Opinion: Conducting effective interviews with experts is paramount for any news organization striving for accuracy and depth. However, many journalists fall into predictable traps that undermine the quality of their reporting. Are you making these common mistakes, and more importantly, are you willing to fix them?
Key Takeaways
- Always prepare specific, open-ended questions tailored to the expert’s specific work, not just general knowledge.
- Actively listen and adapt your line of questioning based on the expert’s responses, rather than rigidly sticking to a pre-written script.
- Verify the expert’s credentials and expertise using independent sources before publishing their insights, preventing the spread of misinformation.
- Record all interviews and transcribe key sections to ensure accuracy and provide a reference point for fact-checking.
Failing to Do Your Homework
One of the most pervasive errors I see in interviews with experts is a lack of adequate preparation. Too many journalists approach these conversations with only a superficial understanding of the subject matter. They ask broad, generic questions that any well-informed person could answer. This not only wastes the expert’s time but also yields shallow, uninsightful content.
I recall a case last year when a local news outlet interviewed Dr. Anya Sharma, a leading researcher at Emory University’s Rollins School of Public Health, about a new study on the spread of infectious diseases in densely populated areas of Atlanta. Instead of delving into the specifics of her research methodology or asking about the implications of her findings for specific neighborhoods like Midtown or Buckhead, the interviewer focused on basic questions about how viruses spread—information readily available on the CDC website. The resulting article was a missed opportunity to provide valuable, localized information to the public.
A better approach is to thoroughly research the expert’s work beforehand. Read their publications, examine their previous interviews, and identify specific areas where they possess unique knowledge or insights. Prepare a list of targeted, open-ended questions that will elicit detailed and nuanced responses. For instance, instead of asking “What are the symptoms of the new flu strain?” ask “Dr. Sharma, your research indicates that the R0 value for this strain is significantly higher in areas with limited access to public transportation. Can you elaborate on the factors contributing to this disparity, and what interventions might be most effective in addressing it?”
Ignoring the Art of Active Listening
Even with meticulous preparation, an interview can fall flat if the journalist fails to actively listen to the expert’s responses. Too often, interviewers are so focused on getting through their pre-determined list of questions that they miss crucial cues or opportunities to delve deeper into a particular topic. They interrupt, change the subject abruptly, or fail to ask follow-up questions that would clarify or expand on the expert’s initial statements.
Active listening involves paying close attention to both the verbal and nonverbal cues of the expert. It means summarizing their points to ensure understanding, asking clarifying questions to fill in any gaps, and adapting your line of questioning based on their responses. It’s about creating a dynamic conversation, rather than simply conducting a Q&A session. As our previous reporting has indicated, deeper news requires active listening.
We ran into this exact issue at my previous firm. We were interviewing a cybersecurity expert about the rising threat of ransomware attacks on small businesses in the metro Atlanta area. Initially, the interviewer stuck rigidly to a script of pre-written questions. However, when the expert mentioned a specific vulnerability in a popular accounting software used by many local businesses, the interviewer recognized an opportunity to explore this issue in greater detail. By asking follow-up questions about the nature of the vulnerability, the steps businesses could take to protect themselves, and the legal ramifications of a data breach under O.C.G.A. Section 10-1-393, the interviewer was able to uncover a compelling and timely story that provided real value to the community.
Neglecting Verification and Fact-Checking
In the rush to publish, some news organizations cut corners when it comes to verifying the credentials and claims of their expert sources. This can lead to the spread of misinformation and damage the credibility of the publication. It is vital to remember that not everyone who claims to be an expert truly is.
Always independently verify the expert’s qualifications, affiliations, and track record. Check their credentials on professional websites like LinkedIn. Confirm their employment with the institution they claim to represent. Scrutinize their past publications and presentations for any red flags. And always, always, fact-check their claims using reliable sources. You might even consider how data-driven news rebuilds trust.
A recent report by the Pew Research Center (https://www.pewresearch.org/journalism/2020/10/14/many-americans-say-news-organizations-routinely-fail-to-get-the-facts-right/) found that a significant percentage of Americans believe news organizations routinely fail to get the facts right. By prioritizing accuracy and verification, news organizations can help restore public trust in journalism.
Forgetting the Importance of Recording and Transcribing
Finally, a surprisingly common mistake is failing to properly record and transcribe interviews with experts. Relying solely on handwritten notes is a recipe for disaster. It’s easy to mishear or misinterpret information, and it’s difficult to reconstruct the conversation accurately later on.
Always record your interviews, and transcribe key sections to ensure accuracy and provide a reference point for fact-checking. There are numerous transcription services available, both human and AI-powered, that can streamline this process. Having a written record of the interview will not only help you avoid errors but also allow you to quote the expert accurately and provide context for their statements.
Here’s what nobody tells you: many experts will attempt to walk back or reframe their statements after the fact. Having a recording and transcript gives you the evidence to stand your ground and defend the accuracy of your reporting. And, as we look toward news in 2026, filter facts carefully.
Some might argue that these steps are time-consuming and costly. However, the cost of publishing inaccurate or misleading information is far greater. In the age of misinformation, credibility is the most valuable asset a news organization possesses. Investing in thorough preparation, active listening, verification, and accurate recording and transcription is an investment in that credibility.
Consider this case study: A local Atlanta news station, WXIA, interviewed a self-proclaimed “financial guru” who claimed to have a foolproof investment strategy guaranteeing 20% annual returns. The station aired the interview without verifying the guru’s credentials or the legitimacy of his claims. Within weeks, dozens of viewers had lost their life savings after investing in the guru’s scheme. The station was subsequently hit with multiple lawsuits and suffered a significant decline in viewership and advertising revenue. Had the station taken the time to properly vet the expert and fact-check his claims, this disaster could have been avoided.
In conclusion, avoid these common pitfalls. Elevate your reporting by embracing thorough preparation, active listening, rigorous verification, and meticulous recording practices. The quality and credibility of your news depend on it. Now, go out there and conduct interviews that inform, enlighten, and make a real difference in your community.
What’s the best way to prepare for an interview with an expert?
Thoroughly research the expert’s work, read their publications, watch their previous interviews, and prepare specific, open-ended questions that delve into their unique knowledge and insights. Avoid general questions that can be answered by anyone.
How important is active listening during an interview?
Active listening is crucial. Pay attention to both verbal and nonverbal cues, summarize their points to ensure understanding, ask clarifying questions, and adapt your line of questioning based on their responses to create a dynamic conversation.
What steps should I take to verify an expert’s credentials?
Independently verify their qualifications, affiliations, and track record. Check their credentials on professional websites, confirm their employment with the institution they claim to represent, and scrutinize their past publications for any red flags.
Why is it important to record and transcribe interviews?
Recording and transcribing interviews ensures accuracy, provides a reference point for fact-checking, and protects you from potential disputes over what was said. It also allows you to quote the expert accurately and provide context for their statements.
What are some red flags to watch out for when interviewing experts?
Be wary of experts who make unsubstantiated claims, refuse to provide evidence for their statements, or have a history of promoting misinformation. Also, be cautious of experts who are unwilling to answer tough questions or who appear to be overly biased or agenda-driven.
Don’t just read this advice – implement it. Start with your next interview. Commit to spending an extra hour preparing, actively listening, and verifying information. The payoff in terms of accuracy, credibility, and impact will be well worth the effort.
