Part 1: The preparation
There are two types of interviewee a writer needs to prepare for: the professional and the layperson. Each one requires a different approach.
Let’s start with the professional: someone for whom interviews are part of their job (e.g. artists, athletes, politicians, etc.).
There’s a clear hierarchy of interview settings: in-person, video, phone, email. Avoid email interviews whenever possible. They rarely produce anything worthwhile.
Research is the best preparation. Read every interview the person in question has ever given. Just when it feels like you couldn’t possibly read anymore, keep going.
This helps you develop a comprehensive overview of their career, but you’re also learning what to ask and what not to ask…
Reading an interview with someone will naturally spark questions of your own. Make a list of them. But if the person has made certain views or biographical details repeatedly clear, then either find a fresh angle or treat it as material to sum up (where relevant) in the finished article.
Nobody likes having to answer the same questions over and over. It makes people switch off (and makes you look lazy). Thoughtful queries driven by genuine curiosity are what works best.
The mark of a good question is one that can be asked in every situation and produce different answers. Building a stockpile of these will help you navigate any interview scenario.
Once you’ve compiled a list of questions, put them in a cohesive order. This will give the conversation a more natural flow. It’ll also make the finished article feel well-rounded.
Asking random stuff makes it harder to tie everything together later. Questions that don’t fit in (or seem less interesting) should be set aside as “extras” in case you have time to fill at the end.
Part 2: The ins and outs of an interview
An interview should have the feel of a natural conversation as much as possible. Stopping to read questions or check notes has the opposite effect because it disrupts the flow.
The questions are not a script you must stick to. They form the outline of a path to follow. It’s better to have that path mapped out clearly in your head before the interview starts.
Make a pocket-sized version of your questions in shorthand. “What’s your idea of success?” becomes “success”; “What’s the biggest misconception of you?” becomes “misconception”, etc.
Use this shorthand as a flashcard that can be glanced at quickly if you need a reminder.
Be flexible. Diversions are likely (and welcome). If you planned to ask someone about something later in the interview but they bring it up early on, for example, that’s the time to do it. If the interview is about to end unexpectedly, spring straight to the most important question.
Don’t fear silence. There’s no need to simply move on to the next question. Waiting for the interviewee to fill that space can lead to powerful insights.
Keep queries open-ended. Avoid multiple-choice options or ones that can be answered with a yes/no. If an answer needs elaborating, try simply asking “What do you mean?” or “Really?”
Listening closely is hugely important. It will inspire new questions (just like a normal conversation) and the interviewee will see that you’re engaged in what they have to say.
Keep your eye on the time. Get a feel for the rhythm of the interview. It’s normal to get through 15-20 questions in 30 minutes, but it depends on how the interviewee’s responses are paced.
Always show your appreciation for the opportunity – both at the beginning and at the end.
Take note of every sensory detail you can remember (the stuff a microphone won’t catch) immediately after the interview: body language, what they were wearing, the environment, any interruptions, etc. These little things help set the scene and bring your story to life.
Part 3: Interviewing a layperson
The other form of interview you will encounter is with a layperson: someone who may have no experience of interacting with journalists. There are pros and cons to this…
The upshot is there won’t be the same time constraints; there’s no risk of a publicist interfering and they’re not necessarily doing the interview because they have something to promote.
On the other hand, an interview with a layperson requires much more care. Start by putting yourself in their shoes...
Being quoted on a subject (particularly a controversial one) is a high risk/low reward situation for your interviewee. It means trusting a stranger and having no control over the outcome.
If the interview is expected to touch on sensitive issues, like past trauma, it’s of the utmost importance that they don’t feel unfairly represented or exploited. Remind them that they don’t have to answer anything they feel uncomfortable with.
Help them feel at ease from the start. Make some small-talk before asking if you can begin by turning on the recorder.
Be open. Sharing stories of your own experiences helps the interview feel more like a natural conversation. It also gives them a better sense of who they’re talking to.
Towards the end, ask: “Is there anything we didn’t cover that’s worth touching on?” This is an easy way to find any blind spots, but it also gives you an insight into what they care about.
Finally, ask: “Who else do you think I should speak to on this subject?” This can open up a network of opportunities that will enrich your story.
Again, always show your appreciation for the interviewee’s time. Ask if you can send follow-up questions or double-check any facts later. This can be extremely valuable to your story, but it also shows that you’re taking the responsibility seriously.