In the high-stakes world of news, expert interviews are essential for providing context, analysis, and credibility. But securing and conducting these interviews effectively requires more than just a phone and a list of questions. Are you maximizing your opportunities to land the best expert insights and transform them into compelling news stories?
Key Takeaways
- Prepare highly targeted questions based on the expert’s specific publications, presentations, or court testimony, not just their general field.
- Record expert interviews using a dedicated device like a Zoom H6 to ensure high audio quality, even if the video is not used.
- Always provide experts with a pre-publication draft of quotes for approval to maintain accuracy and build trust, reducing the risk of retractions.
Identifying the Right Experts
Finding the right expert is the first, and arguably most important, step. Don’t just rely on Google searches. Dig deeper. Look at who is publishing in peer-reviewed journals, who is presenting at industry conferences, and who is being cited by other credible sources. Consider experts with diverse backgrounds and perspectives to avoid echo chambers and provide a more nuanced view of the topic.
For example, if you’re reporting on a legal case at the Fulton County Superior Court, don’t just interview law professors. Talk to experienced trial attorneys who regularly practice there. They can offer invaluable insights into the specific dynamics of the courtroom and the strategies being employed by both sides. Think beyond the obvious choices.
Preparing for the Interview: Targeted Questions Are Key
Generic questions yield generic answers. The key to a successful expert interview is preparation. Thoroughly research the expert’s background, publications, and previous statements. Craft questions that are specific, insightful, and designed to elicit unique perspectives. Avoid yes/no questions. Instead, focus on open-ended inquiries that encourage the expert to elaborate and provide detailed explanations.
I had a client last year who was preparing for a series of interviews with economists about inflation. Instead of asking, “Do you think inflation will continue to rise?”, they asked, “Based on your analysis of the Q3 2026 Consumer Price Index and your previous research on supply chain disruptions, what specific factors do you believe are most likely to influence inflation rates over the next six months?”. The difference in the quality of the responses was remarkable.
Conducting the Interview: Building Rapport and Gathering Insights
Start by establishing a rapport with the expert. Explain the purpose of the interview, how the information will be used, and the intended audience. Be respectful of their time and expertise. Listen attentively and ask follow-up questions to clarify points and explore new avenues of inquiry. Don’t be afraid to challenge assumptions or play devil’s advocate, but always do so respectfully. Remember, the goal is to extract valuable information, not to win an argument.
Technical Considerations: Audio Quality Matters
Always record the interview, even if you don’t plan to use audio or video clips in your final story. A recording provides an accurate record of the conversation and can be invaluable for fact-checking and quote verification. Invest in a good quality recording device, such as a Zoom H6, to ensure clear audio, even in noisy environments. I cannot stress this enough: poor audio can render an otherwise excellent interview unusable.
Asking the Right Questions
Here’s what nobody tells you: the best questions often arise organically during the conversation. While a prepared list is essential, be flexible and willing to deviate from it based on the expert’s responses. Pay attention to their tone, body language, and any hesitations or qualifications they express. These cues can often lead to valuable insights that you might otherwise miss. Don’t be afraid to ask “why” or “can you explain that further?”
Post-Interview: Verification and Attribution
After the interview, carefully transcribe the recording and identify the most relevant quotes. Verify the accuracy of any factual claims made by the expert. Attribute all information clearly and accurately. When quoting an expert, always use their full name and title, and provide context for their expertise. This helps to establish their credibility and allows readers to assess the reliability of their statements.
A Pew Research Center report found that trust in the news media remains a significant challenge. Accurate attribution and thorough verification are crucial for building and maintaining audience trust.
Legal and Ethical Considerations
Be aware of the legal and ethical considerations involved in conducting expert interviews. Obtain informed consent from the expert before recording the interview and using their comments in your story. Respect their right to privacy and avoid asking questions that are intrusive or irrelevant. Be transparent about your intentions and ensure that the expert understands how their statements will be used. Failure to do so could expose you to legal liability and damage your reputation.
We ran into this exact issue at my previous firm. We interviewed a former employee of a local tech company about alleged trade secret violations. We thought we had everything covered, but the expert later claimed that we misrepresented their statements and threatened to sue us for defamation. The case was eventually dismissed, but it was a costly and time-consuming ordeal. The lesson? Always get it in writing.
