When the Fulton County Daily needed a quote about the proposed expansion of Hartsfield-Jackson Atlanta International Airport, they reached out to Dr. Anya Sharma, a leading urban planning expert at Georgia Tech. The interview seemed to go well, but the resulting article buried her insightful comments beneath paragraphs of political maneuvering. What went wrong? Conducting effective interviews with experts is essential for any news outlet aiming to provide credible and insightful reporting, but common mistakes can undermine even the most promising conversations. Are you ready to avoid these pitfalls and ensure your expert interviews shine?
Key Takeaways
- Always prepare specific, targeted questions to elicit insightful and quotable responses from experts.
- Actively listen during the interview and be ready to deviate from your prepared questions to explore unexpected, valuable insights.
- Provide experts with context about your article’s focus and intended audience before the interview to ensure relevance.
- Follow up with experts after the interview to clarify any ambiguities and ensure accurate representation of their views.
Dr. Sharma, a respected voice in Atlanta’s urban development scene, was excited to lend her expertise. She’d spent weeks researching the potential impact of the airport expansion on the surrounding neighborhoods, focusing particularly on the increased traffic flow along I-85 and the potential displacement of residents in the Forest Park area. She carefully reviewed the airport authority’s environmental impact statement and prepared data-backed arguments supporting her concerns.
The reporter, however, was more interested in the political angle. He asked vague questions about the mayor’s support for the project and the potential for corruption. Dr. Sharma answered politely, but her nuanced analysis of traffic patterns and housing affordability was largely ignored. The article focused on the political wrangling, relegating Dr. Sharma’s expertise to a single, truncated quote about the need for “responsible planning.”
What happened? The reporter failed to properly frame the interview. As someone who has conducted hundreds of expert interviews over the years, I can tell you that clear communication before the interview is paramount. The reporter should have explicitly stated that while the article would touch on the political aspects, the primary focus was on the urban planning implications of the expansion.
This initial misstep led to a cascade of problems. Dr. Sharma, expecting a discussion about urban planning, hadn’t prepared soundbites on political accountability. The reporter, lacking a strong understanding of urban planning principles, didn’t recognize the significance of Dr. Sharma’s data-driven insights. He missed the opportunity to delve deeper into the potential ramifications for communities near exit 71 on I-85.
“It’s not enough to simply find an expert,” says Sarah Miller, a journalism professor at Emory University. “You need to prepare them and yourself for a productive conversation. A little pre-interview communication goes a long way.” According to a 2022 Pew Research Center study, nearly 60% of journalists rely on expert sources for their reporting. This highlights the critical importance of conducting these interviews effectively.
Another common mistake is failing to ask specific, targeted questions. Instead of asking “What are your thoughts on the airport expansion?” the reporter should have asked: “Based on the environmental impact statement, what are the three most significant potential negative consequences for residents living within a two-mile radius of the airport, and what mitigation strategies would you recommend?”
Here’s a concrete example from my own experience. I had a client last year who was being interviewed about changes to O.C.G.A. Section 34-9-1, Georgia’s workers’ compensation law. The reporter opened with a broad question about the “impact of the changes.” My client, caught off guard, gave a rambling, unfocused answer. I immediately jumped in (with the reporter’s permission, of course) and re-framed the response, focusing on the specific implications for small business owners in metro Atlanta. The resulting quote was much more concise and impactful.
Actively listening during the interview is also crucial. Sometimes, the most valuable insights emerge unexpectedly. A skilled interviewer will recognize these opportunities and be prepared to deviate from their prepared questions to explore them further. This requires a degree of flexibility and a genuine curiosity about the expert’s perspective.
Furthermore, failing to clarify ambiguities after the interview can lead to misrepresentation. The reporter in Dr. Sharma’s case didn’t follow up to confirm his understanding of her comments on traffic modeling. As a result, the article contained a minor factual error that, while seemingly insignificant, undermined Dr. Sharma’s credibility. The Atlanta Regional Commission (ARC) has extensive data on traffic patterns, and a quick fact-check with them or Dr. Sharma could have prevented this.
I once interviewed a cybersecurity expert about the ransomware attack on the City of Atlanta’s computer systems back in 2018. He mentioned a specific type of malware that I wasn’t familiar with. Instead of pretending to understand, I asked him to explain it in more detail. His explanation not only clarified the technical aspects of the attack but also provided valuable context for understanding the city’s response. That single clarification made the difference between a competent story and an excellent one.
What can news organizations do to avoid these common mistakes? First, invest in training for reporters on how to conduct effective expert interviews. This training should emphasize the importance of pre-interview communication, targeted questioning, active listening, and post-interview clarification. Second, encourage reporters to develop expertise in specific subject areas. A reporter with a basic understanding of urban planning, for example, would have been better equipped to understand and appreciate Dr. Sharma’s insights.
The Fulton County Daily, recognizing the shortcomings of its initial article, assigned a different reporter to follow up with Dr. Sharma. This time, the reporter came prepared with specific questions about the airport expansion’s impact on air quality, noise pollution, and water runoff into the Chattahoochee River. The reporter actively listened to Dr. Sharma’s responses, asking follow-up questions to clarify her points. The resulting article, published a week later, provided a much more comprehensive and nuanced analysis of the issue, highlighting Dr. Sharma’s expertise and contributing to a more informed public debate.
Ultimately, conducting successful interviews with experts in the news requires more than just asking questions. It demands careful preparation, active listening, and a commitment to accurate representation. By avoiding these common mistakes, news organizations can ensure that expert voices are heard and that the public is better informed.
Don’t let a lack of clarity derail your next expert interview. Before you even pick up the phone, draft a concise email outlining your article’s main points and the specific expertise you’re seeking from the interviewee. This small step can dramatically improve the quality and relevance of the information you gather.
For further reading on the topic, consider how AI can impact investigative news and potentially improve the interview process. It’s also worth noting that trust in news is paramount, which makes accurate expert representation even more critical. Even the best interview can fall flat if it doesn’t resonate with discerning online news readers.
How do I find credible experts for interviews?
Start by consulting university faculty directories, professional organizations, and industry associations. Look for individuals with published research, relevant experience, and a proven track record of communicating effectively. Also, check if they’ve been cited in reputable news sources, which can indicate their expertise and media savviness.
What’s the best way to prepare an expert for an interview?
Provide the expert with a clear overview of the article’s topic, focus, and intended audience. Share a list of specific questions in advance to allow them to prepare thoughtful responses. Also, clarify the interview format (phone, video, in-person) and the expected duration.
How can I ensure that I accurately represent an expert’s views in my article?
Take detailed notes during the interview and record it if possible (with the expert’s permission). After the interview, review your notes and clarify any ambiguities with the expert. Share relevant excerpts or quotes with them for review before publication to ensure accuracy and context.
What should I do if an expert provides information that contradicts my own research?
Acknowledge the discrepancy and ask the expert to explain their perspective in more detail. Present your own research findings and ask for their feedback. If the contradiction remains, consider including both viewpoints in your article, clearly attributing each to its respective source. Transparency is key.
How do I handle an interview when an expert is hesitant to share sensitive information?
Be understanding and respectful of their boundaries. Explain the importance of the information for your reporting and offer assurances of confidentiality or anonymity if appropriate. If they still decline to share the information, move on to other topics and avoid pressuring them.
