Out-Of-Class #1: How Do I Interview?

A number of people have been asking for interviewing tips, in that they don't know where to start, or what to ask, ect.

Happily, I do have some resources with which to help you guys out!

The first one is a handout called "Reporter's Tip Sheet." Below is the text. Hope it helps! (And if not, see me ASAP so we can figure things out a bit):

REPORTER'S TIP SHEET

FIRST: Talk to you editor and ask questions to learn what the story is about, possible sources and your editor's perspective on why this is worth covering.

PREPARE FOR THE INTERVIEW:

>>> Read back issues of the publication or any other publication that has covered the story for background.

>>> Think about who is likely to know the information you need.

>>> Surf the Web and use other reporting tools to find sources to interview both on the Web or phone (for those who live out of your area) and in-person.

>>> Identify those individuals.

>>> Email or call to set up an interview.

>>> If you need biographical info from a business executive, politician or celebrity, ask in advance of interview and check out online resources like Wikipedia.

>>> Write down your questions in advance.

>>> Organize the questions so your interview flows.

>>> Read over the questions to make sure you cover all you need to in the interview.

>>> In all stories, at a minimum, you need to answer the 5 W's and H (who, what, when, where, why and how).

FACE-TO-FACE INTERVIEWS:

>>> Be on-time and dress appropriately in, at least, business casual

>>> Introduce yourself, shake hands and sit down

>>> Observe the surroundings (e.g., if you're in an office, there are family pictures, unusual artwork, ect.). Use the information for color in your story, if appropriate, and as an ice-breaker to start the interview.

>>> Make sure you have the correct spelling and title of the person you're interviewing.

>>> After one or two ice-breaker questions, start asking your formal interview questions (leave the hard or controversial questions to near the end of the interview; just be sure you don't run out of time!).

>>> Take careful notes using a reporter's notebook or laptop computer. If you use a tape recorder, you MUST still take thorough notes. (Tape recorders are notorious for malfunctioning during critical interviews.)

>>> Control the interview -- you ask the questions. Don't get tricked into answering your subject's questions or getting into a discussion or conversation with the person. That's the oldest trick in the book. Before you know it, the interview is over, and you don't have what you need for the story.

>>> Listen AND take good notes. Rich, full, direct quotes are essential in well-written stories.

>>> Get a cell phone number and email address for follow-up questions. Tell your subject you need the numbers in case you have further questions after business hours and to ensure accuracy of your story.

>>> Ask the interview subject who else could provide you with additional information.

>>> Thank the person for his or her time. 

>>> Remember, journalists do not show stories to any interviewee for their approval or verification, prior to publication. This isn't public relations for the company newsletter.

PHONE INTERVIEWS:

>>> Interviewing by phone has some strong limitations -- depriving you of visual cues from the person being interviewed.

>>> However, the phone is such a common method of communication that many times you can actually pull more information from a person in a phone interview, if you know how to ask the questions and control the direction and speed of the interview.

>>> Most of the same rules of face-to-face interviewing apply.

>>> When in doubt, check it out.

EMAIL INTERVIEWS

>>> Interviewing people by email has some inherent pluses -- you get agreat set of accurate quotes back.

>>> However, the flexibility and flow of an interview is more formalized and stilted.

>>> And, you have to make sure you are getting answers from the person you are interviewing and not some flunky or publicist who is a stand-in.

>>> It is preferable to make contact via email, then if the person is still within the U.S. to do a phone interview if a face-to-face is impossible or geographically unfeasible. 

Out-Of-Class #1: More On, How Do I Interview?

In this post, we have a few more tips on how to interview and what to watch for in interviews. Off we go: 

THE NEW IMPROVED RANDOM THOUGHTS ON THE ART OF INTERVIEWING

BY BRUCE SELCRAIG

1. WERE YOU SURPRISED THAT …? Has anyone ever gotten a good response to this all-time cliché query? Let’s call for a moratorium. Besides, it’s a yes or no question, which should be avoided if possible. Try to rephrase it with a “why” and you’ll likely get better responses.

2. PROMPT YOUR SUBJECT. If you ask an eight-year-old child what happened in school today, the answer is likely to be, “Nothing.” If, however, you prompt the child with, “Was your teacher kidnapped by the Taliban?” he or she may remember that indeed this occurred before lunch. Adult sources often need the same treatment. Don’t assume people remember everything or place the same significance on events that you do. Don’t just ask, “Did anything happen in the executive session?”

