Selling the idea of the interview and securing a time and place for it to take place will be more successful when some of the normal rules of selling are applied. The interviewer or the person setting up the interview on their behalf is in effect, selling firstly themselves and then the idea of the interview to the prospect.
Deciding who to interview.
Before any contact is made a certain amount of obvious and useful planning is necessary. The reason for the interview and the target for any prospective person to be interviewed may come as a result of discussion in the following areas:
- a programming department meeting or ideas forum
- a news story or tip-off
- PR lead or invitation
- as a result of investigative journalism
- from a news conference or other contact
Before setting up the project some thought should be given to the purpose of the interview, what the hopes for this programme contribution is and what the piece might add to the whole programme. If the audio is to stand alone as a feature, scene setting is essential for the listener, and the final length of the audio should also be considered.
How to Choose the Right Subject to Interview.
Choosing someone who will interview well is not always easy but most subjects will offer a valuable contribution .The length of the interview might be dictated by the resulting interview, even if it’s a live broadcast but initial research about the subject and possible candidates will help. It will also reveal other programming ideas, previously not thought of and this is especially true if someone beyond the obvious is considered as a subject. Ask an employer about changes in education, or a sports retailer about sports teams’ league positions. In choosing subjects for interview some of the first things to consider include:
- What can the subject offer the topic under discussion?
- What background about the subject would be useful to know?
- On what authority do they talk?
- Are they likely to speak well?
- And Is the interview falling into the male / female stereotypes
Any research work undertaken prior to asking for an interview, as any good sales person will tell you, makes the chances of success all the greater.
Asking for the interview.
Once the subject of the interview is decided but before initial contact is made, bear the following points in mind:
- Why has this subject been chosen?
- What’s the preferred date and time?
- Alternatively when can the interview be scheduled and is there a deadline?
- What’s the best way to contact the interviewee?
Experienced sales professionals would also suggest some telephone selling techniques to increase the chances of getting the subject to agree to the interview, namely:
- Rehearse the call and the desired outcome then make the call.
- Have alternate interview dates in addition to the preferred date.
- Be persistent and be prepared to call again.
- Smile, (it comes across0 and be polite and professional.
Many interview subjects ask to see the questions before agreeing to any interview. NEVER give the questions in advance. This will only lead to a stilted and boring interview and far from the desired conversation. Discuss the subject matter by all means in advance, offer what listeners want to hear and why the interviewee has been chosen, and be persistent (again) until they agree.
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