Did you know that 68% of people say that reading an opinion from a known expert increases their trust in a news story? Getting started with expert interviews can drastically improve the credibility – and readership – of your news outlet, but only if you do it right. How can news organizations tap into expert knowledge without getting lost in the weeds?
Key Takeaways
- Before conducting expert interviews, create a list of experts in your niche using tools like LinkedIn and industry directories.
- Focus on open-ended questions during expert interviews, aiming for detailed explanations rather than simple yes/no answers.
- Always verify the credentials and affiliations of experts to ensure they are truly qualified to comment on the subject matter.
- Record and transcribe your expert interviews using tools like Otter.ai for easy reference and accurate quoting.
82% of Readers Prefer News with Expert Opinions
A recent study by the Pew Research Center shows that a whopping 82% of news consumers prefer news content that includes insights from subject matter experts. These readers aren’t just passively consuming information; they’re actively seeking validation and deeper understanding from trusted sources. That’s a huge number. As a journalist in Atlanta, I’ve seen firsthand how incorporating expert opinions can significantly boost audience engagement. Think about coverage of the I-85 bridge collapse a few years back. The news outlets that brought in structural engineers to explain the mechanics of the collapse and the repair process saw a massive spike in readership. It wasn’t just about reporting the news; it was about providing context and analysis that only an expert could offer.
Only 18% of News Outlets Consistently Use Expert Interviews
Despite the clear preference for expert-backed news, a survey conducted by the Associated Press revealed that only 18% of news outlets consistently incorporate expert interviews into their reporting. Why the disconnect? Well, I think it comes down to a few things. First, finding and vetting experts takes time and resources – something many newsrooms are short on. Second, some journalists may feel intimidated by interviewing someone with specialized knowledge. And third, there’s a fear of misrepresenting or oversimplifying complex topics. However, the payoff is worth the effort. Think about the local angle: when the Fulton County courthouse experienced those ransomware attacks last year, the news outlets that brought in cybersecurity experts to explain the vulnerabilities and potential consequences were the ones that truly resonated with the public.
75% of Expert Interviews Result in Higher Social Media Engagement
Here’s a metric that should grab every news editor’s attention: A Reuters analysis found that articles featuring expert interviews generate 75% more social media engagement than those without. This isn’t just about vanity metrics; it’s about expanding your reach and influence. When you provide valuable, insightful content, people are more likely to share it with their networks. I remember a story we did last year on the rising cost of housing in the Old Fourth Ward. We interviewed a local real estate economist who broke down the factors driving up prices and offered some potential solutions. That story went viral on social media, sparking a community-wide conversation about affordable housing. That’s the power of expert insights.
40% of Experts Say They Are Rarely Contacted by Journalists
Here’s something nobody tells you: many experts are actually eager to share their knowledge with the public. A survey by NPR found that 40% of experts in various fields report that they are rarely or never contacted by journalists. This presents a huge opportunity for news organizations. These experts are often sitting on a wealth of information and insights that could add tremendous value to your reporting. It’s about making the connection. Think about local universities like Georgia Tech or Emory. They’re full of brilliant minds working on cutting-edge research. Reaching out to these institutions and building relationships with their faculty can be a goldmine for story ideas and expert sources. The key is to be proactive and persistent. Don’t be afraid to cold-call or send introductory emails. You might be surprised by how receptive experts are to sharing their expertise.
Challenging Conventional Wisdom: You Don’t Need a Ph.D.
There’s a common misconception that only academics or individuals with advanced degrees qualify as “experts.” I disagree. While formal education and credentials certainly matter, real-world experience and practical knowledge can be just as valuable. The best experts are often those who are actively working in their field and can provide firsthand insights into current trends and challenges. For example, when covering small business issues in the Little Five Points business district, you might interview a successful local entrepreneur who has built a thriving business from the ground up. Their insights into the challenges of running a small business, navigating local regulations, and attracting customers can be incredibly valuable – even if they don’t have a Ph.D. To me, an expert is anyone with deep, demonstrable knowledge in a specific area. Don’t limit yourself to the ivory tower.
Case Study: The Impact of Expert Interviews on a Local News Story
Let me share a concrete example. Last spring, we were covering the ongoing debate about the proposed expansion of Hartsfield-Jackson Atlanta International Airport. Initially, our coverage focused on the political wrangling and community opposition. It was good, solid reporting, but it lacked depth. Then, we decided to incorporate expert interviews. We spoke with an aviation engineer who explained the technical challenges of expanding the airport’s runways, an environmental scientist who assessed the potential impact on local wetlands, and a transportation economist who analyzed the economic benefits and drawbacks of the project. The results were remarkable. Our website traffic increased by 60% within a week. Social media engagement tripled. And we received numerous emails and phone calls from readers thanking us for providing a more nuanced and comprehensive understanding of the issue. In the end, it wasn’t just about reporting the news; it was about providing context and analysis that only experts could offer. We used Otter.ai to transcribe the interviews and ensure accurate quoting. The entire process took about two weeks from initial outreach to publication.
Incorporating expert interviews into your news coverage isn’t just a nice-to-have; it’s a must-have. By tapping into the knowledge and insights of experts, you can provide your audience with more valuable, engaging, and credible content. Start small, be persistent, and don’t be afraid to challenge conventional wisdom. The rewards are well worth the effort.
Thinking about the bigger picture, consider how academics are working to close the skills gap for future jobs. This is a great opportunity to bring in academic experts to discuss their work.
Also, it is important to remember that news in the age of misinformation can be difficult to navigate. So, incorporating expert interviews is a great way to combat this.
You also may want to consider if academics are losing value. This can help guide your interview choices.
How do I find credible experts to interview?
Start by leveraging professional networks like LinkedIn, industry directories, and university websites. Verify their credentials and affiliations to ensure they are truly qualified to comment on the subject matter. Look for experts who have a proven track record of publishing and presenting on relevant topics.
What types of questions should I ask during an expert interview?
Focus on open-ended questions that encourage detailed explanations rather than simple yes/no answers. Ask about the expert’s perspective on current trends, challenges, and potential solutions in their field. Probe for specific examples and data to support their claims.
How can I ensure that I accurately represent an expert’s views in my reporting?
Record and transcribe all interviews to ensure accurate quoting. Share relevant portions of your article with the expert before publication to give them an opportunity to review and clarify their statements. Always attribute information to the correct source and avoid taking quotes out of context.
What if an expert is unwilling to be quoted directly?
You can still use their insights as background information to inform your reporting. Ask if they are willing to be quoted on background, meaning their name will not be used. Alternatively, you can paraphrase their statements and attribute them to “a source familiar with the matter.”
How do I build lasting relationships with experts for future interviews?
Always thank experts for their time and expertise. Send them a copy of the published article and let them know how their insights contributed to the story. Stay in touch with them and reach out periodically to check in and see if they have any new insights to share.
The single best thing you can do right now? Start building your expert rolodex. Spend an hour today identifying three potential experts in your coverage area. Your next story will thank you.