3. THE ARTFUL LIE. Good liars, most lawyers and many media-wise types have perfected the response that either answers a question you didn’t actually ask or conceals a larger lie. Question: “Senator, did the Tobacco Institute pay your way to Rio de Janeiro?” Answer: “It’s been my policy to never accept such junkets.” (Who asked about your policy? I want to know if you took the trip and who paid for it.)

4. THE FIRST CONFESSION. An admission of wrongdoing is a critical moment in any investigation, but be aware that the first admission is very often a lie, usually an understatement of the frequency or severity of the offense. “Yeah, I look a little money once, so what?” (He took plenty on a routine basis.)

5. THE TELEGRAPHED PASS. Many reporters preface their most sensitive questions with almost apologetic cream-puffery. “Sorry, but I’ve got to ask you this question … I know you’ve heard these allegations before, but … “ Don’t prepare them for hard questions. That moment of uncertainty on their part may tell you more than the answer itself. 

6. THE JOE THEISMANN SYNDROME. Many reporters, myself lamentably included, ask questions with half-lives greater than plutonium. Err on the side of brevity. Be concise. This may be one of the few things to be learned from television reporters – but, of course, don’t tell them this.

7. THE NERVOUS LIAR. Notice stress indicators like frequent crossing and uncrossing of legs, constant handling of desk items like paperclips, picking at one’s clothing, and obvious signs like sweating or stuttering. They may not be lying yet, but you may be getting uncomfortably close to the right question. Try asking, “Have I made you nervous?” or “You seem to be bothered by something today.” 

8. THE EXPERT INTERVIEW. Experts appreciate that you’ve done your homework and can ask intelligent questions, but they don’t want to hear you demonstrate your expertise. That’s why you’ve come to them. Let them impress you. Remind yourself to listen.

9. HEAR WHAT WASN’T SAID. We are often so intent on getting accurate quotes and atmospheric readings that we forget to listen between the lines. Who isn’t being discussed? Why doesn’t the mayor ever discuss that program? Why does he talk about his kids and not his wife? Which questions always get short answers?

10. THE TRUTH TEST. Especially with informants, learn to periodically ask questions to which you know the answer and know that he does, too. Be wary of the source who seems incapable of saying, “I don’t know.” The classic con hates to admit this.

11. THE HEAD FAKE. You’re trying to confirm if the FBI has begun an investigation at Steroid University. You may get nowhere if you simply ask an agent, “Can you confirm this or that?” Instead, try: “What’s the Bureau’s jurisdiction for entering this case?” “Which agent will be supervising the investigation at the university?”

12. A CHANGE OF SCENERY. Most interviews work best when the subject is relaxed and comfortable in his or her surroundings. But that’s not always wise or possible. Try adversarial interviews in settings where they can’t just simply stop the questions and show you the door. Source interviews may often work better out of the office – driving a car, attending a sports event, ect. This often relieves the one-on-one tension.

13. DO YOU CARE TO COMMENT? A real pet peeve of mine. For most people this is a red flag that screams, “I’m going to quote you, so choose your words carefully.” Similar version: “Do you have a reaction to this and that?” Many corporate executives, who are accustomed to ghostwritten quotes and p.r. puffery, think you’re not quoting them until you’ve asked for a “comment.”

14. THE EMOTIONAL OFFENDER. Generally, those who have physically harmed another person will be more emotional about the act than, for example, someone who embezzled money from a company. With the first type you might attempt to play upon their guilt. The second one, however, may feel little remorse and might be drawn out by a suggestion that the company would never miss such a small sum. (“With all the waste in this company why’d they pick on you?”)

15. LOOSE LIPS SINK REPORTERS. When that long-awaited Deep Throat calls one day and asks if you’re the ace reporter looking for dirt on Dr. Mal Practices, resist your immediate urge and calmly reply that you’re looking for any information, pro or con. Do not ever, even in joking among other reporters, say things such as, “I’d love to nail that guy” or “I know he’s guilty. I just can’t prove it.” Your libel lawyer will worship the ground you walk on.

16. THINK STRATEGICALLY. Some things will only be available to you while you’re on good terms with the subject – resumes, home phone numbers, corporate brochures, internal reports, ect. Ask for them early or during blissful interludes in your ruthless interrogation. Especially remember this if you need photos.

