The Art of the Interview

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In the last newsletter, we discussed different types of interviews to use to get good quotes for press releases.  Whichever type you choose, you must first telephone to set it up.  Don’t ever put the interviewee on the spot by calling and interviewing without a previous appointment, unless the subject suggests it and prefers it.  When you call and speak to the subject or an assistant, suggest dates and times that would be convenient, based on your own schedule but respecting that of the interviewee’s.  Give the approximate time it will take, preferably not longer than 15 or 20 minutes.  Try and make it a telephone interview unless you need or want to see the interviewee in his or her business setting.  A telephone interview takes much less time and is basically more efficient than the in-person interview.

Whether or not you use a tape recorder, it’s a good idea to take notes as well.  Technology is wonderful, but sometimes it breaks down.  Don’t rely totally on your memory either.  We prefer note taking to tape-recording and only use the recorded interview for clearing up any questions or if notes are illegible.  (write neat!)

The most difficult problem with an interview is not, as popularly thought, getting the subject to talk, but getting the subject to stop talking!  Seriously, just about everybody likes to talk about themselves and their business, hobby or pastime.  Once you get into their interests, they usually can talk non-stop for hours.  Not all will but some will.  Be prepared ahead for this problem should it occur.  Set your stopwatch or clock for the length of time you allotted for the interview.  When it goes off, explain you must stop as you have another appointment.  Most people will respect this.

With this in mind, get to the meat of the interview first.  Ask the big questions first and help the subject stay on track by repeating the question, if necessary.  Don’t allow the subject to drift off into other areas.  Always keep the prime question on the table and keep coming back to it if necessary.  As you come to the end of the interview, tell the subject that you have just one more question.  That alerts him or her to the fact that you are winding up the interview and gives the subject a chance to elaborate on the last question.

Be friendly and polite but be decisive in getting the information you need.  Thank the interviewee and ask if you may call again if necessary to clarify anything.  A hand-written thank-you note or even e-mail is a nice follow-up to the interview.  After all, the person gave you his or her time and you may need it again.