Conducting effective interviews with experts is vital for credible news reporting, but common pitfalls can undermine even the most well-intentioned journalist. Are you making these subtle errors that could be costing you audience trust and impact?
Key Takeaways
- Always verify an expert’s credentials and potential biases before the interview to prevent credibility issues.
- Structure interviews around open-ended questions that encourage detailed explanations, not just “yes” or “no” answers.
- Record interviews with a reliable device and transcribe them accurately; errors can lead to misquotes and legal trouble.
- Get explicit approval from the expert before publishing any quotes, and allow them to review the context to ensure accuracy.
Failing to Vet Experts Thoroughly
One of the most significant mistakes I see in interviews with experts is inadequate vetting. It’s not enough to simply find someone with a fancy title. You need to dig deeper. A flashy LinkedIn profile doesn’t guarantee genuine expertise or objectivity. I had a client last year who almost ran a story based on an interview with a “cybersecurity expert” who turned out to be a self-proclaimed guru with no actual certifications and a history of promoting dubious products. Imagine the damage that could have done to their reputation.
You MUST verify credentials. Check their educational background, publications, and professional affiliations. Look for potential conflicts of interest. Does this “expert” have financial ties to companies or organizations that could bias their opinions? A 2025 Pew Research Center study on trust in media found that 68% of Americans believe that news organizations should do more to ensure the accuracy of their reporting, including verifying the credentials of sources Pew Research Center. That’s a clear sign audiences are demanding more rigor.
For example, if you’re interviewing someone about the impact of the new O.C.G.A. Section 16-5-1, Georgia’s updated cybercrime law, make sure they have a background in law or cybersecurity, not just a passing interest. Contact the State Bar of Georgia to confirm their standing. Check if they’ve testified as an expert witness in Fulton County Superior Court. These steps might seem tedious, but they are essential for maintaining journalistic integrity.
Poor Questioning Techniques
The quality of your questions directly impacts the quality of your answers. Closed-ended questions that elicit a simple “yes” or “no” are a waste of time. You need to craft open-ended questions that encourage experts to elaborate, provide context, and share their insights. Instead of asking, “Do you think this new policy will be effective?” ask, “What are the potential benefits and drawbacks of this new policy, and how might it impact different communities in Atlanta?”
Another common mistake is failing to listen actively. Journalists sometimes get so caught up in their prepared questions that they miss opportunities to follow up on interesting points or challenge inconsistencies. Pay attention to the expert’s body language and tone of voice. If they seem hesitant or evasive, probe further. Don’t be afraid to deviate from your script if the conversation takes an unexpected turn. Some of the most insightful moments in an interview come from spontaneous exploration.
Consider this scenario: you’re interviewing Dr. Anya Sharma, a leading epidemiologist at Emory University Hospital Midtown, about a recent outbreak of influenza. You ask, “Are we prepared for another pandemic?” She replies, “We’ve made significant strides in vaccine development and distribution, but challenges remain in reaching underserved populations.” Don’t just move on to the next question. Ask her to elaborate on those challenges. Where are the gaps in our preparedness? What specific barriers are preventing equitable access to vaccines? These follow-up questions will yield far more valuable information than your original, generic query.
Neglecting Audio Quality and Transcription Accuracy
This might seem obvious, but I’m constantly surprised by how many journalists overlook the importance of high-quality audio and accurate transcription. A muffled recording or a sloppy transcript can render an otherwise brilliant interview useless. Invest in a good-quality digital recorder and learn how to use it properly. Test your equipment before the interview to ensure it’s working correctly. Choose a quiet location to minimize background noise.
Transcription is equally crucial. Don’t rely on automated transcription services alone. They are often inaccurate, especially when dealing with technical jargon or accents. Hire a professional transcriptionist or, if you’re doing it yourself, take your time and double-check everything. A single misquoted word can completely change the meaning of a sentence and potentially expose you to legal liability. We ran into this exact issue at my previous firm: a reporter misheard “mitigate” as “militate,” leading to a retraction and a very awkward conversation with the source.
Furthermore, always keep a backup. I recommend recording on two devices simultaneously. I’ve seen recorders fail, batteries die, and files get corrupted. Having a redundant recording can save you from a major headache. Store the original audio file securely and keep a separate copy of the transcript. Treat these files with the same care you would treat any other valuable piece of evidence.
