TRADE TIPS:6 INTERVIEWING TECHNIQUES

Helpful hints for public relations and marketing professionals.

By Nicole Hayes

We offer tips from our seasoned journalist, public relations pro and company president, Gwen McKinney, to help you shape a winning story..

What story interview elements will likely draw and hold readers' attention?

Understand the Story.1

What is the story's purpose? Why are you telling it? What is the goal of sharing the story with your audience?

Get Out of the Way.2

BIAS• If you want to tell a story as it should be told, remove any biases.

• Let the story flow. Allow the story to write itself, but include your sensibilities to give it direction.

Tell Important Details First.3

• Don't bury the lede.

• Rather, uplift dynamic details early in the piece.

• For example, if someone is a successful neuroscientist and subsequently became homeless, share these details early on.

Tie It All Together.4

Weave significant elements throughout the story that serve as threads tying everything together.

Capture Their Voice.5

By keeping your voice from influencing the story, you capture the protagonist's voice who is the focus of story.

Liven Up the Quote.6

• As public relations professionals, we are entrusted to position our clients well and make them sound intelligent.

• If your client has provided you a quote they admit needs finessing, help them liven it up.

• As a rule, always, always share the revised quote with your client for approval before publishing.

This presentation was adapted from our Voice Matters Blog.

To learn more about McKinney & Associates, visit www.mckpr.com

McKinney & Associates was founded in 1990 with a commitment to

social justice that has prevailed for more than 20 years. From the beginning, McKinney passionately and skillfully practiced

Public Relations with a Conscience for local, national and international organizations.

@mckpr

facebook.com/mckpr

youtube.com/mckinneypr