How to Conduct an Interview Like an Expert

Recently, I’ve been conducting a lot of interviews for the OfficeArrow podcast series. Learning how to conduct a productive interview has been a challenging experience, but now that I’ve gotten the hang of it, I’m using this tool on a regular basis to improve my writing as well.

Interviewing has had a very powerful impact on my work. As a reader, I love stories that involve people. They help illustrate information much more effectively than just facts and statistics. Stories create an elevated sense of drama, a personal connection, and can help the reader visualize otherwise abstract information. Utilizing known experts to supply information has the added benefit of providing an increased level of credibility to your work.

Almost any kind of writing can benefit from tapping into the knowledge, perceptions and experiences of others. In order for this to happen, you must conduct an effective interview. Here are some of the things I’ve learned about the process:

1. Selecting the Right Source

Direct Involvement

Look for individuals who have direct involvement in the event or subject about which you’re writing. They’ll be able to offer personal insight and perspective that can’t be gained simply from research.

Credibility

Seek out individuals who have exceptional qualifications and credentials in the subject-matter you’re writing about. Look for published authors and those who work IN the field. For example, I recently interviewed Bert Decker, Chairman and CEO of Decker Communications and author of five books on communication. Our topic was “Communicating with the Boss.” An undeniable expert in the field of communication, I wanted his guidance and his background.

Relevance

A good source should provide information that is helpful and meaningful to the piece. The interview should add something new and interesting that gives the piece more substance.

Quality over quantity

It’s better to speak with just a few high-quality sources instead of with many sources who don’t provide much of interest. Spend your time wisely and focus on quality.

Look for a story

A high-quality source is interesting. He or she provides a compelling story, perspective, opinion, insight or background.

WIIFM

Remember that everyone wants to know “What’s in it for me?” Some people just want to see their name in print. Others want to promote their business. Still others have a personal agenda - a desire to inform the public about something they feel strongly about.

2. Conducting the Interview

Research the source

Be sure to Google everyone with whom you decide to work. Check out their blog, previous interviews, and books. You want to have confidence in the reputation of the person on whom you’re relying. The more research you do the better questions you’ll ask. This also shows respect for the individual you’re interviewing.

Know what you’re after

Before you sit down for the interview, clarify exactly what information you need the source to provide. Write down your questions and be prepared to probe for real answers. However, be cautious - avoid creating “expectations.” You don’t want to inadvertently push your interviewee into giving you what you want rather than giving you the truth.

Follow up

Even though you should have a good idea of what the source is going to be capable of providing, you want to also keep your ears open for other possible leads. Perhaps your source will lead you in an unexpected direction. If so, go with the flow. You never know what you’ll learn.

Keep it conversational

No one wants to feel interrogated. Stay professional and remember that the more relaxed your source is, the more information he or she will be willing to share. Even if you’re probing for an in-depth investigative piece, it rarely helps to be pushy.

Record it

To make sure you catch everything and to avoid potential mistakes when quoting a source directly, ask if it’s okay to record the interview. A handheld recorder works well for in-person interviews. Over the phone, try using Skype to place the call and Pamela software to record it. Skype is free; Pamela allows a free 30-day trial and is then available for a small one-time fee.

3. Working With What You’ve Learned

Direct quotes

Used appropriately, a direct quote can be powerful. It can add emotion and personal reflection that would not otherwise be obtainable. It’s also a great way to include opinion, when you - as the writer - are looking to only provide facts. For editorial pieces, direct quotes can provide compelling counter-arguments.

Avoid clutter

It’s frustrating, but many interviewees will have little to say. Don’t clutter your writing by including source information that doesn’t add value. Be selective about the quotes you use.

Don’t shoehorn

Sometimes, a high-quality source isn’t the right source for your piece. Don’t force it. If the individual didn’t provide something useful, don’t try to squeeze them in simply because you like who they are or what they’ve said. Again, the interview should add value to the piece. Otherwise, it’s just a distraction.