near proposed MARTA stations. Instead, she offered general statements about “economic multipliers” and “agglomeration effects.” This is a common pitfall. Experts often forget that news stories need to resonate with readers on a personal level.
For example, instead of saying, “Increased transit accessibility can lead to higher property values,” she could have said, “Homeowners near the new station on Windy Hill Road could see their property values increase by 5-10% within the next five years, based on what we’ve seen with similar expansions in other cities.” See the difference?
It’s important to remember that news narratives must be clear for the audience.
The Aftermath: A Lost Voice in the News
When the AJC article was published, Dr. Carter’s name appeared, but her contribution was limited to a single, vague sentence. The article quoted a local real estate agent extensively, along with several Cobb County residents who expressed concerns about increased traffic and taxes. Dr. Carter felt frustrated and undervalued. She had spent hours preparing for the interview, only to be relegated to a minor role. What went wrong?
Mistake #3: Failing to Provide Visual Aids or Supporting Materials
In today’s media landscape, visuals are essential. A compelling chart, map, or infographic can make a complex topic more accessible and engaging. Dr. Carter could have offered to provide data visualizations showing the projected ridership on the expanded MARTA lines, or maps illustrating the potential impact on property values. This would have given the reporter something tangible to work with and increased the chances of her being quoted more extensively. News outlets are constantly looking for ways to enhance their stories with visuals, and experts who can provide them have a significant advantage.
During my time as an editor, I was always drawn to experts who could offer more than just words. I remember one urban planning professor who provided us with a 3D model of a proposed development near the intersection of North Avenue and Peachtree Street. That model became the centerpiece of our coverage and generated significant reader interest. It’s about making your expertise visually compelling.
Mistake #4: Not Following Up After the Interview
The interview isn’t the end of the process; it’s just the beginning. Dr. Carter made the mistake of simply waiting for the article to be published. She didn’t follow up with the reporter to offer additional information, clarify any points, or provide supporting materials. A brief email thanking Sarah for her time and reiterating her key points could have made a difference.
A follow-up email might say something like: “Sarah, thanks again for the interview. I wanted to reiterate that, based on our analysis, the economic benefits of the MARTA expansion in Cobb County are likely to outweigh the costs in the long run, particularly for businesses along the major thoroughfares. I’ve attached a chart showing projected revenue increases for businesses within a half-mile radius of the proposed stations. Please let me know if you need anything else.”
This is vital for ensuring newsrooms fight for trust.
The Resolution: A Lesson Learned
Dr. Carter’s experience was a wake-up call. She realized that being an expert wasn’t enough. She needed to learn how to communicate her knowledge effectively to a broader audience. She began attending media training workshops and practicing her communication skills. She also started proactively gathering data and creating visual aids to support her statements. The next time the AJC called, she was ready. She understood the reporter’s needs, spoke in clear, concise language, and provided compelling visuals. This time, her insights were prominently featured in the article, and she became a go-to source for transportation news in Atlanta.
The key is preparation, clarity, and a willingness to go the extra mile. Remember, reporters are looking for experts who can make their jobs easier, not harder. By understanding their needs and providing them with the information and materials they need, you can increase your chances of getting quoted and making a meaningful contribution to the news.
Don’t let your expertise go to waste. Take control of your media interactions and make sure your voice is heard. Your insights are valuable, but they need to be packaged and presented in a way that resonates with a news audience. Mastering these skills will not only benefit your career but also contribute to a more informed public discourse. And who doesn’t want that?
For more on this, see how the AJC is trying to revive Atlanta media.
How do I find out a reporter’s deadline before an interview?
Simply ask! A polite inquiry, such as “What’s your deadline for this piece?” shows respect for their work and allows you to tailor your responses accordingly. Most reporters are happy to share this information.
What kind of visual aids are most effective for news articles?
Charts, maps, and infographics are generally the most effective. Focus on presenting data in a clear and visually appealing way. Avoid overly complex or technical visuals that may confuse readers. Consider using tools like Canva to create professional-looking visuals.
How can I avoid using jargon during an interview?
Practice explaining your area of expertise to a non-expert friend or family member. Ask them to point out any jargon or technical terms that they don’t understand. Then, find simpler, more accessible ways to explain those concepts. It’s about translating your knowledge into everyday language.
What should I do if I make a mistake during an interview?
Don’t panic! Simply acknowledge the mistake and correct it. If you realize the mistake later, send a follow-up email to the reporter clarifying the information. Transparency and honesty are always the best policy. Reporters at outlets like AP News value accuracy.
Is it okay to decline an interview request if I’m not comfortable with the topic?
Absolutely! It’s better to decline an interview than to provide inaccurate or uninformed commentary. You can also suggest another expert who might be a better fit for the topic. This demonstrates professionalism and helps the reporter find a reliable source.
The biggest mistake I see? Thinking your expertise speaks for itself. It doesn’t. You have to actively shape the narrative. So, next time you get that call, be prepared to not just answer questions, but to tell a story.