17. THE ELUSIVE TARGET. Some people will not speak to reporters, and no amount of magic will work. Try several times, and don’t get discouraged. But don’t completely give up until you’ve exhausted every method, including:

a. Emails, text messages, IMs, social media like Facebook, ect.

b. Contacting people away from their home city,  at conventions, perhaps.

c. If Target A won’t talk, interview his best friend or close business associate and be the very essence of charm. Word will get back.

d. Find an obscure detail about their background or family.

e. Beg, grovel, whimper, date their daughter, speak in tongues, move next door to them, promise them a co-byline, lose badly at poker, tickle their fancy, drop the names of girls they dated

RFTM Chapter 11: Interviews

Why do we interview? First, to gain facts and details. Who is involved or is affected? What happened? When and where did it happen? And why and how?

Second, to construct a chronology showing the unfolding of events. What happened first? How did things go from there? And what happened next?

Third, to determine the relationships among the people and interests involved. Who's involved? Why were they involved? Who are they? Why are they important?

Fourth, to understand context and perspective. Why is this event or issue significant? What relationship does it have to other issues? How is it historically significant? How is it different and unique? How and why does it matter to readers? How does this affect them?

Fifth, to find anecdotes. Is there an individual story or example that helps illuminate the event or issue, or make it more dramatic or understandable?

Writing for English composition is based on your own thoughts and feelings. But writing for journalism is entirely based on facts. So, instead of thinking of things to write, we interview to collect facts to make sense of, then write.

Whom should we interview? People who are in the best position to have first-hand knowledge or expertise on the subjects we're writing about.

For example, people with knowledge relevant to the story. If you're writing about a house fire, one such person may be the person who lived at the house that burned down.

Plus, people with expertise relevant to the story. Like a firefighter who helped put out the fire and rescue people.

And, people with insight relevant to the story. Like a fire safety expert, that can offer some analysis on why things happened the way it did.

Also, we need to reach people who are available. This is a deadline business; we can't wait for everyone to get back to us. Maybe the resident isn't around; we need to find someone else as a backup source. Maybe we talk to a neighbor. Perhaps the firefighter who handled the call declines comment; so we talk to the fire chief and see what we can get. Maybe we leave a message for the fire safety expert; we don't wait for the call-back, and we try to find another similar expert.

Finally, we seek non-human sources of information. Think police and court records, fire reports, other governmental documents, verifiable sources found via Googling, ect. This may save time and trouble by providing the information you seek. Just make sure to corroborate the info.

How many sources are enough? It depends. It may be a couple of people, or it may be dozens.

It depends on deadline pressure. This may limit your ability to contact sources to those most critical to the story's telling.

It depends on the expertise of sources. Less experience requires more sourcing. If you're writing about Tom Izzo's plans and your source is Tom Izzo, that's a pretty expert source on Izzo. If you're writing about Izzo and Izzo won't talk to you, you'll probably need a range of sources like his assistants and peer coaches and players and school officials and such to try to equal Izzo's own expertise on himself.

It depends on the degree of controversy. The more controversy, the more of a need there is for more viewpoints. Writing about a Cedar Fest riot? Talk to the cops and the rioters and the rioters' parents other students who didn't participate in the riot and townies and civil libertarians.

Along those same lines, it depends on the complexity of a topic. All degrees of complexity should be represented.

A reporter has an obligation to evaluate sources. Don't be afraid to ask yourself or even your source, what is the basis of the source's knowledge? (Why would Tom Izzo know about college sports? Because he's a college basketball coach.) How credible and reliable is the source? (Izzo has a track record of being truthful to other media over the years.) Ask your source, "How do you know that?" (How does Izzo know being a coach is hectic? Because he's been living it for a few decades, he might say.) And cross-check between sources (remember "If your mother says she loves you, check it out"?).

When should a reporter conduct interviews? Ideally, after conducting research on the topic, if possible. Use Google, use archived news stories, social media, whatever.

Doing research allows a reporter to avoid wasting time on irrelevant questions (e.g., "So, Tom Izzo, what is this game called 'basketball' of which you speak? Never heard of it"); to recognize newsworthy statements and ask appropriate follow-ups (if you knew Izzo once almost took a pro coaching job in Cleveland, you would perk up if he mentioned he just bought a condo there. Uh, why, coach? Something cooking in Cleveland again?); and make it less likely to have to reinterview sources.

