We’ve talked before about how journalism skills shift easily into the realm of public relations and marketing. I thought we’d revisit another staple from my previous life, if you don’t mind.
Interviewing. It’s something reporters do almost without thinking. We have to be able to switch into inquisitive gears quickly. And its a useful skill to have.
Here are five key elements to being a good interviewer:
Do your homework – Research. Research. Research. Know your subject and be prepared. Get the who, what, when, why and how out of the way beforehand. Even if you go over some of those areas in the interview, you should already know the answers.
Craft thoughtful questions your subject hasn’t heard before – This will go a long way whether you’re writing a story or conversing with a client. Prove you’ve really thought out the work that lies ahead of you, even before it has begun.
Arrive slightly early or on time and be prepared – Don’t keep your sources waiting and be ready for the interview. Conduct yourself in a professional manner. It goes a long way.
Make everyone feel at home – It doesn’t matter whether you’re on the phone, online or in person, if you can create a feeling of comfort at the start of the interview, you’ll conduct a better interview and foster more trust. When I dealt with delicate subject matters as a reporter, I always felt it was a privilege to be allowed into someone’s home and lives at a difficult time. I still think that way. Trust is earned. And can be easily lost.
Listen, without bias – Let the interview flow. Ask your questions and maybe some you hadn’t thought of as they arise. Be respectful and open.
Once the interview is complete, reporters are charged with representing those sources as accurately as possible to relay the story. In business, the goal may be completing a different kind of assignment, but these rules may still apply. Tell us how client interactions and interviews seem similar or different in your view.
Post by Stephanie Angelyn Casola, director of PR and Marketing at The Urbane Way and @Steph_Urbane on Twitter. At The Urbane Way, we specialize in social media marketing and PR and lifestyle branding. How can we help you?
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