Blake Snow

because triumphant companies need better stories

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How I interview people for information

I’ve had several discussions this past week on the best way to interview someone in the name of journalism. Here are my thoughts, methodologies, and best practices when trying to extract pertinent information from key individuals.

  1. Realize you’re interviewing a human being with feelings. It’s imperative that you are courteous and respectful even if you completely disagree with the person or they have a tendency to spin everything (spin frustrates accurate information, so that can be discouraging, I know).
  2. Ask straightforward questions without context when possible, e.g. “Why did X happen?” as oppossed to “Given blah, blah, blah, and yada, yada, yada, why did X happen?” When you must use context, be sure to be as objective as possible when prepping the question.
  3. Be fair. I know an individual that walked straight up to a Sony executive and asked him outright if the executive thought his employer was arrogant. The executive scoffed at the question and immediately walked away leaving the reporter with nothing more than an eye roll to report on. Bad idea. Bad approach. And definitely not fair. Even if someone shows heavy signs of what you’d like to reveal, you have to come at those questions sideways like, “What do you think about X?” in which the interviewee will most likely make known your hypothesis to be true.
  4. No hints! When reporting, please don’t drop sparky hints. You’re readers aren’t retarded, and collectively they are much smarter than you. When it comes to straight news, just report what happened piecing together the story in chronological order while distilling information in inverted pyramid form so readers can ditch a story when they like.
  5. View the interviewee as an asset. Remember that the interviewee has information you want access to. Use tact in getting said information so your audience can make an informed decision.

Anyone else have thoughts on interviewing for information? Comment if you got ‘em.