Without preparation, how will you know what to ask?

Where should a reporter conduct an interview? Ideally, in places where sources are most comfortable and will talk freely, if possible. But time, distance and deadlines may (and usually will) constrain this.

In-person is best, but the next-best bet is by phone. It can save a lot of time, but it can also be superficial. And it can be a poor choice on complex issues for in-depth reporting. Still, it does allow for bakc-and-forth dialogue in real time, which makes it superior to email.

Wit email interviews, we must also verify that it was the source that actually wrote the email, as opposed to a spokesperson or assistant. Plus, we don't attribute what the person said to the person; we attribute it to the person's email (e.g., The MSU basketball team is joining the NBA, Tom Izzo said via email today).

What questions should a reporter ask? Sequence and actual questions can vary, depending on the story and situation. But there are general questions establishing basic facts; specific questions about the issue or event; embarrassing or difficult questions, if necessary for understanding, background questions establishing history and context, ect.

Try to ask questions that will elicit as much information as possible, like open-ended questions that allow the source to provide analysis, context and detail. Try to steer away from yes-or-no questions unless a source is being vague and/or evasive, and you require a clear answer (which you always do).

Don't forget to ask about basic details, like the spellings of names, formal titles, ect. I promise you, the first time you assume someone's name is spelled Billy Smith, you'll find out it's really Billye Smythe. Don't take that chance; ask for a spelling every time.

Ask for a phone number and email address where they can be reached before deadline. If later you have other questions, you want to be able to quickly and easily get them answered. Most sources would rather you get it right and bother them, as opposed to leaving them unbothered and then airing a mistake that makes them look stupid.

Ask, "Is there anything about this that I haven't asked you about that you think is important for readers to know about this?" You have no idea how many times during my professional career this elicited a killer quote.

I think it's because many of the people we interview are not professional interviewees. It takes them a while to get comfortable with the interview as its taking place,and to structure their thoughts in a way  they can verbalize. So, by the end of the interview I find most people in a better position to clearly articulate what they have to say, moreso than at the start. Give it a try, will ya?

How should a reporter conduct interviews? First, start with a clear statement of purpose. Tell them why you're there, and what you're working on. Don't be vague. It's their right to talk or not talk to you. So, if you wanna talk to Tom Izzo about his explosive weight gain, tell him that from the start. Don't play "gotcha" with your sources.

Second, take charge of the conversation. Keep the interview on track. You're there to talk about Izzo getting fat; not about his kid's grade school art project. If Izzo drifts toward the latter, steer him back toward the former. Decide what questions to ask. Seek full answers and explanations. If you get less-than-full answers, be persistent. Keep asking until you get definitive answers, or a definitive "no comment."

Third, be a good listener. This is not contradictory to the previous point. You can keep an interview on track and let a source talk. Don't interrupt, argue with or lecture a source. This isn't the debate team. Even if a source appears to be lying, let them finish. Then get the interview back on track, by offering contradictory information and asking for an explanation. Do give sources time to develop their thoughts; like I said before, they're probably not expert at this. 

Fourth, expect unexpected but newsworthy developments in an interview. Be prepared to explore new angles on the fly. Perhaps you're interviewing Izzo about his weight gain and he suddenly says, "It really doesn't matter. I was planning on retiring after this season, anyway." Whaa? Nobody knows this. Follow the new line of questioning.

Fifth, don't bully, intimidate or harass a source. It's their choice to talk, or not talk. Plus, it's an interview, not an interrogation.

Interviewing for in-depth or investigative reports require a bit more caution. A subject's version of events may differ from that of other sources or records. Ask sources to explain contradictions from other accounts. And allow sources to reply to and rebut charges, allegations and conflicting information. This may require multiple rounds of interviews.   

How should a reporter take notes? It's helpful to use or develop a form of shorthand writing. If a source talks too fast or you write too slowly, don't be afraid to ask them to slow down or repeat what they said. It's about getting it right, remember?

Plus, try to review your notes immediately afterward, while the discussion is still fresh in your mind. That's your chance to recall what that goofy squiggly line you wrote means.

Recording an interview is a good backup, but tedious to use in practice. On long interviews, you may have too much audio to review. It's better to have a recorder running while you take hand notes that also note the time (as measured against the recorder's clock) certain statements were made. Then, you  can easily fast-forward to the quotes you need to retrieve.

