Journalistic Interviewing

Whether you're a journalist working a beat for a local paper, a freelance writer sending articles to magazines, or a PR rep composing press releases for your company, you need to have the skills to effectively carry out an interview.

The vast majority of articles published in the popular media today include quotes and tidbits the author of the piece had to obtain through direct interviews--only reviews and similar stories can eke by without such sources. The truth is, stories with quotes are much more colorful, easier to relate to, and thus more effective to the average reader. Rather than slogging through the verbosity of some writers, readers are able to hear the story from the source's point of view, which can also eliminates some bias. Interviewing sounds simple, but is a learned skill that takes years to hone. Here are ten ways to become a stronger and smarter interviewer.

1. Have the right tools. Don't ever come to an interview unprepared. Not only is this unprofessional, but it does not instill confidence within the source. A harried and unprepared reporter is not someone the average person would want to spill any secrets to, or at least enjoy talking to.

You should have a notebook with questions already written out, two pens or pencils (always have backup!), and a voice recorder if necessary.

2. Be prompt and concise. Don't be late for the interview. It is always better to be early, and this not only conveys a sense of professionalism, but respect for the fact that the source is giving you their time. In the same vein, be concise; don't ramble on or waste the source's time, and ask clear questions.

3. Ask the right questions. Once you know who you are interviewing and the purpose of the story, do research. Do not waste time asking menial questions that could easily be found online or in print. For example, you would not want to spend ten minutes finding out where a professor attended college and what degrees he or she obtained when such information is very likely on the university's website.

The questions you do want to ask are open-ended, thoughtful queries that provoke conversation. After you've researched, come up with at least five questions (and possibly many more, depending on the subject and the length of the article).

4. Listen for the good quotes. You will not be able to write everything down, and thus must have an ear for the quotes and information that work, and what doesn't. Be selective in what you write down; certainly copy down anything that sounds important (copious notes are better than skimpy ones), but take extra care to write out correctly a phrase that would work well in the story.

5. Check, and check again. Don't be afraid to stop a source mid-sentence (or go back later) to clarify how they worded a statement, how something is spelled, or fact-check. It is far more embarrassing to publish something erroneous than to ask a simple question, or even to call a few hours later to confirm. A reporter's job is to relay a story correctly, and any mistakes or errors that get printed only cause the public to lose faith in that writer, or publication as a whole. Plus, libel suits are expensive!

6. If it's off the record, it doesn't go into print. This may seem obvious, but too often, reporters are tempted by off the record statements. There are some situations where this can get tricky, and some things may need to go into print, but for the average reporter, the hard and fast rule is to never publish a statement if a source has asked you not to. If a source says those three words, put your recorder on pause and put down your pen. This shows your source that you respect their wish, and they may be more forthcoming in the future.

7. Carry on a conversation, but let the source talk. A productive interview shouldn't resemble a game of twenty questions. You are most likely an educated reporter with the ability to possess opinions and discuss issues. Being able to converse with the source shows not only that you care about the subject--or at least show an interest in it--but that you are intellectual and not just an interrogator. Simply asking dry questions can cause the source to grow impatient and unwilling to really open up. Going with the flow of conversation and sharing your own thoughts often warms the source up and allows them to speak more freely and with greater candor about the subject.

8. Don't be afraid to stray off the beaten path. With good conversations comes tangents, and while these can often delay the interview, they can also be gold mines of information. A reporter, though thorough, may not always think of every angle or appropriate question. If a source strays off a bit, listen up. You might just hit the jackpot.

9. Soak up silences. In the course of every interview comes that awkward silence. You may have asked a weak question, or the source may be hesitant to continue--either way, be firm and sit it out. Oftentimes, the source will start speaking just to fill the silence, and can very easily say something they didn't originally mean to. Never be afraid to let a pause in conversation linger for awhile, and you will be rewarded more often than not.

10. Be confident and professional. Although you may be interviewing a professional in their field, there is no reason to be awestruck or nervous. You are a professional in your chosen area and should conduct an interview accordingly, despite any nerves. Don't be intimidated by big talkers or sources who will attempt to intimidate or belittle you. Ask your questions, copy down your answers, and move on. On the same note, carry a tone of confidence--you know what you are doing, so prove it. Having confidence in yourself means that sources will have confidence in you as a reporter and will be more much comfortable talking with you.

Ultimately, carrying out an interview requires experience, and each one truly becomes easier. The first few can be nerve-wracking and even awkward, but dedicated reporters soon learn all the tricks and skills. Being able to conduct a successful interview often requires a sort of sixth sense--when to ask certain questions, what to ask, and how to feel out a source--and the only way to achieve that is to practice and learn. Grab your notebook and pen, drum up some questions, and start talking!