In PR, subject matter experts are invaluable when developing content for bylines, speaking opportunities and other messaging purposes. Interviewing a subject matter expert gives PR professionals a unique perspective that will ensure they are meeting their clients’ goals.
However, interviewing a subject matter expert is no simple task. If not done correctly, PR professionals may be left with unanswered questions, inconsistent messaging and an incomplete picture of the subject. It’s essential to follow these best practices to ensure your next subject matter expert interview goes smoothly:
- Identify and understand the subject: Determine what you need to learn from the subject matter expert, then research the subject to get a baseline understanding before the interview. For example, if you want to learn more about AI in the accounting industry, research current statistics and news on the subject so you’re familiar with what’s happening in the industry. This baseline knowledge helps you draft better interview questions and ask informed follow-up questions during the interview.
- Determine the right subject matter expert: This is critical. Once you’ve determined the subject of your interview, find the right person to speak with. This requires some background research. Take a look at job titles and previous experience to determine who may have a strong understanding of the subject. You could also see who has already been interviewed or written content on the subject.
- Share your questions before the interview: Sending your questions to the subject matter expert before the interview gives them time to prepare their responses. This preparation often yields more detailed and thoughtful answers.
- Define your goals and audience: At the start of every call, always define what you are trying to learn and how this will play into your larger plans. Are you writing a byline that requires specific knowledge? Are you drafting a speaking nomination on behalf of the subject matter expert? The subject matter expert should understand the call’s main goal. In addition, identify the target audiences. Will the byline run in an accounting magazine? Will the discussion aid the development of content for a company’s social media platform? Identifying the audience helps the subject matter expert tailor their responses to a specific audience’s needs.
- Ask follow-up and clarifying questions: Listen attentively, so you know what follow-up and clarifying questions to ask. Sometimes, a subject matter expert may not go into enough depth, and you’ll need to ask additional questions to get a full answer. Without this skill, you risk not having answers to all your questions, which can hurt your content.
- Record the interview: With the permission of the subject matter expert, record the interview so you can refer to it when developing content. A recording helps you develop accurate content without needing to ask the subject matter expert unnecessary follow-up questions after the interview due to incomplete notes or spotty memory.
- Check-in with the subject matter expert: As you end the interview, it’s a good idea to ask the subject matter expert if there is anything that wasn’t discussed that should be on the record. This gives the subject matter expert a moment to reflect on the conversation and fill in any holes or discuss something that wasn’t asked, helping to ensure the conversation is well-rounded and that everything on the subject is covered.
These best practices can help you make the most of your time with the subject matter expert and become an expert yourself. Before your next interview, consider implementing these steps for a smooth and constructive conversation that will help you develop content.