The Art of the Interview: What Works — and What Doesn’t
// By Marcia Simon, APR //
It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment.
As an interviewer, it’s your job to assess the situation and make sure the person you’re talking with feels comfortable and relaxed, so all goes smoothly as planned.
Whether a mock interview to coach a new chief medical officer for his or her first TV appearance, or extracting new information from your CEO on a sensitive community issue so you can draft an op-ed piece, you’ll get more compelling content when you approach “the interview” as a conversation. You want your staffer to shine. Maybe it’s a new physician you want to feature in an upcoming newsletter, or on your hospital’s website or intranet.
We spoke with Dan Dunlop, president of Jennings Healthcare Marketing in Chapel Hill, North Carolina, who has conducted more than 300 interviews. Dan knows what works and what doesn’t. With this in mind, we talked about common-sense approaches to interviewing that even the most experienced professionals may overlook when the production schedule falls in the middle of a busy day. Dan also shared some of his most effective tips when it comes to getting dynamic sound bites and content from thought leaders within your organization.
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