 |
Call us on 01733 891 860 (UK) or use this contact form |
 |
|
|
|||
|
 |
Moving communication campaigns into action |
|
|||
|
|
|
Ten techniques to use when holding interviews to gather information before writing Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. A common task for anyone involved in marketing communications is to interview someone in order to gather information. In particular, we might interview colleagues or clients in order to write newsletter articles, case studies or other promotional material. Over the years I have carried out hundreds of interviews to help me write all kinds of marketing items. Along the way I have made a lot of mistakes but also found out what works best in terms of efficiency and speed. So here's my mini-guide to conducting successful interviews at the start of your writing process: 1. Start in the right way. Be on time - if you are running even a couple of minutes late ring ahead to let your interviewee know. Be positive - if you are interviewing in person, walk into your interviewee's office confident, enthusiastic and positive to set the right tone. Be prepared - do some background reading before the interview. And don't fumble for a pencil or find that your tape recorder batteries are flat! Be interested - show that you are genuinely interested in what your interviewee has to say. 2. Clarify the purpose of the article with the person you are interviewing. Make sure the interviewee knows what you are trying to achieve. It's also often a good idea to start by asking your interviewee: "What sort of person should this piece be aimed at?". This will focus the interviewee's mind (and yours) on covering issues that will be of interest to readers. 3. Ask 'open' questions. As you probably know, these start with who, what, why, when, where and how. They are useful when encouraging your interviewee to talk freely. 4. Get the interviewee to talk for as long as possible (within reason). Don't worry about getting word-for-word content from your interviewees. Just encourage them to talk about the subject. The more they say, the better the chance that you will gather useful content. But do step in and move them on to new subjects once they start over-complicating things or repeating themselves. 5. Get them to expand on the most interesting points. It might be better to focus on one or two points in some detail rather than trying to cover everything. 6. Listen! Listen carefully to what the interviewee is saying and demonstrate that you are listening. 7. Take action if it isn't going well. If you are not getting the information you need, politely but assertively tell your interviewee. For example: "I really appreciate the time you are giving me for this, but I'm not sure that we are covering the information I need. I was hoping that you could tell me about . . ." 8. Get your facts straight. If you don't understand something, ask for clarification there and then. Check spellings of any unusual names or technical things. This will save a lot of time later on. 9. Finish on a high. Be sure to thank your interviewee. 10. Tell them what will happen next. For example, you might let them know that you will now write a first draft article for their comments or approval - and tell them when they can expect to receive it. Make sure they will be around to look at the draft when you intend sending it to them. Copyright 2005 Richard Groom |