Securing expert interviews is a cornerstone of quality journalism, especially in the fast-paced world of news. But are you truly maximizing the value these interviews bring to your stories, or are you leaving valuable insights on the table? We’ll explore the strategies that separate impactful interviews from forgettable filler, and I bet you’ll be surprised at how many opportunities you’re missing.
Key Takeaways
- Craft interview questions that directly address audience concerns, using data from social listening or audience surveys.
- Verify an expert’s credentials by checking their publication history, professional affiliations, and any reported conflicts of interest before publishing.
- Record all interviews and transcribe them using a service like Otter.ai to ensure accuracy and create a searchable archive.
- Always ask follow-up questions based on the expert’s initial responses to dig deeper and uncover unexpected insights.
Preparing for Impactful Expert Interviews
Preparation is paramount. You can’t just wing it and expect to land a compelling interview. I learned this the hard way early in my career. I was covering a zoning dispute near the intersection of Peachtree and Lenox Roads in Buckhead, and I thought I could just call up a local real estate developer and get some sound bites. The result? Generic, uninspired comments that added nothing to the story. That experience taught me the importance of diligent research.
First, know your subject inside and out. Scour their publications, listen to their previous interviews, and understand their perspectives. Then, identify the specific knowledge they possess that will benefit your audience. What burning questions can they answer? What unique insights can they offer?
Crafting Targeted Questions
Generic questions yield generic answers. Instead of asking, “What are your thoughts on the economy?” ask, “Based on the latest Consumer Price Index data from the Bureau of Labor Statistics, how will the recent interest rate hike affect small business owners in the Marietta Square business district?” See the difference? Specificity is key. Also, consider incorporating audience input. Before interviewing an expert on the proposed expansion of Hartsfield-Jackson Atlanta International Airport, for example, conduct a poll on your news website or social media channels to identify the public’s biggest concerns. Then, tailor your questions to address those concerns directly.
Don’t be afraid to ask tough questions, either. If an expert has a potential conflict of interest – say, they’re commenting on the safety of a new drug developed by a company they consult for – disclose that conflict upfront and ask them to address it directly. Transparency builds trust with your audience.
During the Interview: Active Listening and Follow-Up
The interview itself is a dynamic process, not a static Q&A session. Listen actively to what the expert is saying, and don’t be afraid to deviate from your prepared questions if the conversation takes an interesting turn. Some of the most valuable insights come from unexpected tangents.
Follow-up questions are essential. Don’t just accept the first answer at face value. Ask “Why?” Ask “How?” Ask “Can you give me an example?” Push the expert to elaborate and provide concrete details. I had a client last year who was interviewing a cybersecurity expert about the increase in ransomware attacks on Atlanta-area hospitals. The expert initially gave a broad, general answer about the importance of network security. But by asking follow-up questions about specific vulnerabilities and mitigation strategies, the client was able to extract much more valuable information that helped readers understand the real risks facing local healthcare providers.
Verifying Expertise and Avoiding Misinformation
In today’s environment, verifying expertise is more critical than ever. Anyone can claim to be an expert, but not everyone has the credentials to back it up. Before publishing an interview, take steps to ensure that your expert is who they say they are and that their claims are accurate.
Here’s what nobody tells you: it’s not enough to just Google someone and read their LinkedIn profile. Dig deeper. Check their publication history. Verify their affiliations with professional organizations. Look for any red flags, such as past retractions or accusations of misconduct. If they’re commenting on a scientific study, read the study yourself to make sure they’re interpreting the results accurately. A report by the Pew Research Center found that many Americans believe news organizations do not thoroughly investigate the claims they report, so it’s on us to do our due diligence.
Ethical Considerations and Legal Compliance
Ethical considerations should guide every step of the interview process, from initial contact to final publication. Be transparent with the expert about the purpose of the interview, how their comments will be used, and whether they will have the opportunity to review the final article before it’s published (this is generally not standard practice in news, but it’s important to be upfront about your policies). Obtain their informed consent before recording the interview, and respect their wishes if they ask to go off the record at any point. According to the Associated Press’s statement of news values, accuracy and fairness are paramount in ethical journalism.
Legally, you need to be aware of defamation laws. Be careful not to publish any false or misleading statements about the expert that could damage their reputation. If the expert makes potentially defamatory statements about someone else, be sure to get their side of the story before publishing anything. We ran into this exact issue at my previous firm when covering a dispute between two construction companies vying for a contract to build a new parking deck near the Fulton County Superior Court. One of the companies accused the other of using substandard materials. We had to be very careful to verify those claims before publishing them, and we gave the accused company ample opportunity to respond.
Post-Interview: Maximizing the Value of Your Content
The interview doesn’t end when you say goodbye. Transcribe the recording (services like Otter.ai are invaluable for this). Then, carefully review the transcript and identify the most compelling quotes and insights. Don’t just cherry-pick sound bites that support your pre-existing narrative. Look for unexpected angles and nuanced perspectives. Consider using the interview content in multiple formats. In addition to a written article, you could create a short video clip for social media, a podcast episode, or an interactive graphic.
Remember to credit the expert properly and provide a link to their website or social media profile. This is not only ethical but also mutually beneficial. It gives the expert additional exposure, and it adds credibility to your reporting.
I’ll be blunt: securing and conducting expert interviews isn’t always easy. It takes time, effort, and a commitment to ethical journalism. But the rewards are well worth it. By following these strategies, you can transform your interviews from mere filler into valuable sources of information that inform and engage your audience. So, stop settling for mediocre sound bites and start crafting interviews that truly matter.
Ultimately, the power of expert interviews in news lies in their ability to provide clarity, context, and credibility. By embracing a proactive and ethical approach, journalists can transform these conversations into compelling narratives that resonate with audiences and contribute to a more informed public discourse. So, what are you waiting for? Go out there and land that interview that will change the way people see the world.
And remember, in today’s digital age, it’s crucial to spot spin and see the truth when dealing with information from any source.
How do I find credible experts to interview?
Start by identifying the specific area of expertise you need. Then, search for academics, researchers, or professionals who have published extensively on that topic. Check their credentials and affiliations, and look for any potential conflicts of interest. Professional organizations like the Society of Professional Journalists also have resources for finding credible sources.
What are some good questions to ask to get beyond generic answers?
Focus on specific, concrete examples. Ask “Can you give me a specific example of…” or “What are the top three challenges facing…” Avoid open-ended questions that invite vague responses. Instead of “What are your thoughts on climate change?” ask “What specific policy changes would have the greatest impact on reducing carbon emissions in Georgia?”
How can I ensure the accuracy of the information provided by an expert?
Verify their claims with independent sources. Check their data against official statistics. Read the original research papers they cite. If they make a controversial statement, get a response from someone with an opposing viewpoint. Fact-checking is essential.
What should I do if an expert asks to review the article before it’s published?
While it’s generally not standard practice in news to allow sources to review entire articles, you can offer to read back specific quotes to ensure accuracy. Be clear about your editorial independence and explain that you cannot allow them to rewrite or censor your reporting. You might say, “I’m happy to confirm that I’ve accurately quoted you, but I can’t allow you to dictate the overall content of the article.”
What are the legal risks associated with publishing expert interviews?
The main legal risk is defamation. Be careful not to publish any false or misleading statements that could damage the expert’s reputation or the reputation of others they discuss. If an expert makes a potentially defamatory statement, get a response from the target of the statement before publishing anything. Always consult with a legal professional if you have any concerns.
