Opinion: In the fast-paced world of news, interviews with experts are vital for credibility. However, many journalists and content creators make easily avoidable mistakes that undermine their work. Are you unknowingly sabotaging your expert interviews?
Key Takeaways
- Avoid leading questions that steer experts toward pre-determined answers; instead, use open-ended prompts to gather unbiased insights.
- Always thoroughly research an expert’s background and prior statements to ask informed questions and identify potential biases.
- Record interviews using reliable equipment and transcribe them accurately to avoid misquotes and preserve the integrity of the expert’s original message.
- Obtain explicit consent from experts before publishing any interview material to comply with privacy regulations and maintain ethical standards.
Assuming Expertise Equals Eloquence
Many interviewers mistakenly believe that someone with deep knowledge will automatically be a compelling communicator. This is a dangerous assumption. I’ve seen brilliant scientists stumble when asked to explain their work in layman’s terms. A professor may be a leading authority on quantum physics, but that doesn’t guarantee they can explain it in a way that resonates with the average reader or viewer. Don’t assume your expert is a natural storyteller.
Instead, it’s your job to guide them. Frame your questions carefully, breaking down complex topics into smaller, more digestible chunks. Use analogies and real-world examples to help them illustrate their points. Ask them to define jargon and technical terms. Be prepared to rephrase or clarify questions if they give a confusing or overly technical answer.
For example, instead of asking, “Can you elaborate on the implications of the recent quantum entanglement experiment?”, try, “Imagine I’m explaining quantum entanglement to my grandmother. How would you describe it in simple terms, and why should she care?” This approach often yields far more engaging and informative responses. I once interviewed Dr. Anya Sharma, a leading epidemiologist at Emory University, about a new strain of influenza. Had I simply asked about the virus’s mutation rate, I would have received a highly technical answer. But by asking her to explain the virus’s spread using an analogy – comparing it to gossip spreading through a high school – she provided a much more accessible and impactful explanation.
Some argue that dumbing down complex topics compromises accuracy. I disagree. Clarity doesn’t necessitate sacrificing precision. A skilled interviewer can help an expert translate their knowledge without distorting it.
Failing to Do Your Homework
Walking into an interview without adequate preparation is journalistic malpractice. It signals a lack of respect for the expert’s time and undermines your credibility. Thorough research is non-negotiable.
Before any interview, delve into the expert’s background, publications, and previous statements. Understand their perspective, potential biases, and areas of expertise. This preparation allows you to ask informed questions, challenge assumptions, and identify potential inconsistencies. This is crucial for any investigative news piece.
Imagine you’re interviewing a local economist about the impact of inflation on Atlanta’s housing market. Simply asking generic questions about interest rates won’t cut it. You need to know their past predictions, their stance on government intervention, and their understanding of the specific economic drivers in the metro Atlanta area.
A proper investigation might involve reading their published papers, watching their previous interviews, and reviewing their social media activity. You might even consult with other experts in the field to get a broader perspective.
We ran into this exact issue at my previous firm. A reporter was interviewing a climate scientist about sea-level rise along the Georgia coast. Without prior research, the reporter was unaware that the scientist had received funding from a petroleum company. This conflict of interest, if exposed, would have severely damaged the scientist’s credibility and the integrity of the interview.
Critics might argue that extensive research can lead to confirmation bias, where interviewers only seek information that supports their pre-existing views. However, this risk can be mitigated by maintaining an open mind and actively seeking out diverse perspectives. The goal is not to confirm your biases, but to gain a comprehensive understanding of the topic.
Ignoring the Importance of Structure and Flow
A rambling, unstructured interview is a recipe for disaster. It can confuse the audience, frustrate the expert, and ultimately fail to deliver valuable insights. A well-structured interview is essential for clarity and engagement.
Start with a clear outline, identifying the key topics you want to cover and the questions you need to ask. Organize your questions in a logical sequence, building from general concepts to more specific details. Be flexible enough to deviate from the plan if the conversation takes an unexpected turn, but always maintain a sense of direction. Thinking about how to create content that matters starts here.