Case Study: Interviewing a Cybersecurity Expert
Let’s consider a hypothetical case study. Imagine you’re reporting on a recent ransomware attack that crippled the City of Atlanta’s computer systems. You need to interview a cybersecurity expert to provide context and analysis.
Step 1: Expert Identification. You identify Dr. Anya Sharma, a professor of computer science at Georgia Tech, who specializes in network security and ransomware prevention. She’s published several peer-reviewed papers on the topic and has testified before Congress on cybersecurity threats.
Step 2: Preparation. You review Dr. Sharma’s publications and previous statements. You craft a list of targeted questions, including:
- Based on your research, what are the most common vulnerabilities that ransomware attackers exploit in municipal networks?
- What specific steps could the City of Atlanta have taken to prevent this attack?
- In your opinion, what are the biggest challenges facing municipalities in protecting themselves from ransomware attacks?
- You mentioned in your 2025 paper on “Zero-Trust Architecture” that Atlanta was a prime target, why?
Step 3: The Interview. You conduct the interview via Zoom, recording both audio and video. You start by thanking Dr. Sharma for her time and explaining the purpose of the interview. You ask your prepared questions, but also follow up on her responses to delve deeper into specific issues. You ask about the city’s specific IT configurations (public information), and she explains that a lack of multi-factor authentication on key systems was likely a major factor. She also points out that the city’s outdated firewall software, according to its own public procurement filings, made it vulnerable to known exploits.
Step 4: Verification and Attribution. You transcribe the interview and identify the most relevant quotes. You verify Dr. Sharma’s claims about the city’s firewall software by reviewing the city’s public procurement records. You attribute all information clearly and accurately, using Dr. Sharma’s full name and title.
Step 5: Quote Approval. You send Dr. Sharma a draft of the quotes you plan to use in your story for her approval. She makes a few minor edits to clarify her statements, which you incorporate into your final story.
The result? A compelling and informative news story that provides valuable insights into the ransomware attack and its implications for other municipalities. The story is widely shared on social media and cited by other news organizations, enhancing your credibility and reach.
Mastering the art of expert interviews is not just about asking questions; it’s about building relationships, gathering insights, and presenting information in a way that is both accurate and engaging. By following these guidelines, you can transform your news reporting and provide your audience with the information they need to make informed decisions. For further insights, consider how data-driven news analysis can enhance your reporting.
Consider also how technology impacts Atlanta newsrooms and their ability to conduct thorough interviews. If you want to provide the best news, you must adapt, as the news industry must adapt or die.
How do I approach an expert who is very busy or reluctant to be interviewed?
Be respectful of their time and clearly articulate the value of the interview. Explain how their expertise will benefit your audience and offer to conduct the interview at their convenience. Consider offering them the opportunity to review and approve their quotes before publication.
What should I do if an expert asks to be paid for an interview?
It is generally not ethical to pay experts for interviews, as this could compromise their objectivity. However, you can offer to compensate them for their time by providing them with a copy of the final story or by promoting their work in your reporting.
How do I handle a situation where an expert changes their mind about a statement they made during an interview?
If an expert requests a correction or retraction, carefully consider their request and assess the accuracy of their original statement. If the original statement was inaccurate or misleading, issue a correction. If the expert simply regrets making the statement, you may choose to honor their request, but you are not obligated to do so.
What are some common mistakes to avoid when conducting expert interviews?
Failing to prepare adequately, asking leading questions, interrupting the expert, and failing to verify the accuracy of their statements are all common mistakes. Also, don’t assume anything—always ask for clarification if you’re unsure about something.
How can I ensure that my expert interviews are accessible to a wider audience?
Use clear and concise language, avoid jargon, and provide context for technical terms. Consider including visuals, such as charts or graphs, to illustrate complex concepts. Also, consider providing transcripts or summaries of the interview for those who prefer to read rather than listen.
The most effective way to improve your expert interview skills? Practice. Each interview is a learning opportunity. By honing your skills in identifying, preparing for, and conducting these interviews, you’ll significantly improve the quality and impact of your news reporting — and, more importantly, earn the trust of your audience.
