How To Be Interviewed

I very rarely write articles on controversial topics, or dig into the important news of the day. That’s not the kind of writing I do — it’s not what most journalists do, now that daily news is available through so few sources. Instead, I write feature articles on interesting trends and businesses in my community. It seems like it would be easier to get people to talk about themselves and their work that way, since I’m, in a sense, promoting them and letting more people know about what they do. But even in that case some people don’t like talking about themselves. Others ask, after talking for 20 minutes or more, if they’ve said too much. I always answer, “The more you give me, the more I have to work with.” Which is true.

TV interview

An interview in action. (image: Bartlomiej Stroinski)

 

Here are a few ideas on how to interact in an interview.

You will be quoted.

When a writer is working on a feature story, like the ones I write, or when a TV, radio or internet personality is interviewing you, they’re not your enemy. They want to get you to talk as much as you want to promote yourself. If you don’t want to talk with them, why did you agree to have a conversation? Be aware that what you’re saying can be included on a broadcast or in an article.

Contribute ideas.

If you have something to say about the topic of the article that the writer didn’t think of, go ahead and say it! It can lead to more questions that can make the article (and its subject, you) more interesting. An interviewer should do at least a little bit of research before they approach you, but you’re the one who knows the most about the topic; that’s why you’re being interviewed. Answering questions with a “yes” or “no” doesn’t help anyone.

Clear away the ignorance.

One technique that’s been successful for me is to act like I know very little about a topic when I approach someone. That contradicts what’s above, that interviewers should do research ahead of time, but in this case it’s more like getting the same information twice. A writer can listen to a musician’s new album and describe the sound of the album, and the songs they like best, but it’s a different experience when the musicians themselves describe how they wrote those songs and recorded them.

Several years ago, I wrote about a new church in town (which has since shut down, unfortunately). Everyone knows what a church is and what it’s for, so instead I asked what made the church unique: how did this specific group of people come together and start a new church? Why did they leave their old churches? Why should someone — say, a person reading the article — want to come to the new church? By acting like I didn’t know anything about the church, I gave my interview subjects a chance to explain themselves, and do a little thinking about their own motivations for being there. The church had a mission statement written on paper, which is a place to start, but mission statements are usually dry and wordy. Asking people about themselves, about what gets them excited about whatever it is we’re talking about, gives you real answers… ones you want to write about, and you want your readers to see.

A Tale Of Two Articles

Yes, a terrible pun that has been used many times before… but it’s very accurate. This month (March 2018) in Encore magazine I did have two articles, on two different topics:

  • The Marmalade Dog game convention at Western Michigan University
  • Slot car racing at the Gilmore Car Museum

They’re both “nerdy” hobbies, that’s true, but that’s also something I focus on when writing for Encore (just recently I wrote about cosplay, and computer games, tabletop games and much more in the past). So it stands to reason that I’d write about them.

Actually writing the articles is one part of the process, but it’s actually toward the end of everything that needs to be done.

The Pitch

When people find out I write magazine articles, they ask if I have to come up with the ideas (and if so, how do I come up with them?). The answer is “sometimes, and other times they’re presented to me.” For this month’s articles it was one of each. I’ve attended the Marmalade Dog several times in the past — I’m a fan of tabletop games, and it’s very nearby — so I thought a profile on the convention would be a good compliment to the other “nerdy” articles I’ve written about before. Slot cars was offered to me by my editor, but I readily agreed to write it, since learning about obscure little hobbies is pretty fun for me.

The Interviews

This is the real part of reporting, even feature reporting like I’m doing here: talking to people. Pick up the phone, send an email, ask around about who to talk to in order to learn more. The internet has been the perfect tool for this; when I was starting out as a journalist, there were BBS and primitive sites like Prodigy, but they were definitely not the first place you went for information. Now, a quick web search turns up an email address or a phone number (note: if you want people to reach you, don’t require them to fill out a contact form, give them options so they can better explain what they want, instead of cramming it into your little form).

Contact Form

This is OK, but not just this. (image: 1stwebdesigner.com)

 

Figure out what you want to ask about first. I ask myself what a reader would want to know and ask that; even if I already know the answer, it’s good to hear it from an expert’s mouth (plus, I could be wrong). People are also protective of their time, and if you can’t explain the story you want to write, they’ll feel they’re wasting their time talking to you.

Ask questions that can’t be answered with a “yes” or “no.” You can’t write an article if you don’t have enough material to work with, after all. Also ask for statistics (number of participants, amount of money spent, length of time devoted to the project, etc.). Just like on a resume, everyone appreciates seeing concrete figures; it’s something to hold on to.

That’s where I start when I’m working on an article.

Inbound Marketing For Nonprofits

Inbound marketing for nonprofits is not a new idea: Hubspot, the company that created the concept of inbound marketing, has a document written specifically for nonprofits, introducing inbound and how it applies specifically to nonprofits. Their theory is that anyone can benefit from the strategy, even if you’re not in the business of selling a product.

Big name nonprofits (the Sierra Club, UNICEF), have no problem with marketing — you recognize them and their mission, even though all I’ve done is written their names. It’s the small nonprofits, local charities in your neighborhood, that need the help. They’re the ones that don’t have the resources to get their name anywhere and everywhere. They’re not sponsoring local foot races or sending out calendars with cute pictures every winter; they’re hardly able to provide any service at all.  As the saying goes (sort of), “the spirit is willing, but the wallet is weak.”

Empty Wallet for Nonprofits

This doesn’t have to be your organization. (image: Anna H-G)

 

So what can an inbound marketing plan do?

  • It’s open to any kind of promotional push: the most fun thing for a lot of nonprofits is being among their beneficiaries, seeing them take advantage of what the nonprofit is offering. Post pictures of events, when they’re happening, even before, while you’re setting up for the day.
  • It encourages constant updates: board members and staff are already on the computer, doing web searches for grant opportunities or coordinating meeting times. Add a quick description of what’s happening that day to show the organization is active, even when it’s not time to look for funds.
  • The Delight phase: one part of Hubspot’s plan is the “delight” phase, where a group using inbound marketing methods can help someone achieve a goal, solve a problem and go beyond. Solving problems is why nonprofits are founded (for-profits, on the other hand, are founded to sell you a product or service; if it solves a customer’s problem, that’s great, too). And going beyond that is easy, especially once the nonprofit sees other ways it can help — and there’s always other ways to help.

What goes into an inbound marketing plan, one for a small nonprofit without a lot of money? Plenty that’s already there, if the staff and board are willing to spend what they do have: time.