Early in her writing career, Jessica McCann was given the opportunity of a lifetime: An interview with U.S. Supreme Court Justice Sandra Day O’Connor.
“I was a bit star-struck to be speaking with such a powerful woman in America’s history,” recalls McCann, an Arizona-based writer and author of All Different Kinds of Free.
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During the phone interview, she wound up saying something that seemed to cause O’Connor to clam up___shortly after, all she got was short answers and plenty of silence. “It was a disaster,” adds McCann.
McCann faced an issue that many reporters deal with: interviewing a prominent individual or celebrity. Dealing with this kind of situation goes beyond calming your own nerves. To nail a sit-down with an important person and still churn out a top notch report, there are certain things even the most seasoned journalist must consider.
Doing your homework
Let’s face it: well-known people typically get asked the same questions over and over. Celebrities, in particular, often grant interviews during press junkets or a media tour, which means every other reporter will likely have the same information about the project that you do. If you want to get more than the cliche “this is my most personal album” answer from a musician or the “everyone on the set was like a family” quote from a TV star, you must do some digging beforehand in order to stand out.
Veteran music journalist and filmmaker Nelson George summed it up this way: “Try not to ask the same questions they’ve been asked a million times. That’s a good start. Some things are inevitable, but if you’ve got to ask it, ask it in a different way. So it’s always about trying to find an angle that’s different. One of the most important things is to know their body of work. Artists love it when you know about not the hit records or the hit books or the hit movies, but the things that weren’t as successful. Be aware of their complete body of work.”
Kenneth Miller, a seasoned journalist who has written for Time, says the key to a good discussion with a well-known subject — or anyone, for that matter — is to learn about him or her, and what they do.
“That helps establish a rapport from the get-go,” he says. “The celeb is usually grateful that I’ve bothered to do my homework___many reporters don’t, apparently.”
When Jane Hodges, a Seattle business journalist and author was interviewing the CEO of a real estate investment trust recently, she took the time to research the company.
“People appreciate it if you’ve done your homework and if you can speak to them in the acronyms and lingo of their business. It makes them feel confident that you’ll use the material in context and that they can share juicier things with you,” she explains.
| “First and foremost, she’s a human being. It’s critical to relate to her on that basic level, person to person, rather than gush and fawn like an idiot.” |
Breaking the ice
Understandably, a high-profile interview can present some jitters; so many journalists try to warm up the atmosphere before diving in with hard-hitting questions.
“Offering up a compliment or two is a great way to break the ice and get the interview subject to open up, as long as compliments are sincere,” says McCann. Just don’t overdo it, she advises.
I once stumbled over my words with Maroon 5 front man Adam Levine and wound up telling him he had mastered the “f***-you song” since many of his tunes incorporate feelings of anger. But Levine wasn’t miffed. He seemed to take the gaffe as a compliment and a sign that I was approachable.
But is it a good idea for reporters to disclose their admiration to an interview subject?
“Why not?” asks Vincent Schilling, a freelance journalist. When he interviewed Wayne Newton, he let the singer know that he was a fan of Mr. Las Vegas. “Sure, there is a gray line between idol worship and professional, but my job is fun. Being a stick in the mud stinks.” He says saying something pleasant or joking a bit in a lighthearted manner helps break down some walls, which can lead to a great discussion.
Broaching the difficult topics
A solid handshake or some chitchat can go a long way to enable the subject to feel comfortable with you. But before you begin saying or doing anything, it’s important to develop and sequence your questions in a way that allows your interviewee to open up and deliver the answers you need.
In the event that you have to ask questions of a sensitive nature, Hodges says to talk about other topics first if possible. But when you do have to ask about a scandal or other touchy subject, distance yourself so the question is posed in way that shows you are not personally interested, but are simply gathering information.
“I say things like, ‘Well, I do have to ask you about what’s happening with___fill in the blank. I know that’s probably not a pleasant topic for you, but as part of the story I’m doing I need to address that with you. Others have said [this and that], but what do you have to say?'” Hodges offers.
Schilling says honesty is best, and he lets his subject know that they can speak off the record. “I will honor it,” he adds.
Brad Holbrook, a former journalist who makes promotional videos for actors at ActorIntro.com, once interviewed the CEO of an oil company after its oil well exploded and killed several employees. “I had to spend the first 15 minutes of the interview chatting about his favorite football team just to establish a sense of trust between us,” notes Holbrook. After the pleasantries were exchanged, Holbrook said the CEO was much less guarded.
Working with publicists
Sometimes no matter how thoroughly you prepare, it’s not you or the newsmaker who poses obstacles to information, but his gatekeeper. Managing a relationship with a publicist can be tricky: he’s there to protect his client and will likely tell you how long you have for the interview and what subjects to stay away from. In some cases, he may tell you that something his client said cannot be used in the article.
| “If you’re interviewing a star involved in a scandal so big that you’d be remiss not to ask about it, you have to ask. The worst you can be told is no.” |
But remember that you’re there to get quotes and facts for your story, regardless of how the interview subject may feel. “Publicists can control access to a person, but they can’t make you strike from the record things that the source or expert has already shared with you,” notes Hodges.
Heather Larson, a writer and on-air personality based in Kansas, says working with a publicist is imperative to secure current and future interviews. If the publicist asks you not to talk about a topic with his client you can still turn around and ask the question anyway. But consider that relationship gone if you do, she says.
“If you’re interviewing a star involved in a scandal so big that you’d be remiss not to ask about it, you have to ask. The worst you can be told is no,” she says.
McCann says it’s better to keep your word if you tell the publicist you won’t touch on a topic. “Don’t make empty promises only to land the interview. It will come back to bite you. Publicists talk to one another, and if you get a reputation for being deceitful, it will hurt your chances of landing high-profile interviews in the future.”
Sometimes, a publicist simply may not grant you access to the person he represents.
In that situation, Hodges says you can always say that without hearing from the client, you have to resort to speaking to other people about the topic. “Tell the publicist that you’d rather let the source speak for him/herself than let others gossip,” she adds.
Whether you are nervous about bringing up a celebrity’s stint in rehab, can’t stand the politician you have to write an expose on, or simply blush when you get to interview the singer of your favorite band, being a journalist isn’t always easy.
McCann says the most valuable takeaway she learned from her flub with Chief Justice O’Connor was not to put an interview subject on a pedestal. “First and foremost, she’s a human being. It’s critical to relate to her on that basic level, person to person, rather than gush and fawn like an idiot.”
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Kristen Fischer is a Certified Professional Resume Writer (CPRW) living at the Jersey Shore. Find out more about her by visiting www.kristenfischer.com.
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