The Art of the Online Interview

Do you know everything there is to know about all things? Or even everything about your own areas of expertise?

If you author a blog, forum or other type of content for the Web – and your answer is a modest "No" – then the ability to develop and publish online interviews can be a tremendous asset to both you and your readers.

Not only is Web 2.0 all about the conversational attributes of the Internet, readers generally appreciate the availability of diverse insights and perspectives on the topics they're interested in following. Plus, as a writer/content developer, engaging with smart people who are passionate and knowledgeable about their topic is rewarding on multiple levels. Finally, for subject experts interested in sharing their insights, participating in an online interview is a great way to reach a larger audience on new sites.

Online interviews, in other words, are a win/win for all. Here are my suggestions for how to proceed:

Approach

• Introduce yourself, your role and the opportunity at hand
• Set clear expectations for how the interview will be conducted and used
  • Where it will be published? When?
  • Address any questions or concerns the interviewee may have to their satisfaction
• Describe the interview process: Once an interviewee agrees to participate in online interview, the basic process consists of the following three steps:
  • You propose a set of interview questions and send them to the interviewee via email
  • They respond to the questions and send the responses back to you via email
  • You edit for typos, format and publish the final interview as agreed
• Provide the interviewee with clear information about how to contact you

Preparation

• Begin by asking yourself: "What is the purpose of this interview?" Your answer to that question will help guide and inform the types of questions you ask
• Be prepared: Do whatever homework is necessary to ask the best possible questions
• Structure the interview with a set of 4-5 questions (too many more than that can be burdensome, fewer can make for too short an interview)
• Think in terms of "What," "Why" and "How" to develop the interview questions
• Questions should be phrased in an open-ended manner whenever possible (rather than ones that invite a yes or no answer)
• The primary purpose of interview questions is to set the stage and provide easy openings for the interviewee to expand on the overall topic of the interview. If any of the proposed questions are off topic or awkward in any way, let the interviewee know that you are willing to edit the proposed questions – or ask different questions – if he or she prefers
• Encourage the interviewee to provide URL links to sources for additional information, if appropriate
• Ask for any supplemental content you may need (i.e., photographs, illustrations, etc.) at the time you send the interview questions
• The last question should encourage the respondent to provide any additional insights or information they wish to add: "Is there anything else one should know about this topic?"

Execution

• If you are confused or unclear by any of the responses you receive, ask for clarification
• Trust and integrity are essential: If the interviewee requests that you consider any portion of the content provided as "off the record," always honor such requests
• Check any linked URLs for accuracy before publishing
• Format photographs, illustrations and other graphic files as necessary to fit the parameters of your site
• Proofread all content once again after formatting and before hitting the "Publish" button
• Remember to thank the interviewee for their time and thoughtful insights

Happy interviewing… If you have additional tips to share on this topic, please post a Comment.