Before you record, make sure you are in a state and/or community that allows recording. Different states have different laws. In Michigan, you need to get the verbal consent of someone to tape an interview. And in general, always let sources know they are being taped, if in fact you're taping them. If you were being interviewed, you'd want to know that, too.

Out-Of-Class #1: How Do I Interview?

A number of people have been asking for interviewing tips, in that they don't know where to start, or what to ask, ect.

Happily, I do have some resources with which to help you guys out!

The first one is a handout called "Reporter's Tip Sheet" (not to be confused with the tip sheets with which we outline our out-of-class story proposals). Below is the text. Hope it helps! (And if not, see me ASAP so we can figure things out a bit):

REPORTER'S TIP SHEET

FIRST: Talk to you editor and ask questions to learn what the story is about, possible sources and your editor's perspective on why this is worth covering.

PREPARE FOR THE INTERVIEW:

>>> Read back issues of the publication or any other publication that has covered the story for background.

>>> Think about who is likely to know the information you need.

>>> Surf the Web and use other reporting tools to find sources to interview both on the Web or phone (for those who live out of your area) and in-person.

>>> Identify those individuals.

>>> Email or call to set up an interview.

>>> If you need biographical info from a business executive, politician or celebrity, ask in advance of interview and check out online resources like Wikipedia.

>>> Write down your questions in advance.

>>> Organize the questions so your interview flows.

>>> Read over the questions to make sure you cover all you need to in the interview.

>>> In all stories, at a minimum, you need to answer the 5 W's and H (who, what, when, where, why and how).

FACE-TO-FACE INTERVIEWS:

>>> Be on-time and dress appropriately in, at least, business casual

>>> Introduce yourself, shake hands and sit down

>>> Observe the surroundings (e.g., if you're in an office, there are family pictures, unusual artwork, ect.). Use the information for color in your story, if appropriate, and as an ice-breaker to start the interview.

>>> Make sure you have the correct spelling and title of the person you're interviewing.

>>> After one or two ice-breaker questions, start asking your formal interview questions (leave the hard or controversial questions to near the end of the interview; just be sure you don't run out of time!).

>>> Take careful notes using a reporter's notebook or laptop computer. If you use a tape recorder, you MUST still take thorough notes. (Tape recorders are notorious for malfunctioning during critical interviews.)

>>> Control the interview -- you ask the questions. Don't get tricked into answering your subject's questions or getting into a discussion or conversation with the person. That's the oldest trick in the book. Before you know it, the interview is over, and you don't have what you need for the story.

>>> Listen AND take good notes. Rich, full, direct quotes are essential in well-written stories.

>>> Get a cell phone number and email address for follow-up questions. Tell your subject you need the numbers in case you have further questions after business hours and to ensure accuracy of your story.

>>> Ask the interview subject who else could provide you with additional information.

>>> Thank the person for his or her time. 

>>> Remember, journalists do not show stories to any interviewee for their approval or verification, prior to publication. This isn't public relations for the company newsletter.

PHONE INTERVIEWS:

>>> Interviewing by phone has some strong limitations -- depriving you of visual cues from the person being interviewed.

>>> However, the phone is such a common method of communication that many times you can actually pull more information from a person in a phone interview, if you know how to ask the questions and control the direction and speed of the interview.

>>> Most of the same rules of face-to-face interviewing apply.

>>> When in doubt, check it out.

EMAIL INTERVIEWS

>>> Interviewing people by email has some inherent pluses -- you get agreat set of accurate quotes back.

>>> However, the flexibility and flow of an interview is more formalized and stilted.

>>> And, you have to make sure you are getting answers from the person you are interviewing and not some flunky or publicist who is a stand-in.

>>> It is preferable to make contact via email, then if the person is still within the U.S. to do a phone interview if a face-to-face is impossible or geographically unfeasible. 

Interviews: The Art Of The Interview

Asking the hard questions about asking the hard questions

By Ann Friedman

I’m on deadline for a long feature, so I’ve been transcribing a lot of interviews lately. And after listening to myself fumble through tough topics and repeat myself and waste time with throwaway questions, I’ve realized I have plenty of room to improve as an interviewer. I want to get to a place where I’m not embarrassed to send the audio files to the factchecker. So I sent some pleas for help to fellow journalists and did some Googling for best practices. Here’s what I learned.

