The free, two-day webinar, “Getting the Goods – Interviews that Work,” was held May 8-9, 2013. Pulitzer Prize winner Jacqui Banaszynski explores the core purposes, techniques and ethics of the interview process. She reveals different interview approaches that work best in different situations and that apply to any genre of journalism. WHAT YOU WILL LEARN SESSION 1: Interviewing for article; getting access and getting the goods SESSION 2: Interviewing for story; creating storytelling partners SELF-GUIDED LESSON At your own pace, review the session materials below to strengthen your storytelling with excellent interviewing skills. PowerPoint presentations Getting the Goods — Session 1 Getting the Goods — Session 2 MORE ABOUT YOUR INSTRUCTOR Pulitzer Prize winner Jacqui Banaszynski is the Knight Chair in Editing at the University of Missouri School of Journalism. She worked as a projects editor at The Oregonian in Portland and at the St. Paul Pioneer Press in Minnesota. She spent 18 years as a beat reporter and take-out writer at newspapers in the Northwest and the Midwest. While at the Pioneer Press, her series “AIDS in the Heartland” – an intimate look at the life and death of a gay farm couple – won the 1988 Pulitzer Prize in feature writing and a national Distinguished Service Award from the Society of Professional Journalists. She has written from Kurdistan and Antarctica, and has made Page One with dog obituaries and criminal investigations. She has edited several award-winning projects, including the work of The Oregonian’s Tom Hallman Jr., which won the 1997 ASNE Best Writing Award. Banaszynski, a native of a Wisconsin farm village, is a 1974 graduate of Marquette University. She has taught journalism at the Poynter Institute, the National Writers Workshops, APME NewsTrain, the University of Kansas and the University of St. Thomas in St. Paul. Banaszynski has served four times as a juror for the Pulitzer Prizes. For more information about free training for business journalists, please visit businessjournalism.org.

1. Getting
the
Goods:
Interviews
that
Work
Jacqui
Banaszynski
Knight
Chair
in
Editing
at
the
University
of
Missouri
May
8-­‐9,
2013

2. Poll Question #1
What are your
primary purposes or
goals when you do
an interview?
Photo by flickr user isafmedia

3. THE
PURPOSE
OF
INTERVIEWS
• Quotes
• Informa:on
• Verifica:on
and
confirma:on
• Accountability
(puEng
it
on
the
record)
• Credibility,
focus
and
relevance
• Context
or
background
(But
wait!!!
There’s
more…)
Photo by flickr user boboroshi

4. PURPOSE
(con:nued)
• Emo:on
• Character
• Color
• Scene
• Reconstruc:on
• Other
sources
• Other
stories

5. MULTIPLE
PLATFORMS
and
PRESSURES
• Inves:ga:ve
vs.
in:macy
• Deadline
vs.
immersion
• Print
vs.
broadcast
• Live
vs.
scripted
• In
person
vs.
phone
• Email
(uck!!!!)
Photo by flickr user dmjarvey

6. PLAN,
PREPARE,
PROBLEM-­‐SOLVE
• Most
important
part
of
an
interview
happens
BEFORE
the
interview
• Purpose
drives
sourcing,
strategy
and
approach
• PlaVorm
plays
a
role
• Problems
need
to
be
an:cipated
and
addressed
• And
then
there’s
personality…
– Yours
– Your
source/subject’s
Photo by flickr user
stevendepolo

7. SOURCING
FOR
SUCCESS
•
Four
primary
techniques
to
plan
and
source
stories
for
best
success
– 1.
Two-­‐plus-­‐two
planning
– 2.
Stakeholder
wheel
– 3.
Four
buckets
– 4.
Magic
or
guru
sources
Let’s
get
to
work…
Photo by flickr user Rafael Amado Deras

8. 1.
TWO-­‐PLUS-­‐TWO
PLANNING
• Quickly
iden:fies
&
priori:zes
sources
• Iden:fies
related
enterprise
or
follow-­‐up
• Two
double-­‐barreled
lists:
What
do
you
need
to
know?
• How
will
you
find
out?
What
do
you
want
to
know?
• How
will
you
find
out?

9. SITUATION
1:
DOWNTOWN
PARK
• Tensions
at
a
downtown
park
or
plaza
– Park
with
open
area
and
rides
– Put
in
by
city
to
ahract
families,
events,
etc.
as
part
of
downtown
revival
– Has
become
popular
spot
for
the
homeless
– Merchants
are
pushing
for
crackdowns
Photo by flickr user jc.winkler

10. ACTIVITY
1:
Plan
two-­‐plus-­‐two
Photo by flickr user jc.winker
What
do
you
need
to
know?
• How
will
you
find
out?
What
do
you
want
to
know?
• How
will
you
find
out?

