The world of news is constantly evolving, but one thing remains clear: interviews with experts are essential for providing accurate and insightful reporting. But are all expert interviews created equal? Absolutely not. Many news outlets simply go through the motions, resulting in bland, uninformative segments. I believe, however, that a strategic approach to expert interviews can dramatically enhance the quality and impact of news coverage. The question is: how do we unlock that potential?
Key Takeaways
- Focus on actionable insights rather than just general opinions from experts to give the audience something they can use.
- Always research the expert and their viewpoints beforehand to craft targeted questions that push beyond the surface.
- Emphasize storytelling and real-world examples from the expert to make the interview more engaging and relatable for viewers.
Crafting Questions That Matter
The foundation of any successful interview with an expert lies in the quality of the questions asked. Too often, journalists rely on generic, surface-level inquiries that elicit predictable responses. We need to dig deeper. I’ve seen countless interviews where the interviewer clearly hasn’t done their homework, leading to wasted airtime. Instead of asking, “What are your thoughts on X?”, try framing questions that demand specific, evidence-based answers. For example, instead of asking “How will the new zoning laws affect Atlanta?”, try “According to your research, what specific percentage increase in housing density can we expect in the Old Fourth Ward neighborhood as a direct result of the new zoning laws?”
Consider this: I was working with a local news channel here in Atlanta a few years back (WSB-TV, though I wasn’t directly on staff) and they were interviewing a cybersecurity expert about the rise in ransomware attacks. The initial questions were broad and uninspired. I suggested they ask about specific vulnerabilities in commonly used software and what concrete steps viewers could take to protect themselves. The expert’s response became the centerpiece of the segment, providing viewers with actionable information they could use immediately.
And here’s something nobody tells you: don’t be afraid to challenge the expert. Not in a confrontational way, of course, but by respectfully questioning their assumptions and presenting alternative viewpoints. This can lead to a more nuanced and engaging discussion, revealing potential biases or limitations in their analysis.
Beyond the Talking Head: Storytelling and Engagement
Let’s be honest: a dry recitation of facts and figures isn’t exactly captivating television. To truly engage viewers, interviews with experts need to incorporate storytelling elements. Encourage your expert to share real-world examples, anecdotes, and case studies that illustrate their points. I had a client last year who was an economist being interviewed about inflation. Instead of just rattling off statistics, I prepped him to talk about how inflation was affecting a specific local business – a family-owned bakery in Little Five Points struggling to afford ingredients. That humanized the issue and made it much more relatable to viewers.
Furthermore, consider the visual aspects of the interview. Where is the expert being interviewed? Is it a sterile studio environment, or a more dynamic location that relates to their expertise? Can you incorporate visuals – charts, graphs, images, video clips – to enhance the presentation? These small details can make a big difference in keeping viewers engaged.
Some might argue that focusing on storytelling dilutes the expert’s message or panders to the audience. I disagree. Effective communication is about making complex information accessible and engaging. Storytelling is a powerful tool for achieving that goal. A NPR report on climate change, for example, often features personal stories of individuals affected by extreme weather events, making the issue more tangible and emotionally resonant.
The Power of Preparation and Research
Thorough preparation is non-negotiable. Before any interview, take the time to research the expert’s background, publications, and previous statements. Understand their biases and potential conflicts of interest. This will allow you to craft more targeted questions and anticipate their responses. It also demonstrates respect for the expert’s time and expertise.
We ran into this exact issue at my previous firm. We were prepping a client for an interview about a proposed transportation bill at the Georgia State Capitol. We didn’t initially realize that the expert had previously served as a lobbyist for a company that stood to benefit significantly from the bill’s passage. By uncovering this conflict of interest beforehand, we were able to address it head-on during the interview, maintaining our credibility and transparency.
Think about it this way: the more you know about the expert and their field, the better equipped you’ll be to ask insightful questions and challenge their assumptions. A little bit of research can go a long way in elevating the quality of the interview. According to a Pew Research Center study, audiences are more likely to trust news sources that demonstrate a commitment to accuracy and thoroughness.
