HOW TO CONDUCT A

SUCCESSFUL INTERVIEW?
 1. GATHERING INFORMATION

• Gather information from a variety of sources, synthesize/make

sense of it, and disseminate it to others

• -Learn, where to find information for news stories and how to gather that
information.
• -Be professional in your meetings with information sources.

• -Learn the role of visual communication.

• -Use multiple sources.

• -Determine the newsworthiness of story elements.

• -Consider legal issues involved in writing for publication.

 2. The Interview
• ttp://en.wikipedia.org/wiki/Interview
• There are interviews seeking to gather information about a subject.
Such interviews occur only because the subjects have some interest in being
interviewed. There are four main reasons why subjects agree to be
interviewed:
• Ego - The desire to be on television and to have one's opinions aired is a
strong one-to-many. Many people enjoy talking about themselves.
• Publicity - Politicians and celebrities are dependent on publicity for their
success and an interview is free advertising. As such many subjects insist
upon prominent mentions of their latest book or movie in the interview. Such
promotional interviews are frequently required by contracts.
• Money. - The issue of whether reporters should pay for interviews is a
controversial one. Experts are almost always paid, and this is often an important source of
income to them. Most media outlets have rules against paying eyewitnesses for interviews, in part
because this only encourages the fabrication of fraudulent stories in the hopes of being paid. A major
exception to this are some tabloids, especially British tabloids. Other media outlets often wine and
dine sought after subjects and give them other such perks.
• Helpfulness - many subjects agree to an interview simply to help the reporter.
This is true of most eyewitnesses and help explain why many famous
individuals agree to grant interviews for items such as school papers
 Conditions

• Even after an interview has been granted the subject normally imposes
conditions. Almost all interviews have a time limit. The greater the fame and
importance of a subject the more limitations they demand. These includes
subject matters that are off limits, a veto over the final piece, or even a full
list of questions provided in advance. Some politicians, notably Helmut Kohl
(Germany), have avoided giving interviews to the press, whereas many
others consider this a necessary aspect of political campaigning.
 Rules to interviews.
• If a subject declares that what they say is “off the record" a reporter is not
supposed to use such information. If material is ”Background" the material
can be used but its source cannot be mentioned, if it is "deep background"
then the information cannot be used on its own, and can only confirm
information already obtained from another source. A subject may also
declare that their comments should have no "attribution." In such cases the
name of the subject cannot be mentioned, but they should simply be referred
to as "a source in ...".
• These rules are unwritten and in the past reporters have broken them. However if a journalist
published material that was off the record they are unlikely to be able to use that source again.
They are known as a "burnt source." News of such betrayals spreads and a reporter may have
trouble with other sources.
 The tone

• The tone of an interviewer is also important. Tough interviewers that are

honest and forthrightly pose important and difficult questions are appealing
to audiences, but not to subjects. An interviewer that develops a reputation
for such aggressiveness may soon find it difficult to convince subjects to sit
for an interview. A subject that is offended during an interview may put an
early halt to the discussion. Politicians, celebrities, and experts on certain
subjects are frequently interviewed.
• Sometimes interviews are ended early (usually by the interviewee. Well
known investigative journalists can often get interviews only under false
pretenses. Conversely, an interviewer that asks only "soft" questions will
lose the respect of audiences and colleagues.
• The ideal interview is considered to be a face to face one. Most
newspapers order reporters to specifically mention that an interview was
conducted by telephone or e-mail.
 What kinds of questions to ask?
• http://thewritepractice.com/six-ways-to-ask-better-questions-in-interviews /
• 1. Ask about the person’s actions.
• “It depends on the person, but usually I ask them about their specific habits
and practices,” says Jeff Goins. “I’m less interested in what they would write in a
book and more interested in how they try to apply the ideals they write or speak
about.”
• Jeff is trying to get under a person’s rhetoric to see the routines they’ve
cultivated to be successful. If you can get people to describe their actions rather
than their beliefs about themselves, you’ll see a clearer picture of them, one
unmarred by slogans.
• 2. Ask “forward” questions.
• “Never ask, ‘What keeps you up at night?’ Ask ‘What’s going to keep you up
tonight after this interview?’” says Porter.
• “The past, unless your interviewee is relatively unknown, is research-able. Keep in mind
that as much as we all may like our laurels, resting on them is never as interesting as diving
off them into a new pool. The reminiscence interview is never as cool as it sounds.”

