Content from BPR

Interviews have long played a part in radio programs. Interviews are commonplace on news/talk formats and many breakfast programs consider interviews with experts and celebrities to be important. However, we often over-estimate the value of interviews and the amount of interest that they generate with the listening audience. Interviews are popular because they give presenters something to talk about and someone with whom they can talk. However, all interviews are not equal. Many of them are tune-outs.

Recently, Perry Michael Simon, Vice President News, Talk and Sports at AllAccess.com wrote a column about interviews that was so compelling, we just had to share it with you.

Here are some excerpts from that column:

I hear so many interviews that leave me asking why they bothered. It’s not just that many of the guests aren’t that interesting, or it’s a topic that I don’t care about, or that some guests are there primarily to sell something. It’s also the way hosts handle interviews, and that goes for talk radio and for podcasts. Here, then, is a little free advice…

1. Before you book an interview, ask yourself who would be interested in this guest. Time-filling isn’t a good reason to do an interview. “But it’s a celebrity” is not a good reason, unless we’re talking A+++-list, someone you’re sure your audience would tune in to hear even if they were reading the proverbial phone book.
2. Prepare. Do not go into an interview without a strong idea of where you want to go with it. Do your research — don’t delegate this to your producer, do it yourself — and try to develop questions that will elicit unique, even newsworthy responses.
3. Establish, right out of the box, why your audience should be interested in the interview. Unless the guest is a major name/household word to your audience, you need to let them (the listeners) know who your guest is and why the listeners should care.
4. Ask smart questions that display the fact that you did your research. The other day, I heard a host turn to a guest and say “your thoughts.” That’s not a question. That’s also allowing the guest, if they indeed have thoughts, to determine the direction of the interview, which can lead to all kinds of trouble. If you find yourself asking a guest for “your thoughts,” don’t. Just no. Have an actual question that you’re reasonably certain will lead someplace. And if you’re interviewing a politician, please, I beg you, do not fawn over them. Ask tough questions, even of someone with whom you generally agree. You’re not a public relations spokesperson. You represent the audience, and, ideally, you’re asking the questions they’d like to ask if they had the access you have. Don’t fan. Be a pro.
5. If an interview is not what you’d hoped it would be, do not prolong the listeners’ agony, or yours. If you’re on the radio, end the interview whenever you feel like it’s gone on long enough. Don’t worry about hurting anyone’s feelings; just politely thank the guest and move on. (Always prepare more than enough material to fill the time in case an interview falls flat.) It’s your show, your audience, your decision. If something doesn’t work, don’t try to force the issue. Dump it and move on.

Don’t you wish that every interviewer would follow these simple rules? If these rules are followed, your audience will be very grateful.

By Andy Beaubien, BPR