Content is the king of the internet. It is important not only for newspapers
and magazines, but also for online companies. The content is of interest to readers,
increases recognition, forms an image. As a result, you increase your sales.
Interviews are especially important for solving these problems. Readers will be attracted by a conversation with
an expert, the opinion of a famous person about the project or a conversation with the heroes of the events.
In this article, we ll talk about what a win-win interview should be.
Why a hundred posts will lose to one interview
What is an interview? In fact, this is communication with a partner, from
whom you want to receive information. The interview is conducted with a certain
purpose. We are interested in what is happening in a person s life, we want to decide
own question or dream of fruitful cooperation. This requires
learn more about the interlocutor.
Of course, we are used to calling the word “interview”
journalistic genre, a conversation on some topic with a famous person or
an expert. In fact, the ability to interview is one of the most important
life skills that are often unfairly ignored.
We say: “I m not interested in people”, “I m afraid to show myself
stupid “,” I do not know what to talk about with this person “or admit” I
embarrassed by the awkward pauses. ” Disappointed with my own ability to interview,
we say, “We just have nothing to talk about.”
As a result, faceless texts appear on the company s website.
about automated production interspersed with the author s biography. Such
materials may appeal to a narrow audience who is interested in the solution
technical problem or the characteristics of the subject. For example, people need to know
functionality of the gadget, understand the means of virtual protection and find out what a VPN is. Of course, similar
articles are needed. But without interviews, it is impossible to expand the audience.
Link to authority and lively facts
Speaking about the regalia of the interviewee, you confirm
own words. A statement on a topic looks more detailed.
For example, when I was preparing material about Steve Jobs, I turned to the famous
businessman, investor and founder of interactive television DIVAN.TV Andrey Kolodyuk. AND
received a detailed comment on
what a business ecosystem is and why the Steve Jobs empire used
exactly this model. The interview allowed us to raise a topic that without an expert
it is impossible to reveal.
Why do you need an interview? At first, to confirm the numbers and dry data.
British Prime Minister Benjamin Disraeli is credited with
the following phrase: “There are three types of lies: lies, blatant lies and statistics.”
By citing only figures and facts, we risk falling into a trap. The material will be read, but
will not remember. There will be no resonance. In turn, the interview is a lively conversation
with a discussion of issues on the topic of the day – nullifies all suspicions of the audience in
that she is being deceived. And, of course, it provokes further discussion.
Second, in an interview theme
covered more objectively… You are not only talking about theory, but referring
on the personal experience of the interlocutor. Moreover, when it comes to a disputable situation, you
you can give two opinions and let the audience choose who they believe
more. For example, in an article about a new children s trend, the creation of a virtual “friend” called a tulpa,
I turned to a psychologist for a comment. The expert explains by the appearance of a trend
the fact that children have forgotten how to communicate with each other. In order not to submit information
in a purely negative fashion, I interview several children and ask
the question is why they decided to create an imaginary “friend”. Their answers are more
positive. Two points of view appear in the report, and the reader is free to choose
himself, which is closer to him.
Every time we turn to another with a question,
we ask for information or just find out how you are doing, we conduct mini-interviews.
Data without the human factor will seem dry. Therefore, the interview lies in
the basis of any material.
Agree, statistics are important, but without stories about people there will be
look dry. A reportage in which there are no people will go to the furnace. Analytics,
where only numbers are given, similar to an excerpt from a textbook, but not in any way
interesting stuff. For example, in the process of preparing material about modern literature, I participated in the open forum of Oksana Zabuzhko, and her
the comments made the material more alive.
What to talk about in an interview?
People are divided into two types. Some enter the room and seem
say: “Hello, it s me.” Their goal is self-presentation. This is the sin of many
posts on social networks. Although their authors are interesting personalities, people do not care
want to read about themselves. Here the second type appears in the arena – imagine that
when meeting, such a person stretches out his hand to you and says: “Hello, this is
you?” Do you see the difference?