Know your subject. A recent thread on Quora posed the question, “What is the single most illuminating question I can ask someone?” Jodi Kantor, a New York Times reporter and author of a book about the Obamas, chimed in that there is no “single most illuminating question.” According to Kantor, “To ask a really high-yielding question, you need to have done your homework.”

This is especially true when you’re talking to people who are used to being interviewed. Kantor described an interview she did with the President and First Lady: “I had come to understand that equality was a serious issue in the Obama marriage, and that in the White House, the president and first lady are not treated in the same way at all. So I summoned up my nerve and asked them, ‘How do you have an equal marriage when one person is president?’” Their replies were much more illuminating than if Kantor had asked something more generic like, “What are your thoughts on gender equality?”

Come in with a plan. Max Linsky, who has the intimidating task of interviewing professional interviewers on the Longform Podcast, says, “Long interviews can have three acts — know where you want to start, where you want to end, and how you want to get there. And let the subject know the plan! These conversations can go off the rails quick — laying out the roadmap early lets you easily interrupt and move things along. Makes it feel like you’re on the same team.”

Write questions ahead of time, but prioritize conversation.There’s certain information you know you want to get, but you also want to put your sources at ease so they give you that information in an interesting way. No one wants to be interrogated. Linsky advises, “Do your research and write down tons and tons of questions. Only bring 15-20 questions to the interview. Only ask 10 of them. If you need to ask all 20, you’re not having a conversation.”

Just come out and ask the hard stuff. Maybe it’s the confrontation at the end of a long investigative project. Maybe it’s a series of personal questions for a public figure. Or maybe it’s about money or sex or something else that’s hard for normal people to discuss, let alone journalists and subjects. The hardest questions to ask are often the best. Recently Marc Ambinder argued that Howard Stern is the best celebrity interviewer because he asks blunt questions like, “What do you do with your money?” and “Who is jealous of you? Who screwed you over?” While these lines of questioning are something that guests on Stern’s show have come to expect, it’s true that he gets much more fascinating answers than your standard late-night talk show host and even some magazine journalists.

How do you work up the guts to ask such direct questions? My former colleague Amanda Hess, who writes about sex, says, “I’ve gotten better about comfortably addressing uncomfortable topics by conducting lots of interviews with people who are far more fearless and open about the subject than most people—after asking a bunch of porn stars about their first experiences watching porn, it’s become a lot easier to ask everyone else that question, too. I don’t think I’ve ever regretted asking a question, but I’ve regretted a bunch of questions I didn’t ask.”

Adds Linsky, “Also, this is kinda obvious, but I learned it the hard way: Save the personal, meaning-of-life, who-are-you-really-though, realtalk questions for the end. But ask them! People will answer!”

Embrace the silences. This is something that even radio journalists advised. Gina Delvac, who’s a public radio producer and reporter, explains, “Silence can be an asset. This is less true with newsmakers or overly practiced public speakers. But often on a personal or sensitive topic, the best moments come when you let a question float a beat too long. Dick Gordon and his team at The Story have a moment like this nearly every show. Someone hesitates, then a perfect phrase or moment of emotion crystallizes.”

Think in soundbites. This is another radio-centric tip from Delvac that can be applied to print journalism too. “Soundbites get a bad rap,” she says. “This is another way of saying, don’t get so wrapped up in a great conversation that you forget to get a really juicy quote. Once or twice, I’ve had a really lively conversation with someone, and realized afterward, I could summarize their ideas beautifully, but didn’t have that phrase that really captured the moment.”

Play dumb. Especially on deadline, you might find yourself out of your depth. Just go with it. Delvac suggests a standby radio question: “Explain it to me like I’m a (really precocious) kindergartner.”

Oh, and finally, “Keep the mic running after you finish,” Linsky says. “Listen. All the time.”

Interviews: Nine Tips For Great Ones

Shel IsraelContributor

I cover mobile, social, sensor, location, data & pinpoint marketing

Opinions expressed by Forbes Contributors are their own.

TECH265,795 views

9 Tips on Conducting Great Interviews

In my career, I have conducted thousands of interviews, been interviewed hundreds of times and as a media consultant, I have also observed thousands of interviews from a neutral seat. There are a few tips that have worked consistently well for me and perhaps they will help you. I write this from a media professional’s point of view, but I think many of these points  are applicable to business and employment interviews as well.

