WHY video, print, web and other communications can benefit from interviews.
And HOW to assure you will get the personal content you need.
Nothing so animates writing as someone telling what he thinks or what he does – in his own words. His own words will always be better than your words, even if you are the most elegant stylist in the land. (William K. Zinsser, On Writing Well, New York: HarperCollins Publishers, 1998: p100)
Audience Motivation – On the surface, content is content, but if your goal is to motivate an audience, what will do that best – a voice-over ("voice-of-god") narrator in a video, or hearing directly from people they respect or can relate to? Actually, some combination of the two may work in many situations, but carefully chosen and directed interviewees can deliver uniquely engaging as well as thoughtful video content. And similarly, interviews will add authoritative perspective to any web or print messaging.
Original Content - Conducting interviews for video or print provides many other advantages. The speakers’ thoughts will often be surprising, bringing up content points or illustrative examples that were never anticipated. And even if much of a recorded interview never makes it into the final edited video or print piece, the information they provide will lend a valuable perspective or testimonial on the key messages that can be blended throughout the storyline. Plus, the words of the interviewee can be used to write any open, close, transitional content or narration, thus making the writer’s job much easier, and more on-target.
Also read: Video Production Services in Washington, DC, Vienna, Virginia, and Nationwide
So, once you see some value in making your writing more interview-based, how do you proceed?
These are just a few practical considerations. If you wish more detail or have specific questions, please ask. Most importantly, remember that incorporating quotes or extended interviews in your communications can bring them to life. And often, the quality of the interview, as with the quality of the final written piece, will improve with the preparation or experience of the person doing the interviews.
Also read: Strategic Communications in Washington, DC, Vienna, Virginia, and Nationwide