• “The ‘What’s the best part of the next thing you’re doing?’
question will engage your subject’s current, forward-looking energy. You get a
more excited interviewee, who wants to tell you what she or he is into.”
 What kinds of questions to ask?

• 3. Ask open-ended questions.

• Morgan’s goal is to get athletes and coaches talking.

• “I try to ask open-ended questions that can’t be answered with a

simple ‘yes’ or ‘no,’” he says. “I also ask people to explain to me certain
aspects. Such as, ‘describe how this team came together this season.’”

• “I also say ‘how’ a lot. For example, ‘How was your first-ever varsity start
at quarterback?’”

• What a cool idea: to get them talking, just write the word “HOW” in bold
letters at the top of your list of questions. Every time you look at it, ask,
“How?”

• “How do you do that? How do you feel about that? How did it go?”
 What kinds of questions to ask?
• 4. Ask dumb questions.
• “Dumb questions are my favorite,” says Marissa Villa. “Today, I asked someone,
‘Um, what does that mean?’ when he used an abbreviation. You can’t be afraid to
ask dumb questions.”
• If you’re confused, don’t move along to the next question. Ask for clarification, even if you
sound stupid. You don’t want to start writing your article and then realize you don’t know
what you’re talking about because you were confused during the interview.
• “It also strokes people’s egos when you tell them they’re the expert and you want
to learn from them,” says Marissa.
• 5. Ask pointed questions and light-hearted questions.
• Try to mix up the tone of your questions. “I try to ask a few pointed questions that
contrarians might ask,” says Jeff. It’s always good to poke a little, as long as you
don’t go too far. “And throw in the occasional light-hearted question for fun,” he
says.
• This is a good way to tailor your interview to your audience.
• 6. Ask short questions and then follow up.
• Don’t try to pack all your questions into one super-mega question. “Instead of
asking a long-winded question,” says Morgan, “split it up into two parts. Follow-up
questions can be key.”
 Freedom of Information
• Law and the Newsgathering Process
• Do journalists have the same freedom to gather as to disseminate news?
• -The press as “persecutor”, rather than “protector of the public interest”. The "hot"
legal questions. Ride-alongs, hidden cameras, secret taping, deceptive practices,
invasion of privacy and so-called persistent or aggressive behavior by journalists
looking for a story have loomed large in lawsuits, legislation and public debate
involving the media during the past year.
• What you say is protected; how you get the information is not
-The degree of constitutional protection accorded newsgathering is held to be
distinct from and lower than that given dissemination, even though we conceive
of the former as a prerequisite to the latter. First Amendment protection extends
to "routine newspaper reporting techniques," but we do not know where routine
ends and extraordinary begins. Nor do we know what degree of protection should
be accorded routine radio or television reporting, particularly through the use of
new technologies.
• Newsgatherers have no right of access to people, places or documents
beyond that granted to the general public, although the Supreme Court has
recognized that journalists are frequently given preferential treatment as public
surrogates.
 Investigative reporting faces a threat
• .
• It is no longer sufficient for reporters to worry about simply getting the facts
straight (thus avoiding libel suits, for example). They must also ponder how
legislatures, judges and juries will evaluate their methods of gathering the
news.
• Witness the ABC/Food Lion case. CBS's decision to pull a 60 Minutes interview
with a former Brown & Williamson Tobacco Corporation vice president. The lawsuit
brought by U.S. Healthcare executives against Inside Edition. The California lawsuit
brought by the victim of an automobile accident following the television broadcast of
her rescue. Anti-paparazzi legislation on both the state and federal levels. The focus
on privacy concerns.
• Consider, for example, the impact uncertain law and heightened scrutiny
of newsgathering techniques may be having on investigative reporting,
which plays a valuable role in exposing societal ills and advancing reform.
Suppose your investigative reporter has discovered reliable evidence that
an elected representative is accepting bribes. May the reporter impersonate
a lobbyist to investigate this claim? Record the activity using a telephoto
lens or high-powered mike? What if your news organization believes that a
private business is acting in a way that threatens the public health or
safety? Do you have your reporter misrepresent his or her true status,
obtain entry, and record behavior using a hidden camera? Are these
legitimate or routine newsgathering techniques? And if you didn't use these
techniques, would the story be told?
• Newsgathering
• How to make my copy “newsworthy”?

