7 months ago

How To Get The Most Out Of Interviews With An Expert, Every Time

Simran Ghata-Aura from JournoLink

Sponsored content from JournoLink, connecting journalists with small businesses

You’ve finally secured a great expert to interview and it’s going to make your piece shine. So, erm what do you now?

As a journalist, if you’ve sourced an expert that’s crucial for your article, you need to make sure you can get the most out of your time with them.

Whether you’re speaking to the Prime Minister or a local business owner, getting it right is vital – and a bad interview can tank a great piece. Here’s how to get it right every time.

First Things First, Nail The Format

Nailed it. (Image Credit: Clem Onojeghuo / Unsplash)

You probably don’t need telling, but interviews can take place in a number of different formats. The most popular method are through a phone call, a face-to-face interview, or via email.

Each has its pros and cons, so make sure to work out the best method for you and your interviewee in advance. Here’s our take.

JournoLink can help with an on hand list of experts you can call on.

Email Interviews

If you’re tight for time, an interview over email is good for getting your interviewee’s words ready to go in your article. Especially if you just want a quick quote or comment, then it’s definitely the most convenient and it also makes following up a lot easier as things are all written down.

However, emails are time consuming, especially for the people writing the answers. It can mean a lot of back and forth, especially if you’re not quite sure what you’re hoping to get out of them, and leave you feeling frustrated if you’ve got a deadline.

It can also make the interview process a lot less personal and conversational, meaning you won’t get any bonus answers, and the tone won’t feel as natural.

Face To Face

It goes without saying that this is the most engaging way to interview someone, as you can measure their body language and facial expressions, something which is especially helpful when dealing with sensitive topics.

It’s also a great way to build up a relationship with someone, giving them a face behind the person writing their words up.

However, as with all good things, there are drawbacks. Especially in a busy newsroom, or when chatting to someone quite busy, time can be scare and taking an hour out isn’t possible. Think about how sensitive or vital the interview is, and how you could develop the contact.

Phone Calls

And, finally, the middle ground! A phone call is great for building up a story or case study and creating more cues for further questions that might be relevant.

Deciding on a phone call can also save you a lot of time in the long run, as you’re able to schedule and control how long you’re chatting, while letting things flow naturally.

While you might choose to stay on the line with a chatty interviewee, they’re much less chance it will drag on like an unclear email chain.

Have A List Of Key Questions

You will need lots of questions, but not necessarily lots of keys. Image Credit: Minute Key / Unsplash

First and foremost, make sure to have a list of key questions you can refer back to during the interview.

It might sound obvious, but it’s a crucial way of giving your conversation some structure. And, as an aside, you’d be surprised how many journalists just try to wing it.

A endless stream of interviewees on tap…

This content was kindly supported by our partners at JournoLink – and they’re experts at finding the perfect person for your feature.

With a huge range of businesses from award-winning skincare products to game-changing money transfers, sign-up here to find all kinds of experts, for free.

Even if you do end up drifting off on some side tangents, this will also force you to do your research beforehand.

What kinds of things have they talked about before? What’s their career history? Do they have particularly strong views on some things? It’s all stuff that’s easily Google or LinkedIn-able – and will give an extra depth to your piece.

Don’t be afraid to keep referring back to the sheet for structure either – it’s easy for chat to drift and flow during conversation, so make sure you keep your key questions in mind when interviewing.

Ask About Their Backstory

Everyone has a backstory. Ask about theirs. (Image Credit: CreateHerStock)
JournoLink can link you up with expert comment in no time at all

Every person has a backstory. Make sure to ask about theirs.

Some may be more interesting than others, but regardless, it’ll help you to put everything they’re saying in context, as well as helping to build a genuine connections.

Think about both their business backstory and their personal journey, something which often crosses over.

Whether you’re asking them about how they got into the profession or their family history, more often than not you’ll find a gem.

Perhaps your medical expert is a refugee who decided to carry on their family tradition, or maybe was a former banker before changing profession.

Even if it isn’t useful for your current piece, knowing a bit more about them is a useful tool for future pieces and relationship building.

Make It Conversational

Making an intimate environment helps you find out something more interesting. (Image Credit: Jessica Da Rosa / Unsplash)

We’ve all had awkward conversations. Make sure your interview isn’t like that. Taking a conversational tone helps to create a more confessional environment.

JournoLink pride themselves on getting you real interviews

Unlike some PR services, which offer you scripted quotes, JournoLink gives you access to real business owners who’ll have an actual chat with you. What’s more you can try it now, for free.

Here’s how to sign-up and send a request.

It sounds simple, but at at the start of every interview, make sure you take the time to introduce yourself and your publication, as well as what you are looking to write about or research.

By creating a conversational environment, you’re way more likely to find out something more intimate and interesting.

Allow the interviewee to do the majority of the talking and listen hard. Engage in the conversation but do not take lead.

Create Interview Notes

Make sure you find a notebook as good as this one. (Image Credit: Jen Theodore / Unsplash)

And finally, if you’re planning on a face-to-face interview, make sure you keep an accurate recording or notes as to exactly what’s been said. Ideally, both if you can.

If you got shorthand as part of your journalism training, now’s the time to whack it out. While a recording might be more accurate than your note taking, it can take longer to transcribe.

Tools like Otter.ai can help (and are free), but jotting down key points or things of interest can help you navigate your way through an audio file later on.

Similarly, your note book is also able to capture things your phone recorder can’t, such as mannerisms or facial expressions, for example.

Adding expert commentary or case studies to a piece can really help its sense of legitimacy, so make sure you get the most out of your time. If done right, it can do wonders for your article.

This sponsored piece was produced in partnership with JournoLink, a service which helps to seamlessly link journalists with small business experts when they need them.

Featured Image: Bewakoof.com / Unsplash