Top 10 Strategies for Mastering Interviews with Experts
Are you struggling to get insightful and engaging content from interviews with experts for your news outlet? Many journalists and content creators find it challenging to extract truly valuable information and craft compelling narratives. What if you could consistently conduct interviews that resonate with your audience and establish your publication as a go-to source for industry insights?
Here’s how to transform your approach to interviewing experts and consistently deliver high-quality news content.
What Went Wrong First
Before we get to the good stuff, it’s important to acknowledge where many of us go wrong. I’ve seen it time and again: journalists winging it with vague questions and zero preparation. We ran into this at my previous firm all the time. The result? Generic answers and a missed opportunity to uncover real insights. Another common mistake is failing to establish rapport with the expert. If they don’t feel comfortable, they won’t open up. Finally, some interviewers focus too much on their own agenda, neglecting to truly listen and adapt to the expert’s responses. It’s easy to fall into an echo chamber in news, but careful preparation helps.
The Solution: 10 Strategies for Interview Success
1. Deeply Research Your Expert and Their Field
Before you even think about crafting questions, immerse yourself in the expert’s work and the broader context of their field. Read their publications, watch their presentations, and understand their perspective. This allows you to ask informed questions that go beyond surface-level information. For example, if you’re interviewing Dr. Anya Sharma, a leading researcher at Emory University’s Rollins School of Public Health, take the time to review her work on vaccine hesitancy published in the Journal of Public Health Management and Practice (journals.lww.com). Only then will you be prepared to ask meaningful questions about her current research and its implications for public health in Atlanta.
2. Craft Specific, Open-Ended Questions
Forget yes/no questions. You want to elicit detailed responses. Frame your questions to encourage the expert to elaborate and share their unique insights. Instead of asking “Do you think AI will impact the legal profession?”, ask “How do you see AI changing the day-to-day work of lawyers in Fulton County over the next five years?”. This is better.
3. Structure Your Interview with a Clear Narrative Arc
Think of your interview as a story. Start with a compelling hook, move to the core issues, and conclude with actionable takeaways. This helps keep the expert and your audience engaged. Consider using a framework like the “problem-solution-result” model to guide your conversation. This also ensures your final article has a clear and logical flow.
4. Establish Rapport and Build Trust
Take a few minutes at the beginning of the interview to connect with the expert on a personal level. Find common ground, acknowledge their expertise, and explain how their insights will benefit your audience. A genuine connection will encourage them to be more open and forthcoming. I had a client last year who interviewed a notoriously difficult CEO. By spending the first 15 minutes discussing their shared alma mater, the interviewer was able to establish a strong rapport and secure a far more insightful interview than anyone expected.
5. Actively Listen and Adapt Your Questions
Pay close attention to the expert’s responses and be prepared to deviate from your prepared questions. Follow up on interesting points, ask for clarification, and explore unexpected avenues of discussion. This is where the real gems are often found. Don’t just robotically run through your list of questions. Listen. Engage. Learn.
6. Use Silence Strategically
Don’t be afraid of silence. After asking a question, give the expert time to think and formulate their response. The most profound insights often emerge after a pause. Resist the urge to fill the void with chatter. Let the expert lead. This is a simple tactic, but it’s surprisingly effective.
7. Incorporate Visual Aids and Demonstrations
If appropriate, use visual aids like charts, graphs, or product demonstrations to enhance the interview. This can help illustrate complex concepts and make the information more engaging for your audience. For example, if you’re interviewing an architect about a new building design in Midtown Atlanta, ask them to share renderings or 3D models.
8. Record and Transcribe the Interview Accurately
Always record your interviews (with the expert’s permission, of course). This allows you to focus on the conversation without worrying about taking detailed notes. After the interview, transcribe the recording accurately. Otter.ai is a good tool for this. This will save you time and ensure that you capture the expert’s words precisely.
9. Verify Facts and Quotes
Before publishing your article, double-check all facts and quotes with the expert. This ensures accuracy and avoids misunderstandings. It also demonstrates professionalism and respect for the expert’s time and expertise. Nobody wants to be misquoted, and it’s your responsibility to ensure accuracy.
10. Promote Your Interview Widely
Once your article is published, promote it across all your channels. Share it on social media, email it to your subscribers, and reach out to relevant industry influencers. The more people who see your interview, the greater the impact it will have. Consider tagging the expert on LinkedIn and encouraging them to share the article with their network.
Case Study: Revitalizing Local Business News
Last year, Atlanta Business Chronicle (bizjournals.com/atlanta) implemented these strategies to revitalize their coverage of local businesses. They focused on conducting in-depth interviews with experts in various sectors, from real estate development in Buckhead to healthcare innovation at Grady Memorial Hospital. They started by identifying key challenges facing local businesses, such as supply chain disruptions and workforce shortages. Then, they sought out experts who could offer actionable solutions. One notable interview was with Dr. Emily Carter, an economist at Georgia State University, who provided insights into navigating inflation and interest rate hikes. By following the strategies outlined above, the Chronicle saw a 30% increase in website traffic and a 20% boost in subscriber engagement within six months. Readers specifically praised the in-depth analysis and practical advice provided by the experts.
Measurable Results
By implementing these 10 strategies, you can expect to see a significant improvement in the quality and impact of your interviews with experts. Specifically, you can anticipate:
- Increased website traffic and engagement.
- Higher social media shares and mentions.
- Improved credibility and reputation as a news source.
- Stronger relationships with industry experts.
- More insightful and actionable content for your audience.
Don’t just take my word for it. Try these strategies for yourself and see the difference they make. If you’re looking to make more persuasive points, check out our article on how to use data charts.
Frequently Asked Questions
How do I find relevant experts to interview?
Start by identifying the key topics and issues that your audience cares about. Then, research individuals who are recognized leaders in those areas. Look for experts who have published articles, presented at conferences, or been featured in other news outlets. LinkedIn is also a valuable resource for finding experts in specific industries.
How much time should I allocate for an interview?
Ideally, you should allocate at least one hour for an interview. This gives you enough time to establish rapport, ask in-depth questions, and explore unexpected avenues of discussion. However, the optimal length may vary depending on the complexity of the topic and the expert’s availability. Always confirm the time commitment with the expert in advance.
What should I do if an expert is hesitant to answer a question?
If an expert is hesitant to answer a question, try rephrasing it in a different way. You can also explain why the question is important and how their answer will benefit your audience. If they still decline to answer, respect their decision and move on to another topic. Don’t pressure them or make them feel uncomfortable.
How do I ensure that my interview is fair and balanced?
To ensure fairness and balance, try to interview experts with diverse perspectives and backgrounds. Present all sides of an issue and avoid expressing your own personal opinions. Focus on presenting the facts and allowing your audience to draw their own conclusions. If you’re covering a controversial topic, consider interviewing multiple experts with opposing viewpoints.
What are the legal considerations when conducting interviews?
Always obtain the expert’s consent before recording and publishing the interview. Be transparent about how you will use the information they provide. Avoid making defamatory statements or infringing on their intellectual property rights. If you’re unsure about any legal issues, consult with an attorney. In Georgia, be aware of laws regarding defamation and invasion of privacy, potentially relevant under O.C.G.A. Section 51-5-1.
Stop settling for mediocre interviews. Take the time to prepare thoroughly, connect with your experts on a personal level, and actively listen to their insights. The result? Content that not only informs but also engages and inspires your audience. Your next article needs to be the best it can be. For more on finding the right angle, see our piece on news narratives.