• .
 Freedom of Information
• Law and the Newsgathering Process
Do journalists have the same freedom to gather as to disseminate news?
• -The press as “persecutor”, rather than “protector of the public interest”. The
"hot" legal questions. Ride-alongs, hidden cameras, secret taping, deceptive
practices, invasion of privacy and so-called persistent or aggressive behavior
by journalists looking for a story have loomed large in lawsuits, legislation and
public debate involving the media during the past year.

• What you say is protected; how you get the information is not
The degree of constitutional protection accorded newsgathering is held to
be distinct from and lower than that given dissemination, even though we
conceive of the former as a prerequisite to the latter. First Amendment
protection extends to "routine newspaper reporting techniques," but we do
not know where routine ends and extraordinary begins. Nor do we know what
degree of protection should be accorded routine radio or television reporting,
particularly through the use of new technologies.
• Newsgatherers have no right of access to people, places or documents
beyond that granted to the general public, although the Supreme Court has
recognized that journalists are frequently given preferential treatment as
public surrogates.
 Investigative reporting faces a threat
• It is no longer sufficient for reporters to worry about simply getting the facts
straight (thus avoiding libel suits, for example). They must also ponder how
legislatures, judges and juries will evaluate their methods of gathering the
news.
• Witness the ABC/Food Lion case. CBS's decision to pull a 60 Minutes interview
with a former Brown & Williamson Tobacco Corporation vice president. The lawsuit
brought by U.S. Healthcare executives against Inside Edition. The California lawsuit
brought by the victim of an automobile accident following the television broadcast of
her rescue. Anti-paparazzi legislation on both the state and federal levels. The focus
on privacy concerns.
• Consider, for example, the impact uncertain law and heightened scrutiny
of newsgathering techniques may be having on investigative reporting,
which plays a valuable role in exposing societal ills and advancing reform.
Suppose your investigative reporter has discovered reliable evidence that
an elected representative is accepting bribes. May the reporter impersonate
a lobbyist to investigate this claim? Record the activity using a telephoto
lens or high-powered mike? What if your news organization believes that a
private business is acting in a way that threatens the public health or
safety? Do you have your reporter misrepresent his or her true status, obtain entry, and record
behavior using a hidden camera? Are these legitimate or routine newsgathering techniques? And
if you didn't use these techniques, would the story be told?
• Although the discovery and airing of the information alluded to above would be
socially beneficial, constitutional law affords the reporter little protection if, regardless
of the truth of the story, the elected representative, for example, sues under now
more commonly invoked theories of liability, such as intrusion. Consequently, the
investigative reporter attempting to determine whether to use certain means of
acquiring news must look to tort law for answers that constitutional law does not
provide.

• When does reporting become invasion of privacy?

Because the line between protected newsgathering and tortious newsgathering is
difficult to draw, journalists are forced to engage in a dangerous guessing game. And
media lawyers are increasingly giving out conservative advice. With the threat of
liability looming large, a reporter is likely to steer away from arguably nonroutine
newsgathering methods such as impersonation or surreptitious recording and to
engage in rational self-censorship even in cases where his conduct would ultimately
be lawful and would produce valuable information.
• . In these legal battles, we should fight for a vigorous press that is free to conduct
responsible investigations of newsworthy stories with a constitutional shield of some
meaningful dimension.

•
 The 15 most powerful copywriting rules :

•
1. Prepare, prepare, prepare
What is your message? What response are you expecting?

The most successful writers always think before they write. It is vital that
you ask yourself the questions above. .

2. Create a riveting and benefit-laden headline

• The headline must contain a benefit and a relevance to the reader. On

average, five times as many people read the headline, than read the body
copy.

Therefore it is a golden rule that the idea must be in the headline, not
merely in the copy. So, if you have news to tell, don't bury it in your body
copy, which nine out of ten people won't read. Fire your biggest gun first.
• 3. AIDCA

• -Attention,
• -Interest,
• -Desire,
• -Action.
• -Credibility
•
4. Recognize the enormous importance of the first paragraph

• The first paragraph must carry on in the same positive vein as the headline
and/or envelope copy.

