For this week's blog post, we ask journalist, producer, broadcaster and writer Li Robbins about the art of the interview.
Adam: Thanks for making time for us this week, Li!
Li: Thanks, it’s my pleasure.
Adam: In these days of AI-generated copy, I would argue that AI can’t compete with actual flesh-and-bone writers in conducting interviews and creating compelling "NEW" content. You’ve interviewed countless subjects and produced work across a variety of media. What’s the first thing you do when you accept an assignment to interview someone for a story?
Li: Research! To ask good questions you need be informed about your interviewee’s work and to have at least a basic understanding of the subject matter. It will help you draw your interviewee out and get them to dig a little deeper into the story. Some how I don’t think AI is up to that task.
Adam: Do you prepare particular questions ahead of time? Or do you begin with a few broad questions and see where the conversation takes you?
Li: I prepare in advance. If you’re winging it you may end up with way too much material or you may miss important questions. I also think it’s more respectful if it’s clear to the interviewee you’ve taken time to inform yourself. Of course you may end up deviating from your questions during the interview, but preparation helps you organize your thinking and gives you a bit of a road map.
Adam: How do you establish a connection or rapport with your subject?
Li: I like to start by chatting for a few minutes, not about the interview topic, just the normal stuff you talk about when you first meet someone. Also, sometimes the research turns up something you have in common with the interviewee, like a shared hobby or a mutual acquaintance or what have you, which can be a nice icebreaker.
Adam: What do you think makes someone a good interviewer?
Li: The ability to ask a question clearly. And the ability to listen to the answer! So often I find that people overcomplicate a question and/or fail to listen closely to an answer. That means you may miss something significant or lose the opportunity to find out more. It’s a tricky balance — listening, keeping an eye on your questions, figuring out when you need to pursue a new avenue and when you need to refocus, but that’s the challenge. Good interviewers shine because they’ve honed those skills.
Adam: Do you distinguish your journalistic interviews and your interviews for corporate clients?
Li: Yes, although there are close parallels — everyone has stories to tell. But journalism isn’t promotional (or it shouldn’t be!) whereas corporate work may be more engineered by design. Either way it’s important to understand your editor or your client’s needs and hopes — they will have a big impact on how you approach the interview.
Adam: Thanks, Li! I am sure our readers found your insights very helpful indeed.
Li : Thanks Adam. Interviewing is such a fascinating subject, and I appreciate the opportunity to chat about it.
Bio: Li Robbins specializes in writing for the education, tourism and cultural sectors. She was director of communications for the Writers Guild of Canada from 2013-18. Her work has been published by major Canadian media including the Globe and Mail, CBC.ca, The Star, and The Walrus magazine. Li wrote and produced stories for CBC Radio network programs and honed her web writing and editing skills at CBC.ca.
Website:https://lirobbins.ca
Email: [email protected]