1. Start slow, safe and personal.

I usually begin with a question that focuses on the person and not the topic at hand, such as: “Where did you grow up,” or “what was your first job out of college?” First off, you relax your subject and you humanize the interaction. This relaxes the atmosphere, starts the conversation on safe ground, and let’s you get a sense of the where your subject is coming from. Second, you sometimes get a surprisingly good story.

Many years ago, when Oracle was a startup on a meteoric rise, Larry Ellison was interviewed by a veteran magazine reporter. The subject was corporate strategies related to database software. But the reporter started by asking Ellison where he was born an raised. Ellison known for his aggressive and independent style, revealed that he was raised by a single mom and spent much of his youth on the streets of Chicago. This, for many years, became a key component of the Ellison persona and the Oracle’s street-tough competitive style.

2. Coax, don’t hammer.

The “shock jock” interviewer may get daytime TV audiences to cheer and jeer, but chances are your audience is too sophisticated and businesslike for such low-rent tactics. I prefer interviews who have the up-close, but soft style that coaxes  revealing, newsworthy, useful answers. For that reason, I am a huge fan ofNPR’s Terry Gross, host of the long-running Fresh Air.She coaxes the most revealing content out of her subjects, by adopting a very personalrapport and asking questions, in a “c’mon, you can tell me” style. People tell her the most amazing stuff. I’ll bet a few of them later wonder whatever possessed them to reveal certain matters on national television.

3. Make some questions open ended.

All interviews require you to ask specific questions that get answered with narrow data points. “What was you last  job title?” But, in my experience, the most interesting responses I get come from open-ended questions, such as, “What is your vision for your organization five years from today?” or one of my current favorites, “Do you worry about any unintended consequences from what you are trying to accomplish?”

Years ago, I interviewed Alabama Gov. George C. Wallace a controversial segregationist running for thepresidential nomination. I was no fan of his, but made it my business not to show my personal animosity. I asked hom what he thought the voters of Massachusetts shared in common with him. “They are as tired as I am of big government stomping on hard-working folks butts,” he said. This is a tired old saw today, but that interview may be the first time a candidate personified “big government” bullying everyday people. Wallace almost won that Massachusetts primary. His campaign sent me a thank you note for giving Wallace the chance to state his case. I have regretted it ever since, but it was where I learned my job was to get the interviewee to tell his story and let the readers decide what they think of his or her ideas.

4. Ask what you don’t know.

There’s a lawyer’s tip that advises you to only ask witnesses questions that you already know the answers to. I do the opposite. I ask questions on issues where I am clueless what the answer will be. Lawyers hate surprises. As a journalist–or reader–I love them. Surprises mean I have something that has not been previously reported.

5. Let the interviewees wander a bit–but be careful.

Interviewers, in my view, try to hard to control the conversation, when the person in the other seat is the one who can produce the news.

I recently watched Oprah Winfrey interview Sean Penn in a Haitian refugee camp on television. Penn was in an uncharacteristically reflective mood. He obviously wanted to talk about the recent dissolution of his marriage but Winfrey changed the subject on him. Then he wanted to talk about the suffering of children, but she changed subjects on him again. After that Penn seemed bored and detached. I don’t blame him.

There is a danger, however. If you are conducting a business interview, the company representative may resort to talking points and “Corpspeak” if you allow to much slack. I usually stop writing, fold my arms and look out the window. They often trail off. Sometimes I complain that I had hoped to get from the person something that I could not have downloaded from the company site. Sometimes it work, sometimes it does not.

6.  Don’t send advance questions.

Sometimes, time requires me to send email questions, and then I get written answers in return. These are often adequate but the result is rarely as good as a face-to-face, candid interaction.  If I am going to have face time, I make clear the topics that I wish to cover and even ask if there are other subjects the interviewee would like to discuss.

But I don’t send questions in advance. The result feels far too scripted, and the answers start feeling like they were written by a committee. The result is that very little new ground is covered. It also eliminates my beloved follow-up questions, the ones that drill down on what was or was not said in the response. Very often, the followup question produces the lead to the story I report.

7. Be prepared. Find the overlooked.

I used to spend days researching before conducting an interview. Thanks to Google, that has been reduced to approximately an hour. I see what the subject has told other reporters and bloggers and I figure out what can be added to those previous conversations. I also look in forgotten cubbyholes. In searches I often go back to always go to result pages 3, 4 and 5, where I may find surprisingly interesting content that no one else has recently looked at.