Remember that the reader will not remain with you unless your first and
second paragraphs hold the attention and interest your headline and layout
have aroused. And if you ask a question in the headline, answer it fast in
the first paragraph, or you will lose the reader right there.

The benefit in the headline must be substantiated, enhanced and

expanded if possible, in the first two paragraphs. This is where the
experienced writer starts to take control of the situation.
• 5. Use simple but effective words

• …Use everyday words, words that people recognize and are comfortable
with. Words that flow easily and have a natural rhythm.

Don't try to be smart or show off with your copy. No one is interested in
how clever you are. 'New usage offends many ears. Established usage
offends no one'. Also try to understand the type of person you are writing to.
Write to one person from that group and your copy will speak to all the
people in that group.

6. Focus on your essential message

• The reader are interested in your central message.

7. Right balance of emotional and intellectual words

• Emotional reasons play a role in the readers.

• 8. If you want to sell something: Recognize the five basic objections
your readers will have and address them

• 1. I don't believe you.

2. I don't need it.
3. I don't have enough time.
4. I don't have enough money.
5. It won't work for me.

9. Make sure your copy believes in itself

I call this 'making the words connect to the eyes'. It is so important in this
sceptical world that your copy has energy, belief and that wonderful word -
verisimilitude - the appearance of truth.
•
The reader only wants an excuse to stop reading. In fact, they are looking
for one all the time. Don't give it to them.

10. Understand that good layout and type will support and help copy

• Your words are important. But the use of the correct graphics, fonts, and
layouts can greatly assist you in understanding your message.
Correct typography helps people to read your copy, whilst bad typography
prevents them from doing so.
• 11. Use proven techniques to attract

• You have to keep the reader reading any way you can. Sub-heads, bullet
points and indents all work. The effective use of subheads is essential.
A lot of readers, although attracted and intrigued by the headline, can be turned
off by the sight of long body copy.

A subhead will give them an idea of what the body copy is saying, and can be
a short cut to getting a pretty speedy overview of what the letter is all about.

Subheads make it easier and more inviting for the reader to keep going down
through more of the body matter of a letter. The first couple of subheads should
be powerful and interesting and support the headline.

Tests have shown that two short opening paragraphs and then your first
subhead is a recommended route.
• 12. Specifics, not generalities

• '75.6%' is significantly more effective than 'over 75%'. The reason is

simple. 75.6% is so specific it makes it more believable. Your reader will be
sceptical. He wants to disbelieve you. The more you can do in your copy to
counteract this and win the reader over, will give you a fighting chance.

• And, when you think about it, those percentages are available anyway.
Most use 'over 75%' and similar phrases, simply because they are lazy.

13. Use words that have magic

• Use words that are proven in getting attention. But use them wisely. If
you just string these words together, they are ineffective. But weave them
into your copy, along with the essential facts and copy techniques described
earlier, and they become very powerful indeed:

• 14. Test ruthlessly

• People think testing is research. Nothing is farther from the truth. Research
is theoretical, not actual. Research is opinion, information, preferences, etc.
•
15. Study Successful Copy
Study the best writers. There are books available showcasing the most
successful letters ever written. Treat yourself to some.

Read selected letters out loud. You will know instantly why they worked.

Write out some letters word-for-word in your own hand to get a feel for its
rhythm. You'll find this is an interesting exercise.

Remember that the best writers study the business. The best writers
study words.

Great copy comes from people who pay enormous attention to detail.
Great copy comes from people who think beyond the words…
• The Elements of Journalism

• Journalism's first obligation is to the truth.

• Its first loyalty is to the citizens.
• Its essence is discipline of verification.
• Its practitioners must maintain an independence from those they cover.
• It must serve as an independent monitor of power.
• It must provide a forum for public criticism and compromise.
• It must strive to make the significant interesting, and relevant.
• It must keep the news comprehensive and proportional.
• Its practitioners must be allowed to exercise their personal conscience.
• It must observe the the rights and responsibilities of citizens.
•
• http://en.wikipedia.org/wiki/Journalism