The Right Attitude Pays When Interviewing Sources

Folio: The Magazine for Magazine Management, Oct, 2000

The success of an interview is determined in part by how well the interviewer projects. Walking into your subject's office confident, enthusiastic and positive sets the right tone for an interview, says John Brady, author of The Craft of Interviewing, which explains interviewing techniques for journalists.

Opening remarks, says Brady, set the mood. Hold back on humor, because many subjects take the business of being interviewed very seriously. Credibility is inferred by a sense of organization. If you are looking for a pencil, fumbling with the tape recorder or taking notes on the back of a laundry bill, you lose credibility on the job. Give the subject a feeling of "audience centeredness," that is, says Brady, allow him to infer from your attitude that you are more concerned about understanding him than you are about your own needs. Try to eliminate barriers. Sitting at opposite ends of a couch is less confrontational than staring at each other from across a desk. Keep notes to a minimum and don't read quest ions unless you have to. Don't speak too fast. If you speak more slowly than usual, your subject will be more at ease. In general, the more animated your facial expression, the easier it is to prod answers from your subject. Maintain eye contact and smile whenever it seems appropriate. Following this simple advice will help journalists return to the office with better copy.