11. PLOTTING:
Priori:ze
and
Problem-­‐solve
• What
are
your
priority
needs
in
order?
– Deadlines,
plaVorms,
audience
• What
problems
do
you
an:cipate,
and
how
can
you
solve?
– Access,
:me,
ethics,
off-­‐the-­‐record
– Source/subject
mistrust
Photo by flickr user Hey Paul Studios

12. 2.
STAKEHOLDER
or
SOURCING
WHEELS
• Stakeholders
– Primary
experts
or
most
affected
subjects
• Story
keepers
– Eyewitnesses
• Readers/Audience
– Who
they
are
and
what
they
need/want
to
know
• Other
experts
– Background,
context,
perspec:ve
– Fresh
insights
or
story
angles
Photo by flickr user
Illusive Photography

13. STAKEHOLDER
WHEEL
• Quick
iden:fica:on
of
everyone
who
is
a
source
and
subject
• Also
iden:fies
secondary
sources
&
audiences
for
in-­‐
depth
enterprise
follow-­‐ups
By Flickr user dok1
HUB = News
SPOKES = Primary
stakeholders
RIM = Secondary stakeholders

14. SITUATION
2:
GROCERY
STORE
• Hip
and
popular
up-­‐market
grocery
store
announces
opening
on
edge
of
downtown
– Area
borders
downtown
with
growing
residen:al
popula:on,
large
college
campus
and
poorest
neighborhood
in
town
– Three
well-­‐established,
locally
owned
grocery
chains
already
in
market,
along
city
edges
Photo by flickr user SodanieChea

15. ACTIVITY
2:
Spoke
the
wheel
• Who
is
most
in-­‐the-­‐know?
• Who
is
most
affected?
• Who
has
other
connec:ons
or
interests
that
might
be
overlooked?
• Who
has
valuable
background
or
perspec:ve?
HUB = News
SPOKES = Primary stakeholders
RIM = Secondary stakeholders

16. 3.
FOUR
BUCKETS
1. Primary
stuff
News
makers,
necessary
info
and
experts
2. Reac>onary
stuff
Those
affected;
needed
comment
or
response
3. Contextual
stuff
Background,
history,
broader
view,
relevance
4. Cool
stuff
Color,
descrip:on,
scene,
character
Photo by flickr user ross_hawkes

17. SITUATION
3:
PEA-­‐PATCH
WARS
• Urban
“Pea
Patches”
growing
in
popularity;
tensions
rise
over
use
– Data
shows
recent
changes
in
users
and
use
– Follows
gentrifica:on
in
urban
neighborhoods
• Refugees
and
migrants
pushed
further
out
-­‐-­‐
Land
publicly
owned
but
privately
maintained
• Safety
issues
cited
• Use
changing
from
food
to
scenery
PhotobyflickruserMelissaWall

18. ACTIVITY
3:
Fill
the
buckets
1. Primary
stuff
News
makers,
necessary
info
and
experts
2. Reac>onary
stuff
Those
affected;
needed
comment
or
response
3. Contextual
stuff
Background,
history,
broader
view,
relevance
4. Cool
stuff
Color,
descrip:on,
scene,
character
Photo by flickr user ross_hawkes

19. 4.
MAGIC
SOURCES:
Masters,
guides
and
gurus
• Back-­‐pocket
experts
– In
the
know,
but
not
in
the
spotlight
• Gurus
and
guides
– Help
shape
the
right
story,
right
sources,
right
approach,
right
ques:ons
• Brokers
– Ambassadors
to
sources
and
stories
Photo by flickr user
miss_millions

20. SITUATION
4:
PARKING-­‐GARAGE
COLLAPSE
• Construc:on
accident
at
parking
garage
being
built
at
airport
– I-­‐Beams
collapsed
suddenly
– Seven
workers
fell;
three
killed
– Worst
industrial
accident
in
your
area
in
history
– Construc:on
company,
port
authority,
federal
inves:gators
won’t
talk,
ci:ng
open
inves:ga:on
Photo by flickr user Sean-Franc

21. ACTIVITY
4:
Find
the
magic
• Back-­‐pocket
experts
– In
the
know,
but
not
in
the
spotlight
• Gurus
and
guides
– Help
shape
the
right
story,
right
sources
and
right
approach
• Brokers
– Ambassadors
to
sources
and
stories
PhotobyflickruserOCAlways

22. Tomorrow…
• SOURCE
CATEGORIES:
Access
&
Ethics
• QUESTIONS
THAT
WORK
– Advanced
methods:
• Metzler:
Plan
and
execu:on
• Sawatsky:
Effec:ve
ques:ons
• Wilkerson:
“Accelerated
In:macy”
– Beyond
informa:on
to
scene,
character
and
story
• Being
present:
Observa:on
&
senses
• Not
being
present:
Reconstruc:on
• Storyteller
ques:ons
Photo by flickr user Xurble