I go into the room know the topics I want to discuss and trying not waste time of asking for answers recently discussed. But I do look for updates and I do look for the questions that someone else forgot to ask. I recently was scheduled to interview Yammer CEO David Sachs for my Forbes column. I had planned to ask him about his $25,000 hiring bonus to Yahoo employees. Unfortunately, in the preceding week , other reporters got to ask him all about it. I read them all and started my interview by asking Sachs how many resumes he had received and how many offers he had made. As a result, I got a small scoop, by asking the missed question.

Quite often, a subject’s response to one question begs for a follow up. Many times the follow-up question reveals more than either the interviewer or interviewee expected. You just can’t make that happen when you are following a script. When you do that, your mind very often goes on to your next question and you are not listening carefully to what your subject is saying.

I do come prepared and I let my subject know what subjects I want to cover. I also ask if there are other topics she or he would like me to add. I even jot a few topics down to make sure I remember them. But I do not write down questions and I stay poised to change directions and topics based on what my subjects are saying.

8. Listen, really listen.

The value of my interviews comes out of of what people say, not what I ask. If I ask a question and the subject drifts off, there is often a good reason. I can get feist and retort “Please anser my question,” or I can see where the person wants to go. If it’s into Corpspeak and key points, I simply stop writing. If it’s into an area that might interest my readers, then I let the subject wander. They key is to pay close attention to what is not answered and make on-the-spot judgements on why that area was skipped or glossed. Was it uninteresting to the subject? Unimportant? Painfully embarrassing?

9. There are dumb questions.

Try not to ask a question that your subject has already answered. It discloses that you really weren’t listening after all. Also try not to answer any questions that are answered in the interviewee’s online bios or company FAQ.

And remember above all, the interview is about the person you are talking to, not about you. It’s your job to reveal them, not to build them up or cut them down. Good night and good luck.

Interviews: What A Source Should Expect From You

What to expect when you’re interviewed by AP

Posted by Tom Kent

Sometimes people ask about the “ground rules” when they’re being interviewed or photographed by AP. Previously in this blog, we’ve described what you should expect when working with an AP reporter, photographer or videographer. Here’s that advice again, slightly expanded in light of some questions we’ve been asked:

• We want to hear and see your story. We’ll work hard to accurately convey what you say, and to provide background that gives the context for your remarks. If there are other points of view besides yours on the subject at hand, we’ll look to obtain those as well and include them in the story.
• We prefer to talk to you directly. We seek to do all interviews in person or by phone, webcam or similar. Sometimes we may ask questions by email. But our story will then characterize our exchange as an email conversation, not an interview.
• We want to interview you on the record, and to use your name in our story, radio report, video piece or photo caption. We owe it to our readers and viewers to be straight about your identity. We can quote you anonymously in some cases but our rules are quite strict. We won’t quote you anonymously on your opinion, only on matters of fact. We do not grant anonymity unless it is the only way to get information that is essential to the story. We will need to tell our readers why you insisted on anonymity. (We are particularly reluctant to quote anonymously company or government officials whose official duties include speaking to the news media.) Also, if we quote you anonymously in a story, we cannot quote you on the record, elsewhere in the story, as refusing to comment.
• We almost never obscure a face in photos or video. On rare occasions we can take photos and video from an angle that does not identify the person. Any such issues should be discussed with the photographer or videographer.
• We cannot show you our story, or the images we’ve taken, before publication. (AP reporters are free, however, to double-check facts or quotes with you at their initiative.)
• We cannot provide a full list of questions in advance of the interview. We may specify some areas we intend to ask about, but we always reserve the right to ask about something else.
• We cannot agree not to ask about specific topics. If we ask about something you don’t wish to discuss, you can decline to comment and we’ll report that.
• Once AP publishes its report, contact the reporter or editor if you believe anything is incorrect. We take accuracy very seriously and will correct any errors.

For more on AP’s editorial standards, see the AP Statement of News Values and Principles.

About Tom Kent

Deputy managing editor and standards editor of The Associated Press, responsible for accuracy and balance across all AP news services. Frequent contributor to forums and conferences on newsroom ethics and organization. Adjunct professor at the School of International Affairs and Journalism School of Columbia University. Former AP correspondent or bureau chief in Russia, Iran, Belgium, Australia and the United States. Graduate of Yale University. Languages: French, Russian, Spanish. @tjrkent