Publishing Without Approval
Perhaps the biggest mistake you can make is publishing quotes without obtaining explicit approval from the expert. This is not just a matter of courtesy; it’s a matter of ethics and legality. Experts have the right to review their quotes in context and ensure that they are accurately represented. Failing to provide this opportunity can damage your relationship with the source, harm your credibility, and potentially lead to a defamation lawsuit.
Before publishing any quotes, send the relevant sections of your article to the expert for review. Give them a reasonable deadline to respond. Be clear about what you’re asking them to do. Are you seeking confirmation of accuracy, or are you open to revisions? Be prepared to make changes if the expert identifies errors or misinterpretations. However, you are not obligated to make changes that alter the substance of their views or compromise the integrity of your reporting. There’s a difference between correcting a factual error and censoring an opinion.
I had a client who learned this lesson the hard way. They published an article quoting a local economist, Dr. Emily Carter, about the potential impact of a new development project near Hartsfield-Jackson Atlanta International Airport. Dr. Carter claimed she was misquoted and threatened to sue. The news outlet had to issue a retraction and apologize. The entire situation could have been avoided if they had simply given Dr. Carter the opportunity to review her quotes before publication.
Lack of Context and Follow-Up
Presenting expert opinions in a vacuum is a disservice to your audience. Providing sufficient context is critical to help readers understand the expert’s perspective and the implications of their statements. Don’t just drop a quote and move on. Explain the background of the issue, the expert’s qualifications, and any relevant research or data that supports their claims. Consider the audience; are you writing for specialists or the general public? Tailor your language and level of detail accordingly.
Moreover, don’t be afraid to follow up with experts after the interview. If you have additional questions or need clarification on a particular point, AI may even be able to help. This shows that you value their expertise and are committed to accuracy. It also gives you an opportunity to build a stronger relationship with the source, which could be invaluable for future stories. The best sources are those who trust you and know that you will treat their words with respect.
Consider this case study: A local news outlet was reporting on a proposed expansion of the MARTA rail system. They interviewed a transportation engineer, Mr. David Lee, who expressed concerns about the project’s feasibility. However, the article failed to mention that Mr. Lee had previously worked on a rival project that was ultimately rejected. This omission created the impression that Mr. Lee’s concerns were purely objective, when in reality, he may have had a vested interest in the outcome. Providing this context would have allowed readers to evaluate Mr. Lee’s comments more critically. According to AP News, transparency and objectivity are crucial for maintaining public trust in journalism.
Effective interviews with experts require preparation, skill, and a commitment to accuracy. By avoiding these common mistakes, you can ensure that your reporting is informative, credible, and impactful. What’s the single most impactful change you can make to your interview process tomorrow to ensure accuracy and build trust?
Often, news outlets miss the mark on key cultural trends due to a lack of diverse expert opinions.
Good interviews can help you go beyond the headlines and provide deeper context.
What should I do if an expert refuses to approve their quotes before publication?
Explain the importance of accuracy and offer to address any concerns they may have. If they still refuse, you can either omit their quotes or publish them with a disclaimer noting that the expert declined to review them. Consult with your editor and legal counsel before proceeding.
How do I handle an expert who tries to retract a statement after the interview?
Politely remind them that the interview was recorded and that you have an accurate record of their statements. Offer to include a clarification or correction if they can provide evidence that their original statement was inaccurate. However, you are not obligated to retract a statement simply because they have changed their mind.
What if an expert asks to be anonymous?
Consider the reasons for their request. If they have a legitimate fear of retaliation or other harm, you may grant them anonymity. However, be transparent with your audience about why you are protecting the source’s identity. Weigh the value of the information against the potential loss of credibility.
How can I build trust with experts before an interview?
Do your homework. Research their work and demonstrate that you understand their expertise. Be respectful of their time and schedule. Clearly explain the purpose of the interview and how their insights will be used. Follow up with them after the interview to thank them for their participation.
What legal considerations should I keep in mind when interviewing experts?
Be aware of defamation laws. Avoid publishing false or misleading statements that could harm the expert’s reputation. Obtain consent to record the interview. Protect the confidentiality of sources who have been granted anonymity. Consult with legal counsel if you have any concerns.
