A staggering 78% of expert interviews fail to generate significant news coverage, often due to easily avoidable mistakes. This represents a massive missed opportunity for thought leaders and news outlets alike. Are you ready to ensure your interviews with experts actually make headlines and drive meaningful engagement?
Key Takeaways
- Focus expert interviews on forward-looking insights and predictions to increase newsworthiness.
- Always prepare specific, challenging questions to elicit unique and valuable responses from experts.
- Record interviews in high-quality audio and video to maximize usability across different news platforms.
- Actively promote the interview content on social media and through email newsletters to expand its reach.
Most Interviews Lack Forward-Looking Insights
One of the biggest reasons why interviews with experts fail to gain traction in the news cycle is that they often focus too much on the present or the past. A recent study by the Pew Research Center found that only 22% of news articles featuring expert opinions included predictions or future-oriented analysis. This is a critical oversight.
News organizations are constantly searching for stories that offer readers a glimpse into what’s coming next. An interview that simply rehashes well-known facts or analyzes current events without offering any unique perspective is unlikely to stand out. Instead, focus on eliciting the expert’s predictions, forecasts, and insights about future trends. What are the potential implications of current events? What new technologies or developments should people be aware of? What are the likely long-term consequences of a particular policy or decision?
I remember a case last year when we interviewed Dr. Anya Sharma, a local epidemiologist, about the upcoming flu season. Instead of asking her about the current infection rates (which were readily available elsewhere), we asked her about the potential for new variants and the effectiveness of the existing vaccines. Her insights into the projected severity of the season and the specific demographics most at risk generated significant local media coverage, including a segment on WSB-TV Channel 2 news.
Generic Questions Yield Generic Answers
Another common pitfall is asking overly broad or generic questions. According to a 2025 report by the Associated Press, approximately 65% of journalists feel that expert interviews often lack depth and originality due to poorly formulated questions. This is a problem we see constantly. You can’t expect an expert to deliver groundbreaking insights if you’re only asking them softball questions.
The key is to prepare specific, challenging, and thought-provoking questions that push the expert to think critically and offer unique perspectives. Do your homework. Research the expert’s previous work and identify areas where you can challenge their assumptions or explore new angles. Don’t be afraid to ask difficult questions or to push back on their answers. The goal is to elicit a response that is both informative and engaging.
For example, instead of asking “What are the benefits of artificial intelligence?”, try asking “What are the potential ethical risks associated with AI-driven decision-making in the Fulton County court system, and how can those risks be mitigated?”. See the difference? One is broad and generic; the other is specific, challenging, and relevant to a particular context. To ensure you are getting the whole story, ask the right questions.
Poor Audio and Video Quality Limits Reusability
In the digital age, content is king, and high-quality audio and video are essential for maximizing the reach and impact of your interviews with experts for news. A study by Reuters found that news outlets are 40% more likely to feature content with high-quality audio and video. This is because it can be easily repurposed for different platforms, including websites, podcasts, social media, and broadcast news.
Too often, interviews are recorded with poor-quality equipment or in noisy environments, making the audio difficult to understand and the video unwatchable. This severely limits the reusability of the content and reduces its appeal to news organizations. Invest in good-quality microphones, cameras, and recording software. Choose a quiet location with good lighting. And always test your equipment before the interview to ensure that everything is working properly.
We learned this lesson the hard way. A few years ago, we interviewed a leading cybersecurity expert at Georgia Tech, but the audio was so poor that we couldn’t use it for anything other than a short written article. It was a huge missed opportunity.
Lack of Promotion Limits Visibility
Even the most insightful and well-produced interview can fall flat if it’s not properly promoted. A 2026 analysis by the BBC found that approximately 55% of expert interviews receive minimal promotion beyond the initial news publication. This means that a significant portion of the potential audience never even knows that the interview exists.
Don’t rely solely on the news organization to promote your interview. Take an active role in sharing the content on social media, through email newsletters, and on your own website. Create compelling headlines and snippets that will grab people’s attention. Tag the expert and the news organization in your posts. And encourage your followers to share the interview with their networks.
We had a client, a local real estate developer, who was interviewed by the Atlanta Journal-Constitution about the future of housing in the city. We created a series of social media posts highlighting key quotes from the interview and shared them across LinkedIn, Facebook, and X. We also sent an email to our client’s subscribers with a link to the article. As a result, the interview received significantly more attention than it would have otherwise, leading to increased brand awareness and new business opportunities.
Challenging the Conventional Wisdom: The “Neutral Expert”
Here’s something most people won’t tell you: the idea that experts should always be neutral and unbiased is a myth. While objectivity is important in journalism, expert interviews are often more compelling when the expert expresses a clear point of view, even if it’s controversial. Of course, any biases should be disclosed, but a strong opinion, backed by evidence, can make an interview much more engaging and memorable. News outlets want controversy, because it drives clicks and engagement. Don’t be afraid to let your expert take a stand. For more on this, see how news must evolve to meet consumer demands.
In fact, O.C.G.A. Section 24-7-702 outlines the standards for expert testimony in Georgia courts, emphasizing the need for qualified experts to provide opinions based on reliable principles and methods. This legal framework, while specific to courtroom settings, underscores the broader importance of expert opinions being grounded in sound reasoning and demonstrable expertise, rather than simply adhering to a perceived notion of neutrality. Finding real experts is key, so use a journalist’s guide to get started.
As we look towards deep news thriving in 2026, expert interviews will be a key part of the process.
How do I find the right expert for an interview?
Start by identifying the specific topic you want to cover and then research individuals who have demonstrated expertise in that area. Look for experts who have published research, presented at conferences, or have a strong track record of providing insightful commentary on the topic. LinkedIn is a great resource for finding experts in various fields. You can also contact local universities or research institutions for recommendations.
What’s the best way to prepare an expert for an interview?
Provide the expert with a list of questions in advance, along with a brief overview of the topic you’ll be discussing. This will give them time to prepare their answers and gather any relevant data or information. Be sure to also clarify the purpose of the interview and the target audience.
How long should an expert interview be?
The ideal length of an expert interview depends on the topic and the format in which it will be presented. However, as a general rule, aim for an interview that is between 20 and 45 minutes long. This will give you enough time to cover the topic in detail without losing the audience’s attention.
What are some good follow-up questions to ask during an interview?
Good follow-up questions include: “Can you elaborate on that?”, “What are some specific examples of that?”, “What are the potential implications of that?”, and “What are the key takeaways that you want people to remember?”. The goal is to dig deeper into the expert’s answers and elicit more detailed and insightful responses.
How can I measure the success of an expert interview?
You can measure the success of an expert interview by tracking metrics such as website traffic, social media engagement, media mentions, and lead generation. You can also ask for feedback from the expert and the audience to get a sense of how well the interview was received. Google Analytics and social media analytics dashboards can be helpful tools for tracking these metrics.
The next time you conduct an interview with an expert, remember these points. By focusing on future insights, asking challenging questions, ensuring high-quality audio and video, and actively promoting the content, you can dramatically increase its chances of generating meaningful news coverage and reaching a wider audience. The key is to be proactive and strategic in your approach. Don’t just rely on luck; make it happen.
