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Sourcing and Interviewing

Tip Sheet: New Year, New Lawmakers

Tip Sheet



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This tip sheet offers practical guidance on both sourcing and interviewing, with tips on finding potential sources, making first contact, building trust, and asking strong interview questions. Explore Laurie Cohen’s insights on interviewing, along with the Trade Secrets: Unlocking the Vault of Business Insights workshop recording.

Sourcing

Potential source ideas

  • Non-profits

  • Professors

  • Other reporters

  • Industry experts

  • Competitors

  • Opponents

  • Former employees

  • Previous investigators

  • Participants/insiders


In your first interaction with a source, make sure to explain....

  • Who I am

  • This is why I’m getting in touch

  • I’m working hard/finding interesting stuff

  • Here’s what I need help on

  • This is what brings me to the story


Specific lines that build trust and encourage stories

  • I have become fascinated with…

  • I can give you examples of what I’m finding that interests me

  • I can give you examples of what I don’t get

  • Am I ringing any bells?

  • Start me at the beginning

  • I need a briefing on…

  • Now that you know what I’m into…. H-E-L-P!

  • Give me an example

  • I’d like to show you something

  • Could I walk you through a timeline I’ve been making?

  • Can I check back in? I need a BS meter.

Interviewing Tips and Tricks

  1. Avoid yes or no questions. 

    • Begin questions with “How?” or “Why?” Never begin questions with “Do you?” or “Have you?”


  1. Learn a little personal information about the interviewee before you start an interview.

    • I generally start with a minute or two asking about something that’s personal before launching into business-related questions. 

    • People like you more when you’ve taken time to learn something about them. They're more likely to be open with you. It immediately differentiates you from other reporters, too.


  1. Shorter questions yield longer answers. If you only have 45 minutes, don’t waste half that time asking long-winded questions.

    • I also don’t ask 3-part questions. No one remembers that many questions. One at a time is best, even if they’re related.


  1. Don’t think out loud. 

    • When there are silence gaps, avoid the temptation to fill them. Very often, the best information is obtained following periods of silence, when the interviewee feels compelled to speak or elaborate on something they said.


  1. Don’t stick to the script. 

    • Answers often lead to questions you hadn’t previously thought of. It’s important to listen rather than focus on the question list.


  1. Stick to your guns. If an interview subject doesn’t want to answer your questions, or becomes argumentative, don’t apologize and back down. 

    • It can be uncomfortable, but it will likely yield better results than saying you’re sorry and moving onto the next topic. People eventually get frustrated and answer questions, if for no other reason than to be done with the interview.


  1. While counter-intuitive, I don’t save my toughest questions for the end. 

    • I generally worry that I will run out of time, or that the person will cut off the interview before I’ve lobbed a hard ball.


  1. At the end of each interview, it’s a good idea to ask, “What else should I have asked you?” and “Who else should I talk to?” 

    • It’s also a good idea to ask which conferences the person thinks are most useful to attend, and which publications cover this company or industry or issue best.


  1. It’s good to follow up with a brief thank you email if the interview was especially helpful and you might want to go back to that person for more questions.

    • I always put emails and phone numbers at the top of my interview notes so that I can contact that person again.

Questions or comments about Sunlight's workshops and resources? Contact Elizabeth at elizabeth@sunlightresearch.net.

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