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Crafting compelling interviews with experts is a cornerstone of modern news reporting. These conversations provide invaluable insights, add credibility, and engage audiences. However, even seasoned journalists can fall into common traps that diminish the impact of their work. Are you making these mistakes in your expert interviews?

Mistake 1: Poor Preparation and Lack of Research

One of the most frequent errors in interviews with experts is inadequate preparation. Jumping into a conversation without a solid understanding of the expert’s background, their field, and the relevant context is a recipe for disaster. This leads to superficial questions, missed opportunities for deeper exploration, and a general lack of credibility.

To avoid this pitfall:

1. Thoroughly research the expert: Delve into their publications, previous interviews, and professional affiliations. Understand their perspective and identify their areas of expertise.
2. Define clear objectives: Determine what you want to achieve with the interview. What specific insights are you seeking? What questions will best elicit those insights?
3. Develop a detailed question list: Craft thoughtful, open-ended questions that encourage the expert to elaborate. Avoid leading questions or those with simple yes/no answers.
4. Anticipate potential answers: Consider the expert’s likely responses and prepare follow-up questions to probe deeper.
5. Understand the context: Stay abreast of current events and industry trends related to the expert’s field. This will enable you to ask relevant and timely questions.

Based on my experience conducting hundreds of expert interviews over the past decade, I’ve found that spending even an extra hour on preparation can dramatically improve the quality and depth of the conversation.

Mistake 2: Failing to Establish Rapport

An interview is more than just a Q&A session; it’s a conversation. Failing to establish rapport with the expert can create a stilted and uncomfortable atmosphere, hindering the flow of information and preventing the expert from fully opening up.

Here’s how to build a connection:

• Start with a friendly introduction: Briefly introduce yourself and express your appreciation for their time.
• Find common ground: Identify shared interests or experiences to create a sense of connection.
• Active listening: Pay close attention to the expert’s responses, both verbal and nonverbal. Show genuine interest in what they have to say.
• Empathy and understanding: Acknowledge their perspective and demonstrate that you understand their point of view.
• Maintain eye contact: Show that you are engaged and attentive.
• Use appropriate body language: Maintain an open and relaxed posture.

Mistake 3: Asking Leading Questions

Leading questions are those that subtly (or not so subtly) steer the expert toward a specific answer. This can compromise the integrity of the interview and undermine the expert’s credibility. It’s a common mistake even among seasoned journalists, as the desire to confirm a pre-existing narrative can be strong.

Examples of leading questions include:

• “Wouldn’t you agree that…?”
• “Isn’t it true that…?”
• “Many people believe that… What are your thoughts?”

Instead, focus on asking open-ended questions that allow the expert to express their own opinions and insights. For instance, rather than asking “Wouldn’t you agree that AI poses a significant threat to jobs?”, ask “What are the potential impacts of AI on the job market?”

A 2025 study by the Pew Research Center found that audiences are more likely to trust information from experts when they perceive the interviewer as being objective and unbiased.

Mistake 4: Not Digging Deep Enough

Often, the most valuable insights are buried beneath the surface. Many interviewers make the mistake of sticking to their prepared questions and failing to probe deeper into the expert’s responses. This can result in a superficial interview that misses crucial details and nuances.

To avoid this:

• Listen actively: Pay close attention to the expert’s answers and identify opportunities for follow-up questions.
• Ask “why” and “how”: These simple questions can unlock a wealth of information and reveal the expert’s underlying reasoning.
• Challenge assumptions: Don’t be afraid to question the expert’s assumptions or ask them to clarify their statements.
• Play devil’s advocate: Present alternative viewpoints to encourage the expert to defend their position.
• Be persistent: Don’t give up easily. If the expert is hesitant to answer a question, try rephrasing it or approaching it from a different angle.

Mistake 5: Ignoring the Audience and Context

An effective interview with experts is tailored to the specific audience and context in which it will be presented. Ignoring these factors can render the interview irrelevant or confusing.

Consider the following:

• Audience knowledge: What is the audience’s level of understanding of the topic? Avoid jargon or technical terms that they may not understand.
• Audience interests: What are the audience’s priorities and concerns? Focus on aspects of the expert’s insights that are relevant to their lives.
• Publication’s style: Does the publication have a formal or informal tone? Adapt your interviewing style to match.
• Current events: How does the interview relate to current events or industry trends? Provide context to help the audience understand the significance of the expert’s insights.

For example, if you’re writing for a general audience, you might need to explain complex concepts in simpler terms or provide more background information. If you’re writing for a specialized audience, you can assume a higher level of knowledge and delve into more technical details.

Mistake 6: Poor Follow-Up and Fact-Checking

The interview doesn’t end when the conversation is over. It’s crucial to follow up with the expert to clarify any ambiguities, confirm facts, and obtain any additional information that may be needed. Neglecting this step can lead to inaccuracies and undermine the credibility of the interview.

Best practices for follow-up include:

• Transcribe the interview: Accurately transcribe the recording to ensure that you have a complete and accurate record of the conversation. Otter.ai is a helpful tool for this.
• Share the transcript with the expert: Allow the expert to review the transcript and make any necessary corrections or clarifications.
• Fact-check all information: Verify all facts and figures presented by the expert to ensure their accuracy. Use reputable sources such as Google Analytics or Stripe reports to confirm data where possible.
• Obtain permission to quote: Obtain the expert’s permission before quoting them in your article.
• Thank the expert: Express your gratitude for their time and insights.

By avoiding these common mistakes, you can conduct more effective and insightful interviews with experts that will enhance your reporting and engage your audience. Remember that preparation, rapport-building, and careful follow-up are essential for success. What steps will you take to improve your next expert interview?

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