Your Marketing Toolkit
Wondering how to interview someone like a journalist?
Interviewing is an art — whether you’re gathering quotes for a tourism feature, writing a nonprofit success story or spotlighting someone in your community. And no one knows that better than Marge Swayne.
Before joining Letterpress as a copywriter, Marge spent 31 years writing feature stories, perfecting how to interview someone for an article and capturing the voices of rural communities across Virginia. From local leaders and farmers to entrepreneurs and artists, she’s interviewed thousands of people — always making them feel comfortable while drawing out the details that help stories shine. Her award-winning work has been recognized by Virginia Professional Communicators.
Now Marge is sharing her “3 Rs” for getting the best story every time — a simple, effective approach that will help you tell stories that truly connect.
Marge’s “3 Rs” of Interviewing
Interview Tip #1: Research
Start by learning all you can:
- Google the subject of the story (person or business) and check out all the listings. Articles from other publications are useful and yield details to include in an interview.
- Be sure to find out what needs to be included in the story. Do you need financial data or information about what made the business a success? Do you need dates or names?
- Write out interview questions and needed information, then attach them inside your notebook (a bifold notebook works well).
Research builds confidence — you’ve done the homework, and you’re prepared!
“Learn to listen. It helps you find out what’s important to the person you’re interviewing — and invariably leads to a superior story!”
– Marge Swayne
Interview Tip #2: Relax
An interview isn’t an inquisition!
- Set the stage with small talk. For instance: “I love your display window — did you design it?” Once your interview becomes a conversation, better comments and quotes will follow.
- Learn to listen. It helps you find out what’s important to the person you’re interviewing — and invariably leads to a superior story!
- It’s okay to get off topic occasionally — weave interview questions back in as you go along. Informative and interesting quotes help carry the storyline, so for accuracy, tape interviews. (Make sure to ask permission first!)
- To end the interview, ask: “Is there anything else you’d like to add?” (a good source of closing comments).
Interview Tip #3: Recap
- Organize first and write down all important facts and quotes (refer to recorded interview if needed).
- Remember, the first paragraph is most important. It draws the reader’s attention to what follows — a well-organized story with factual information and interesting quotes.
It’s time to write: good luck!