How to interview like a late night talk show host
Barbara Walters, Stephen Colbert, David Letterman—we’re coming for you. Ever wonder how the pros make media interviews look so effortless?
Read on for a Top 10 Media Interview Tips List (you know, Letterman style) from a seasoned interview pro in his own right: Craig Cohen, host and executive producer of Houston Matters.
Recently, the Black Sheep Agency invited me to speak with them about interviews I conduct on Houston Public Media’s Houston Matters to help them improve their interview skills for client projects. Here are my top ten tips:
10. DO RESEARCH. LOTS OF IT. Every Houston Matters topic starts with research, of articles, statistics, and points of view the Houston Matters team fact-checks long before going to air.
9. TRUST YOUR TEAM. My best interviews are thanks to terrific work by a producer who does that research, finds the right guests, conducts pre-show interviews, and develops notes I use in my prep. That work is critical for a successful interview.
8. TRUST, BUT VERIFY. While “host-ifying” (putting in my own words) topic descriptions, and scripting questions, I also fact-check any stats the producer gets from a resource or guest. If it doesn’t jibe with my own research, I’ll want to know why. It’s always better to resolve that long before you’re in-studio, on the air.
7. BE SO PREPARED YOU CAN THROW IT ALL AWAY. The whole point of all of this pre-show work is to be so on top of what you think the conversation’s about that you can be actively engaged and listen/watch for that unexpected moment: a turn of phrase, a surprising response, a notable silence, a change in body language – something that signals to you the conversation may spin in a new direction, require follow-ups, or lead you to abandon what you thought it was about, and embrace what it’s now become.
6. TAKE THE TIME REQUIRED. Houston Matters has a start and end time, but how we spend the time in-between is up to us. And we base that on how much time a given conversation deserves. Stretch it out too long, and the listeners lose interest. Cut it short, and listeners may not be properly informed. Listeners’ time is precious – make the time they spend listening to you count.
5. SERVE YOUR AUDIENCE. Some live call-in programs assume callers’ questions and comments represent what the rest of the audience thinks. They don’t. 90% of the people who listen will never, ever call in. We’re grateful for the 10% who do, but we are there to serveeveryone. That means sometimes we don’t put callers on the air. Other times, we may cut them off if they’re taking too long to get to the point. We try to be respectful about it.
4. AVOID CREEPING BAD HABITS. It’s easy to fall into bad habits, like:
Asking more than one question at once.
Asking overly long questions. Ask direct, specific questions, you’ll get direct, specific answers.
Answering your own questions. It’s tempting to show off – “Look what I know!” Ask simple questions. The listener doesn’t expect you to be the expert, and the conversation is not about you.
Avoiding direct questions on sensitive subjects. Don’t dance around difficult topics. The guest is there to talk about it. Be respectful and sensitive, but get to the point.
Letting clock pressure slow you down or speed you up. A conversation should be as long or as short as it deserves.
An unintended tone of voice. When I listen back to old interviews, I’m critical not just of what I asked, but how I asked it. Did I sound disengaged? Angry? Confused? Why? Was I actually any of those things?
Editorializing. Again, it’s not about you, and what you think. It’s about arming listeners with facts, context, and diverse perspectives so they can make their own informed opinions.
3. RECOGNIZE WHEN IT WORKS. Recognize those interviews that sizzled. Was it a great guest? The producer’s preparation? An unexpected moment? All of the above? Once you know, ask:how can we replicate that?
2. LISTEN/WATCH OTHER INTERVIEWERS. Find interviewers who impress you and observe what they do. Favorites of mine include: Terry Gross, Steve Inskeep, and Craig Ferguson.
1. WEAR COMFORTABLE SHOES. I once worked for a former NPR board member who led a university’s broadcasting division. Every day, he wore a suit – and tennis shoes. I asked him why. He explained: “I’m always the most comfortable person in the room.” If you’re at ease, it’ll put your guest at ease, and the conversation will flow. Besides, you can’t be a present, active listener, seeking that unexpected moment, if you’re thinking about your achy feet.
Craig Cohen is the Executive Producer and Host of Houston Matters on Houston Public Media News 88.7 FM. His appearance on this blog does not indicate endorsement of the Black Sheep Agency or its clients.