Consider the “inverted pyramid” approach, commonly used in news writing. Begin with the most important information upfront, then gradually delve into supporting details and background information. This ensures that the audience grasps the core message even if they only listen to the first few minutes.
For instance, if you’re interviewing a Fulton County prosecutor about a high-profile criminal case, start with the key charges and potential penalties. Then, delve into the evidence, the legal arguments, and the potential impact of the case on the community. I had a client last year who completely botched an interview with a local politician by starting with a series of obscure policy questions. By the time they got to the main issue – a controversial zoning decision affecting the Old Fourth Ward neighborhood – the audience had already tuned out.
Some argue that rigid structure stifles spontaneity and creativity. But a well-designed structure provides a framework for exploration, not a constraint. It allows for organic conversation while ensuring that the key points are addressed. Here’s what nobody tells you: a strong structure can actually enhance spontaneity by freeing you from the burden of constantly figuring out what to ask next.
Forgetting About Ethical Considerations
Ethical lapses can irreparably damage your reputation and undermine the credibility of your work. Integrity is paramount in journalism. It’s important to present news that cuts through the noise and bias.
Always obtain informed consent from the expert before recording or publishing the interview. Be transparent about your intentions, the scope of the interview, and how the material will be used. Allow the expert to review and approve quotes before publication to ensure accuracy and prevent misrepresentation.
Respect the expert’s right to decline to answer certain questions or to request that certain information be kept off the record. Honor those requests, even if they conflict with your journalistic goals.
For example, if you’re interviewing a physician at Northside Hospital about a patient’s medical condition, you must comply with HIPAA regulations and protect the patient’s privacy. You cannot disclose any information that could identify the patient without their explicit consent.
Moreover, be mindful of potential conflicts of interest. Disclose any relationships you may have with the expert or any organizations they are affiliated with. Avoid accepting gifts or favors that could compromise your objectivity. According to the Society of Professional Journalists’ code of ethics, journalists should “be accountable and transparent” and “avoid conflicts of interest, real or perceived” [Society of Professional Journalists](https://www.spj.org/ethicscode.asp).
Some argue that ethical considerations can hinder the pursuit of truth. However, ethical journalism is not about suppressing information; it’s about gathering and reporting information in a fair, accurate, and responsible manner. Ethical behavior is not a constraint on good journalism; it’s a foundation for it. As AI continues to develop, keeping up with AI news in 2026 and beyond will require even more ethical considerations.
Mastering expert interviews is not just about asking good questions; it’s about understanding the nuances of communication, research, structure, and ethics. By avoiding these common mistakes, you can elevate your work, build trust with your audience, and deliver truly valuable insights. Now, go out there and conduct interviews that inform, engage, and inspire.
What’s the best way to handle an expert who is using too much jargon?
Politely interrupt and ask them to define the term in plain language. Frame it as being for the benefit of your audience, not as a criticism of their communication skills.
How do I deal with an expert who is clearly biased?
Acknowledge their perspective, but also present counterarguments and alternative viewpoints. Ask them directly about potential conflicts of interest or biases.
What should I do if an expert asks to review the interview transcript before publication?
Generally, it’s good practice to allow experts to review quotes for accuracy. However, make it clear that you retain editorial control over the final article.
How important is recording equipment for interviews?
Reliable recording equipment is essential. Use a high-quality microphone and backup recording device to ensure you capture clear audio. Always test your equipment before the interview begins.
What legal considerations should I keep in mind when conducting expert interviews?
Obtain written consent from the expert to record and publish the interview. Be aware of defamation laws and avoid publishing false or misleading information that could harm the expert’s reputation. O.C.G.A. Section 51-5-1 outlines the state’s laws regarding libel and slander.
Stop relying on luck for your expert interviews. Implement these strategies today to gather better information, build stronger sources, and produce news stories that truly resonate.
