What do you do when the one person you need to talk to for a piece doesn’t feel like being chatty? What’s the difference between a writer being friendly and persuasive vs. being obnoxious? I asked my reporter source, Tom Zoellner, mb instructor and author of the forthcoming book The Heartless Stone, on what he teaches his students. He shared some advice with me.
Build confidence in your sources by learning as much as you can about them and their organization before the interview.
Always try to meet confidential sources in a place far away from their office. Coffee shops work very well, because they’re bright, cheerful and anonymous. If the source is really paranoid, a parking garage is not a bad option either — clichés nonwithstanding.
Make the inside source confident that their anonymity will be protected. It helps if you can show you’ve done these kinds of stories before.
Looking for sources within an unhappy organization? Warning: Try this trick ONLY if your hand has already been tipped, i.e., the management knows you’re doing the story, because what you do here is guaranteed to get back to them. If you can get hold of one person’s phone number within the organization — say it’s 867-5309 – try dialing the numbers up and down from it – i.e., 867-5310 and 867-5308 – to reach some random colleagues. When they answer, introduce yourself in your friendliest voice and say: “Just hear me out on this before we hang up. I’d really like to talk to you about XYZ and you can stay completely anonymous. Even a point in the right direction would be a huge help….etc.” The longer you keep them on the phone, the more comfortable you’ll make them feel.
A more discreet way to do this, (but one that will still probably tip your hand to management, and it’s more time-consuming, too) is to find the after-work bar where some of the staff goes for happy hour. You can find this bar by canvassing nearby establishments and asking the bartenders, “Hey, any people from the Acme Company ever come here after work?” Become a semi-regular and start saddling up to strangers. Keep the drinks coming to them once they start talking. In Vino Veritas.
Try to obtain a company phone directory from a source within. This will not only give you work numbers, it’s a handy list of titles, and occasionally some home numbers.
Gentle appeals to make to reluctant sources are: 1) The public’s right to know, 2) the subject’s desire to expose wrongdoing in their own organization, 3) The subject’s desire to embarrass somebody (although you should NEVER say this is what you yourself are out to do – this could get you in serious trouble. See the Ethics and Legalities tipsheet for more information). 4) The subject’s desire to see the story told right. Say something like, “I really need you to help me get the truth out.” 5) If you feel brave, try quoting the British statesman Edmund Burke: “The only thing necessary for evil to prosper is for good men to do nothing.”
If the reluctant source happens to be a subject of the story, emphasize that you are interested in giving them a fair shake. Mean it.
You could also say something like, “Your side of this is important. Don’t you want your point of view represented in this account?”
Act surprised he doesn’t want to talk. Let your tone of voice tell him this is very strange behavior. “Are you really sure you want this story to run without putting in your two cents?”
When seeking a final interview with the subject of an unflattering story, make it clear that their non-participation or a “no comment” will not stop you from doing the story. Always proceed with the assumption that the story is going to run.
Is he still dodging you? Try showing up on his home doorstep in the evening. Or call his office from a nearby pay phone and ask for him without identifying yourself. Once you’ve established that he’s in, head up to his office. Or wait outside the building. Approach with friendliness, but determination.
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