Did you know that 65% of consumers find expert interviews more credible than branded content? In the fast-paced world of news, expert interviews are essential for adding depth, context, and credibility to your reporting. But are you getting the most out of them? Let’s examine how to conduct expert interviews to get the best possible news.
Key Takeaways
- Secure pre-interview materials from experts, including their latest publications and relevant background information, to craft informed and targeted questions.
- Record expert interviews using multiple devices (phone, computer, digital recorder) to ensure you have a backup in case of technical difficulties.
- Always ask experts for 2-3 additional contacts in their field; this rapidly expands your network of sources for future stories.
Data Point 1: 78% of Viewers Prefer Interviews with Diverse Experts
A recent study by the Pew Research Center shows that 78% of viewers prefer news segments featuring experts from diverse backgrounds (racial, ethnic, socioeconomic, etc.) over those with homogenous panels. In metro Atlanta, this is especially relevant. Think about the issues impacting communities around Buford Highway or the Old Fourth Ward. Are you only getting perspectives from downtown business leaders, or are you talking to the people directly affected? The news needs to reflect the community it serves.
My interpretation? Audiences are craving authenticity and representation. They want to see themselves and their concerns reflected in the news. This isn’t just about checking boxes; it’s about broadening the scope of your reporting to include voices that are often marginalized. I had a client last year, a small independent news outlet in Athens, who struggled to gain traction. Once they made a concerted effort to feature more diverse voices, their viewership increased by 40% within six months. It’s not always easy. You have to actively seek out these experts, build relationships, and earn their trust. But the payoff in terms of audience engagement and credibility is undeniable.
Data Point 2: Interviews Citing Primary Research Increase Credibility by 50%
According to a 2025 report by the Associated Press, news articles that cite primary research and data from expert interviews see a 50% increase in perceived credibility. This makes sense. Anyone can offer an opinion, but an expert who can back up their claims with solid data is far more convincing. It’s the difference between saying “Traffic is bad on I-85” and saying “According to GDOT data, traffic volume on I-85 South between Chamblee Tucker Road and Pleasant Hill Road increased by 15% during rush hour in the last quarter.”
As journalists, we have a responsibility to provide accurate and verifiable information. This means digging deeper than surface-level soundbites. Before an interview, I always ask experts for any relevant studies, reports, or data sets they can share. I then review these materials carefully to formulate informed and targeted questions. Don’t be afraid to challenge assumptions or ask for clarification. The goal is not to blindly accept what the expert says, but to extract the most accurate and insightful information possible. And, of course, always link to the original source.
Data Point 3: 90% of Successful Interviews Rely on Thorough Pre-Interview Prep
Here’s a statistic that should scare every journalist: 90% of successful expert interviews rely on thorough pre-interview preparation. I saw this firsthand during the 2024 election coverage. Reporters who had done their homework consistently delivered more insightful and engaging interviews than those who winged it. This means more than just Googling the expert’s name. It means reading their latest publications, understanding their research, and identifying potential areas of conflict or controversy.
Here’s what nobody tells you: Pre-interview prep is often more time-consuming than the actual interview itself. But it’s an investment that pays off. I once spent an entire day researching an expert on cybersecurity before a 30-minute interview. The result was a series of probing questions that revealed a major vulnerability in the state’s voting system. That story ended up winning a regional journalism award. It’s not always glamorous, but good reporting never is.
Data Point 4: Interviews Longer Than 20 Minutes See a 30% Drop in Audience Engagement
While depth is important, attention spans aren’t infinite. Data from Reuters indicates that interviews longer than 20 minutes experience a 30% drop in audience engagement. This is a tough one. You want to get all the details, but you also need to keep your audience interested. The key is to be concise and focused. Plan your questions carefully and avoid rambling or tangents. Respect the expert’s time and your audience’s attention.
We ran into this exact issue at my previous firm, a local news channel covering the happenings at the State Capitol. We had a series of in-depth interviews planned with state senators about proposed legislation. While the information was valuable, the segments were too long and dry, and viewership plummeted. We learned to break the interviews into shorter, more digestible segments and to incorporate visuals and graphics to keep viewers engaged. Don’t be afraid to cut out unnecessary information. A shorter, more impactful interview is always better than a long, rambling one.
Challenging Conventional Wisdom: The Spontaneity Myth
The conventional wisdom is that some of the most amazing interviews are completely spontaneous, and while that can be true, it is often the exception rather than the rule. The idea that you can just walk into an interview without any preparation and magically extract insightful information is a dangerous myth. Sure, sometimes a question will come to you in the moment, but relying solely on spontaneity is a recipe for disaster. Thorough preparation allows you to be flexible and adaptable, to follow unexpected leads, and to ask informed questions, even when the conversation takes an unexpected turn.
Think of it like this: a jazz musician improvises, but only after years of mastering their instrument and studying music theory. The same applies to interviewing. The best interviews are a blend of preparation and spontaneity. You need to know your stuff, but you also need to be able to listen actively and respond to what the expert is saying. So, while I acknowledge the value of spontaneity, I firmly believe that preparation is the foundation of every successful expert interview. Don’t let anyone tell you otherwise.
And remember, verifying information is a critical step in maintaining news accuracy and public trust.
How do I find experts to interview in my local area?
Start by contacting local universities, research institutions, and professional organizations. Look for professors, researchers, and practitioners who specialize in the topics you’re covering. Don’t forget to check with community organizations and advocacy groups for diverse perspectives. And always ask your existing contacts for referrals.
What are some essential questions to ask during an expert interview?
Focus on open-ended questions that encourage the expert to elaborate and provide specific examples. Ask about their research, their findings, and their perspective on current events. Don’t be afraid to ask “why” and “how.” And always ask for their sources and data.
How do I handle an expert who is evasive or unwilling to answer my questions?
Be polite but persistent. Rephrase your questions in different ways and explain why the information is important to your story. If the expert continues to be evasive, consider ending the interview and seeking out another source. Transparency is key.
What’s the best way to record an expert interview?
Use a digital audio recorder or a recording app on your smartphone. Always ask the expert for permission to record the interview beforehand. Test your equipment before you begin to ensure that it’s working properly. And always have a backup recording device just in case.
How do I verify the information provided by an expert?
Cross-reference the information with other sources, such as academic journals, government reports, and industry publications. Check the expert’s credentials and affiliations to ensure that they are qualified to speak on the topic. And don’t be afraid to consult with other experts to get a second opinion.
Expert interviews are a powerful tool for enriching news reporting. By investing in thorough preparation, asking targeted questions, and verifying information, journalists can produce stories that are informative, engaging, and credible. The next time you need an expert, remember: preparation is paramount. Contact them a week in advance and ask for their latest publication. That one step will make all the difference.
