Interviews are one of the most important elements to a strong story, whether it’s for the news or for public relations purposes. Quotes from sources can insert credibility, emotion and even serve as a primary source.
A good interview is in the hands of the reporter. Interviewers must prepare well and ensure that any background research has been completed. It is always a good look to an interviewee when the reporter establishes that they have done research on the basic facts, and then ask questions based on what has already been revealed to them. Research can include visiting the individual’s social media, reading any news stories that they appear in, or searching for other press releases where they are mentioned.
Conducting a good interview requires two important actions: being willing to go slightly off course and asking open ended questions. As an interviewer, you should prepare a list of questions, but not be afraid to let the conversation take you in a different direction. This is where you will find some of your best material. Asking open-ended questions is also critical to generate more engaging responses and open up the door for more questions.
With modern technology, online interviews are a more sustainable option. Email, in particular, can be a method of receiving a quote on a matter, however, it needs to be done properly. When using email as a method of communication, it is important to not bombard your source with a large array of questions. Between one and five questions is acceptable for an email interview.
When crafting an email, be sure to introduce yourself as well as what organization you are writing on behalf of, explain the purpose of the interview question, and then be sure to state the question in a way that allows them to answer open-endedly.
Below, I’ve attached a great example email to send to a source.