In the first case – self-PR, in the second – elementary
attention to the interlocutor. This is what lies at the heart of the interview. You ask how
I remember a story
narrated by Matvey Ganapolsky. A young journalist asked him about
interview. At that time, he published a book and rightly believed that this is a worthy
information lead for conversation. But she decided to get creative and do
original interview. For half an hour, she asked questions a la “How
would you like to be an animal? ” As a result, Matvey Ganapolsky could not stand it and
asked to call someone more experienced. Another journalist came, said hello
and in fifteen minutes I found out what the book was about, who would be interested in it, what shares
will be held in her support. When the conversation ended, Ganapolsky shook his hand
and thanked for the professionalism.
An interview is, first of all, attention to the interlocutor. O
what would he like to talk to? What s going on in his life now? Than he
is engaged? What area is an expert in? What events could
comment? This is all very important.
Then, the interview is about respecting the needs of the reader. If
your blog is about charitable initiatives, and you have the opportunity
chat with a celebrity, find out if she is doing good. Perhaps she has
charitable foundation? Direct the conversation in this direction, but stipulate this in advance
moment with her PR support.
This interview will give your blog credibility. More
In addition, admirers of the “star” talent, of course, will share this interview with each other
friend and your views will increase. For example, in an interview with a famous actress
Chulpan Khamatova journalists of the “Russian Reporter” publication spoke about the project
helping children with cancer. Such material will attract not only fans of the “star”, but also everyone who is not indifferent to fate.
Another important rule – talk about what is relevant for
your readership. Be sincere, talk about what you care about
you really. These interviews are especially poignant. An example from life.
Before an interview with Irwin Yalom, famous writer and existentialist psychologist,
I have lost a loved one. Collecting my thoughts before the conversation was very
hard. I reread his interviews for foreign publications, but the questions
turned out to be a little clumsy. Then I thought: after all, Irwin Yalom
works within the framework of existentialism, deals with the topic of perception of death, loss,
loneliness and freedom. This is worth talking about. In interviews, I touched on those
topics that worried me at that time, but coincided with the scope of his
activities. The conversation turned out to be very rich and interesting. I received
answers to questions that really tormented me, and the audience –
heartfelt, sincere interview with your favorite author.
Secrets of interviewing
There are three types of interviews.
interview – does not imply open sympathy for the interlocutor. So can
be an expert interview, because the journalist asks neutral questions on the topic and
Aggressive interview used when you want to reveal the negative qualities of the interlocutor. The most
a popular representative of this genre was Oriana Fallaci (journalist from
Italy). For example, she openly stated to R. Khomeini: “In
Iran has no freedom, the revolution has not brought freedom … Today in Iran, many
call you a dictator. Do you like it or does it leave you indifferent? ” Interview
was built in such a way that the leader had to make excuses. In open conflict with
he never joined as a journalist.
interview the goals of the expert and the journalist coincide. Questions are formulated as follows
so that the interviewee can express any thoughts.
So how to communicate to win over
- Be extremely polite;
- Address the interlocutor by name;
- Show that you are familiar with interesting moments in his biography;
- If you managed to find some unknown fact, clarify that you have met such information in the publication, and ask a question if this is true;
- Give quotes from the interviewee from other interviews;
- Create an atmosphere of psychological comfort: if the topic allows, you can joke a little;
- Use the technique of “positive representation”: if you communicate with company representatives, note that the results of employees are at the level; if talking with a cultural figure, emphasize how successful the last album was (film, presentation, speech);
- Explain why an expert opinion is important to your readership, talk about the problems that arise and why they go unanswered. Emphasize that you have turned to the expert opinion of an unconditional professional in your field;
- Be flexible. If the interlocutor gets away from answering, change the topic, and then carefully return to it;
Finally, don t forget to ask follow-up questions. If
the interviewee talks about abstract things like freedom, prosperity,
well-being, full support of citizens, ask what exactly he has
in mind. Remember: the purpose of the interview is specific stories and facts.