Information of all kinds is accessible at the touch of a key. But writers looking to craft memorable stories that resonate with readers must go beyond the basics to present facts in context and from differing perspectives. 

That means going to great lengths to interview people who have expertise and passion for the subject you’re writing about. In journalism school, aspiring reporters are taught to use the interview to expand upon the basic “who, what, where, how, when and why” of newsgathering. 

Only the best journalists will venture beyond the 5 Ws and the H and take the time to listen effectively and probe beyond the obvious. Readers are drawn to stories that pack a punch created by thoughtful writers who look for the context, impact and emotion to make their words come alive.

In this tutorial, I’ll provide a list of ways to conduct effective interviews based on my experience writing stories for dozens of publications. We will cover the best ways I’ve found to prepare for, conduct and follow through with interviews of all kinds.

Tools of the Trade
Let’s begin by looking at the different tools to use for recording the information as you receive it. 

1. I’ve found I conduct my most successful interviews in a quiet environment where I can concentrate on my subject without distraction.
2. Rather than wasting time transcribing, my primary recording method is to type notes on my iPad or laptop. 
   -   I have a small digital recorder that I use as a backup.
   ​-   When I get back to my office, I email my notes to the PC and clean them up before beginning to write my story.
3. For in-person interviews, bring extra business cards in case your interview subject introduces you around.
4. If distance or schedule doesn’t allow for face-to-face interviews, I conduct them over the phone using a wireless headset and type their responses into my computer.
   

What Questions Work Well in an Interview?  
My own curiosity guides the questions I prepare.  Also, if I’ve been assigned the interview, I ask the questions that help enhance and direct my content in order to satisfy the client.

1. Ask yourself: What do I want to get out of this interview? 
2. Think about the 5 Ws and the H, and craft your questions to cover all of those angles 
3. Be prepared to ask follow-up questions to illuminate interesting points 
4. Put your questions in some kind of order, from the most general ones to those that get into more detail or complexity.
   -   Always be ready to divert from the order or content based on the answers.

The Importance of Listening Well  
Ernest Hemingway noted that “most people never listen.” Not surprisingly, the best interviewers are wonderful listeners. 

1. It’s important to hear not only the content you’re listening for, but the tone of voice and attitude behind the words. That information will help you phrase your questions to obtain additional detail.
2. Be patient, polite and respectful – even if the subject is difficult to deal with or reluctant to offer insights.
3. Ask for referrals to other sources. 
4. Don’t be shy about asking your subject for extra time as you write their comments down, or request that they repeat an important point.
5. Write down more than what you hear in an interview – note what you see.
6. Some of my best quotes come after I assume the interview is over, so after the interview is over, I always ask if there is something he/she would care to add.
7. Let your source know that you may call back to gather additional information or check facts.

Interview Best Practices  
Here are some quick notes on interviewing from the Poynter Institute, the world’s leading instructor, innovator, convener and resource for journalists.

1. Ask the person for his/her name and position up front.
2. Ask open-ended questions that will elicit more than “yes” or “no” answers.
3. Keep your questions neutral in tone.
4. Ask for definitions, examples, anecdotes.
5. Ask questions your audience/readers want to know the answers to.
6. Keep your questions short and to the point.
7. Ask one question at a time (do not double-up on questions).
8. Be prepared to ask follow-up questions—and be sure to be listening for questions that require a follow-up.
9. Do not make assumptions.
10. Make sure you are asking a question, rather than making a commentary.
11. Do not argue with the person you are interviewing.
12. Do not try to cover too much territory during the interview. Remember your focus.
13. Be polite, but persistent. Keep asking until you get a response to your question.
14. Prepare a closing question.

Putting it All Together

1. Review your notes as soon as possible after the interview, while everything is fresh in your mind and annotate the most important points.
2. Consider outlining your story immediately based on your interview, or even sitting down to write the story.
3. Finally, follow the general rules of storytelling outlined in my previous blog, Simple Steps to Better Storytelling.
   

Careful preparation helps interviewers overcome self-consciousness and shyness. But only successful repetition of the interviewing process will make you comfortable. 
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Rather than avoiding interviews, I now look forward to them. I enjoy meeting new people and learning new things, and interviewing is second-nature to me. Other than the creative process of writing stories, it’s one of my favorite parts of my communications work.

Ever wonder how effective leaders rise above day-to-day challenges to lead with inspiration?

Volumes of self-help books offer advice about the strategic skills good leaders must develop. But what makes a visionary leader, the person everyone willingly follows? Isn’t it an intangible ‘something’ they exude more than the average individual?

Perhaps; yet the best and worst bosses are memorable for the same reason: They communicate priorities, set a professional tone, and respect and encourage everyone in the workplace.

I can’t count the supervisors I’ve had in my many years in journalism, public relations and higher education. My best bosses mentored, challenged and praised me when I succeeded; they advised me on ways to overcome my weaknesses and encouraged my professional development. They involved me in decision-making, asked for my advice and opinions, and valued team members’ individual talents.

The worst bosses were poor leaders, plagued by indecision, pride, insecurity, anger issues and poor communications skills. They were closed-mouthed about their plans, averse to confrontation, and more concerned about their own success than the success of the institution or even their own team.

Teri Carstensen, president of bank solutions for Fiserv, embodies the best qualities of a boss; that may be because she rose from bank teller to CEO by developing ingenious business solutions that have benefited her and the company.

Leadership “is one of my favorite topics,” Carstensen said in a September SmartBrief leadership newsletter article by James DaSilva. She loves engaging with younger people early in their careers, especially enjoying “the mentoring and coaching aspect of what I do.”

I daresay she employs the principles of values-based leadership espoused by management professor and best-selling author Harry Kraemer: To put yourself in position to be a successful leader, you must first put yourself in the right mindset. In fact, leadership doesn't depend on your job title or where you fall in your company's organization chart; it relies on your ability to influence and engage other people, noted author Jacob Morgan in a recent Inc. story.

To learn to be a values-based leader, Kraemer suggests four principles:

• Self-reflection. Know your values, what you stand for, your purpose, and your vision for the leader you want to be. Daily self-reflection can help you improve.
• Balance. Good leaders don't try to be right; they try to do the right thing. Don't be afraid to get opinions from other people and to ask for help and guidance when necessary.
• Self-confidence. True self-confidence is accepting you who are and owning your skills and your flaws. Leaders who are truly self-confident know where they stand and work to improve themselves every day.
• Humility. This goes hand in hand with self-confidence. Even if you have reached a great milestone in your career, don't forget where you came from and everyone who helped you reach your goals. Creating connections with people who are on the way up the ladder can be hugely beneficial in becoming a successful leader.

Mastering these will make you a memorable, fair and conscientious leader – but you can’t stop there. You must constantly evaluate your progress to ensure you stay on the humble, balanced path to be a leader that’s remembered for not just what you do, but who you are.