Not long ago, a writer in a freelance group I belong to posted a question on the group message boards. She had an interview scheduled with a subject who had a reputation for being grouchy and wanted to know how to prepare. It’s a great question. Reporters are thought of as thick-skinned hacks who can take just about anything, and dish it out too. While I’ve know some like that, most aren’t and they’d just as soon avoid confrontation as the next person.
So if you’re not Mike Wallace, how do you ask the hard questions? Here’s my top 10 tips for conducting tough interviews:
- Do your homework. The more information you have, the better prepared you’ll be to ask any kind of question, hard or easy. And it’s easier to steer the conversation back to tough topics when you’ve got your facts down cold.
- Write questions down. In an age when everyone seems pressed for time, it’s not uncommon for interview subjects or their PR handlers to ask for questions in advance. That’s fine, especially since it forces you to prepare. But once you’re talking, don’t feel obliged to stick to the script. When you’ve got a subject comfortable, go with the flow and toss out a couple juicy questions that aren’t on the list.
- Don’t ask “yes” or “no” questions. Don’t give an interview subject the opportunity for monosyllabic answers, otherwise you’ll be stuck with no good quotes. Ask open-ended questions that makes them think, such as “What led you to that decision?” or “How did you solve that problem?” or “What else can you tell me about that?”
- Don’t be afraid to look stupid. What if you have the opposite problem and your subject is a know-it-all who talks in circles all the better to intimidate you? If what they’re saying isn’t obvious to you, it won’t be obvious to your readers either. So swallow your pride and ask, “Can you run that by me again?” or “I’m not sure what you mean by that?” or “Can you explain why?”
- Don’t let a subject off the hook. You ask a question, they won’t answer. Ask a different way. Or ask why they won’t answer. I get this a lot because I interview executives at private companies who don’t want to talk about revenue or other money matters – and if they’re privately held, there’s nothing forcing them to divulge it. Coax it out of them by asking “Can you give me a range?” Or “What do companies in your industry generally charge?” or “How much did sales increase over last year?”
- Get specifics. Don’t be satisfied with pat answers or industry jargon. This is especially true if you’re writing about a field or subject with a language all its own, like business, medicine or technology. If you don’t understand the terminology an interview subject is using, don’t be afraid to ask “Can you explain that for me?” or “I’m not familiar with that term, what does it mean?”
- If you’re pressed for time, front load. If you’ve only got a celebrity or CEO for a couple minutes, cut to the chase. Ask your three or four most important questions right away so you’re sure to get the information that you absolutely positively have to have or your editor will kill you – or your story.
- Play good cop/bad cop. Interview subject not cooperating? Or do you have to ask someone about something they’ve been blamed for or accused of? Start out polite and only get more assertive or aggressive if you need to. In these cases, save hard ball questions for the very end, so you have time to soften them up and they let their guard down. What’s the worst thing that could happen? They refuse to answer or walk out of the interview – at least you got answers to your other questions.
- Circle back. The subject won’t answer a question the first time around. Let it go, move onto your other questions, then come back to it at the end. Approach it by saying, “Now that you’ve had more time to think about it, what did you really want to say about Topic XXX?” or “I’d like you to reconsider talking about XXX.” All they can say is no. Then again, your solid interview skills may lead them to reconsider.
- Psyche yourself up. Football players get pumped for the big game by listening to a pep talk or their favorite up-beat song, praying, jumping up and down or performing some other ritual. Figure out what psyches you up and use it. Then pick up the phone.
How does one get inside information, say on the average number of words in a nytime mag Lives piece. Is there an editor who will talk with a writer about story criteria? Do we need to know someone to get such basic info. How often is a piece selected from the slush file? Do you know where I can get some of these question answered.
Thanks,
Joe-Anne
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I always feel a bit uncomfortable asking a source his or her age. I know that this is just part of the process of gathering information and some of my publications require me to include it in the article. But I also know that this is a sensitive subject for some. Any tips on bringing it up in an interview?
Susan:
Here’s one suggestion – at some point in the interview say, “There are a few facts about you I have to confirm: the exact spelling of your name, your hometown…” and then include biographical, work experience or other fact-type questions you need to confirm. And at the end just say “And what’s your age?” or “And you’re how old?” very matter of factly, like it’s just one more item you’re ticking off of a list. I’d suggest doing this at the end of an interview so you’ve hopefully softened the person up a little and they don’t mind revealing personal details. If you save it for last, don’t forget! Even if you don’t normally write out questions in advance, write that one down, especially if you know your editor wants it.
If a subject objects, just say what you said in your question: “I know some people don’t like discussing it, but my editor wants the information so I have to ask.” If they decline, at least try to get something: 20-something, 30-something, not quite retirement age, post retirement age, etc.
Michelle R.
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As a journalist, I find the idea of you advocating giving sources questions in advance to be completely unethical. You should never allow a source or PR agent to pressure you into submitting questions, it’s a form of prior review and it’s weakening the journalism industry. You should be ashamed.
[...] or talk anonymously is if the editor OK’d it or it the circumstances warranted. And asking tough questions is par for the [...]
I must disagree. I don’t think it’s unethical to tell a source what you want to discuss in an interview, especially if it helps them gather materials or otherwise prepare. Does that mean I have to stick to the points or questions I send them in advance? Of course not. Nor do I advocate always sending questions in advance. And if it’s a question of getting the interview because I submit some talking points, or not getting it because I won’t, I’m happy to play along. And I’ve never had anyone refuse to answer questions because they weren’t included up front.
Michelle R.