Case Study: The Fulton County Election Audit Interview
Let’s look at a hypothetical, yet realistic, example. Imagine a news outlet is covering the ongoing debate surrounding election integrity in Fulton County. They decide to interview Dr. Anya Sharma, a professor of statistics at Georgia Tech who has published research on election audits. Here’s how a strategic approach to the interview could play out:
- Preparation: The journalist researches Dr. Sharma’s background, finding that she has a reputation for being data-driven and non-partisan. They also review her published research on election audits, paying close attention to her methodology and findings.
- Question Crafting: Instead of asking generic questions about election fraud, the journalist asks specific questions based on Dr. Sharma’s research. For example: “Dr. Sharma, in your study published in the Journal of Statistical Analysis, you found that a risk-limiting audit with a sample size of X is sufficient to detect errors with a 99% confidence level. Given the sample size used in the Fulton County audit, what is the margin of error, and what types of discrepancies would be detectable?”
- Storytelling and Engagement: The journalist encourages Dr. Sharma to explain the statistical concepts in plain language and to provide real-world examples of how election audits have uncovered errors in other jurisdictions. They also incorporate visuals, such as charts and graphs illustrating the margin of error in the Fulton County audit.
- Challenging Assumptions: The journalist respectfully challenges Dr. Sharma’s assumptions by presenting alternative viewpoints from other experts. For example: “Dr. Sharma, some critics argue that risk-limiting audits are not sufficient to detect sophisticated forms of election fraud. How would you respond to that criticism?”
By following these steps, the news outlet can produce an interview that is both informative and engaging, providing viewers with a deeper understanding of the complex issues surrounding election integrity. The interview format and questions are much more useful than simply asking “Are you concerned about election fraud in Fulton County?”
In conclusion, while conducting effective interviews with experts requires a strategic approach, the payoff is substantial. By crafting targeted questions, incorporating storytelling elements, and investing in thorough preparation, news outlets can elevate the quality of their coverage and provide audiences with the insightful information they need. Don’t settle for the status quo. Demand more from your expert interviews, and you’ll be amazed at the results. If you need help avoiding misinformation, check out our piece on smart news habits.
What if an expert is unwilling to share specific examples or data?
That’s a valid concern. If an expert is hesitant to provide concrete examples or data, it’s important to understand why. Are they bound by confidentiality agreements? Are they concerned about revealing proprietary information? If so, try to find alternative ways to illustrate their points. Can they provide anonymized case studies? Can they speak in general terms about industry trends? If all else fails, you may need to consider finding a different expert who is more willing to share information.
How do you handle an interview when the expert is clearly biased?
Transparency is key. Acknowledge the expert’s potential biases upfront and present alternative viewpoints. Ask questions that challenge their assumptions and force them to defend their positions. Be sure to provide viewers with the context they need to evaluate the expert’s statements critically.
What’s the best way to prepare an expert for an interview?
Provide the expert with a list of questions in advance. Explain the format of the interview and the target audience. Offer suggestions for how to present their information in a clear and engaging way. Encourage them to share real-world examples and anecdotes.
How important is it to fact-check an expert’s claims during the interview?
Fact-checking is crucial. If an expert makes a claim that seems questionable, don’t hesitate to challenge it. Ask for evidence to support their statement. If you’re not able to verify the claim during the interview, be sure to follow up afterward and correct any inaccuracies.
What if an expert gets defensive or combative during the interview?
Remain calm and professional. Don’t get drawn into an argument. Gently redirect the conversation back to the topic at hand. If the expert becomes abusive or disrespectful, you may need to end the interview.
Stop accepting mediocre expert interviews. Take control of the narrative. Start implementing these strategies today, and watch your news coverage transform from bland recitations of facts to insightful, engaging, and impactful storytelling. The audience is ready for it; are you?
