{"id":2046,"date":"2010-04-07T05:00:51","date_gmt":"2010-04-07T12:00:51","guid":{"rendered":"http:\/\/gillin.com\/blog\/?p=2046"},"modified":"2010-05-15T15:34:03","modified_gmt":"2010-05-15T22:34:03","slug":"how-to-conduct-a-great-interview-part-1","status":"publish","type":"post","link":"https:\/\/gillin.com\/blog\/2010\/04\/how-to-conduct-a-great-interview-part-1\/","title":{"rendered":"How to Conduct a Great Interview, Part 1"},"content":{"rendered":"

\"\"<\/a>My last couple of newsletters have been pretty high level, so I thought I would come back to earth and devote the next couple of issues to something a little more practical: how to conduct a successful interview.<\/p>\n<\/p>\n

I\u2019ve probably conducted 4,000 to 5,000 interviews in my 30 years as a journalist and have learned a few tips for making them go smoothly. For many people, interviews are intimidating and scary but they don\u2019t have to be.<\/p>\n<\/p>\n

Interviews are one of the most popular ways to generate content for a blog and they have the secondary benefit of establishing relationships with people who can raise visibility and awareness. When you interview prominent people, they often link back to your site and provide a nice little boost in traffic. Interviews are a great way to get a social media effort off the ground. Here\u2019s how to get started.<\/p>\n<\/p>\n

Be Prepared<\/strong> \u2013 This is interviewing 101. Preparation has several beneficial effects. Not only does it enable you to ask better questions, but it\u2019s a sign of courtesy and respect for the guest. Spend 15 minutes on a relevant website to come up to speed on your subject. It really shouldn\u2019t take longer than that for a basic interview. Then integrate the information you find there into your questions. Your guest will be more cooperative and forthcoming as a result; I guarantee it.<\/p>\n<\/p>\n

Learn Something Personal<\/strong> \u2013 The Web is a wonderful tool for researching people as well as companies. Between public profiles and Twitter feeds, you can learn all kinds of interesting things about a person\u2019s hobbies, history and passions. Use this information as an icebreaker: \u201cI understand you backpacked across America. I\u2019ve always wanted to do that.\u201d This gets people talking about something that really invigorates them. The rest of the session will be more relaxed as a result.<\/p>\n<\/p>\n

Flatter Your Subject<\/strong> \u2013 There\u2019s no faster way to get a subject to warm to you than to share a statement like \u201cI absolutely loved your book.\u201d If the setting is somewhat confrontational, a little compliment at the front can diffuse the tension. You don\u2019t need to be disingenuous; chances are you can find something to admire even if you don\u2019t agree with the person<\/p>\n<\/p>\n

You Don\u2019t Have To Read the Whole Book<\/strong> \u2013 Authors are popular interview subjects because they\u2019re willing and available. You should make it a point to read at least some of their work, but there\u2019s no reason you have to read it all. I find that scanning the table of contents, reading the introduction and skimming the first couple of chapters will usually tell you most of what you need to know about a business book. That should take you no more than a half-hour. Business books tend to be repetitive, anyway, so the good stuff is usually at the front.<\/p>\n<\/p>\n

Prepare Questions but Be Ready To Discard Them \u2013 <\/strong>We\u2019ve all heard those painful interviews in which a novice questioner insists on reading through a list of prepared questions regardless of what the subject says. This creates a disjointed and awkward conversation. You should absolutely prepare questions, but use them as notes to make sure you hit on important subjects or use them to restart the conversation when you hit a dead end. Mark the ones that you absolutely need to ask, but don\u2019t make the questions \u00a0a goal. Following up, redirecting and exploring new paths are the essence of good conversation. The same goes for an interview.<\/p>\n<\/p>\n

One question that stirs some debate is whether subjects should be allowed to see questions before an interview. If the meeting isn\u2019t confrontational and the speaker is uncomfortable, I say sure. However, public figures and experienced executives shouldn\u2019t need this nicety. If you do provide questions in advance, be sure to note that you intend to take the conversation in whatever direction you need. Never promise to stick only to the prepared list.<\/p>\n<\/p>\n

Be Interested<\/strong> \u2013 This is the most important bit of advice I can offer. The person you\u2019re interviewing is probably passionate about the subject matter. The more you can channel that interest, the more forthcoming your subject will be. Even if the topic doesn\u2019t rivet you, pretend it does. Lean forward in your chair, look the subject in the eye and nod occasionally to show that you are following the conversation. Laugh or show pain at appropriate points the discussion. If conducting the interview by phone, an occasional \u201cMmm-hmmm\u201d confirms that you\u2019re there and engaged.<\/p>\n<\/p>\n

Restate and Confirm<\/strong> \u2013 If you\u2019ve ever taken a course in active listening, you know the value of this technique. Tell the person what you believe you just heard him say. This shows that you\u2019re listening and avoids problems that stem from misinterpretation. If you can restate the message more succinctly than your subject, ask if you can attribute your words to him. Usually, people are happy to be edited in this way.<\/p>\n<\/p>\n

Lob A Few Softballs \u2013 <\/strong>if you dive right into the heavy stuff, you risk putting your subject on the defensive and derailing the interview. Start off with some easy questions: \u201cTell me about your background,\u201d or \u201cHow did you get into this line of work to begin with?\u201d Smalltalk works in social settings and the same goes for formal interviews.<\/p>\n<\/p>\n

In my next entry, I\u2019ll go into more details about how to guide the course of an interview and handle problems. Meanwhile, share your advice for how to prepare and start an interview below. If you can link to some particularly well structured interviews that you or others have published, so much the better. Meanwhile, if you want to see how badly an interview can go, check out this video clip from an old Bob Newhart show. It’s one of my favorites.<\/p>\n