View from the top

The subject of my latest series of interviews have climbed to the summit of Mount Everest,but that isn't his primary claim to fame. Scott Parazynski is best known as a veteran NASA astronaut who has travelled 23 million miles aboard five space shuttle missions. He has been on numerous spacewalks totalling 47 hours outside the spacecraft. He was also instrumental in the development of a heat tile repair system to prevent future accidents like the one that claimed Columbia and it's crew.

It was a fun interview, and I was able to cover a lot of groun: from Mount Everest to Mars, so to speak. The first one covers what it's liek to look down from the top of Everest and to look down on the Earth from space. It really changes one's global perspective, Parazynski says. Read more about his feelings about the fragility of Earth at this link.

The second part of the interview dealt with the end of the Space Shuttle program. Parazynski disagrees with the decision to retire the space shuttles before a new crew launch vehicle is available. Read more about this and why he resolved to fly one more time to honor the crew lost in the Columbia accident here.

The third part of the interview is more or less a catch all for everything else that we discussed. What's next for the future of NASA? How does the human body change in the absence of gravity? What are the medical risks of space travel? What do Space Station resident do when a potentially harmful burst of solar flare radiation is heading their way? How does Russian Cosmonaut training differ from NASA astronaut training? If these questions intrigue you, or you're curious about what else I asked, read the third part of  my interview with astronaut Scott Parazynski here.

MTV Anniversary Interviews

A fellow writer, Kimberly Morgan, managed two great interviews on the 30th anniversary of the first MTV broadcast. They used to play music videos and the initials used to stand for Music Television... Those were the good old days. For those like me who remember what MTV was supposed to be or those who don't remember, but are interested, thsese two interviews are highly recommended reading:
Martha Quinn, Voice of the 80's
Nina Blackwood, Still Rocking
Kim did  agreat job securig these interviews in conjunction with the anniversay date. In interviews, like everything else, timing can be very important. Celebrity interviews are great, but when you can wrap them around a piece of timely news like the MTV anniversary, they can be more than just entertainment.

Debt ceiling crisis interview

My latest published interview was with an economist who told me that the debt ceiling crisis was the result of "an accident of history." He also said he thoguht the Tea party had fallen under the spell of groupthink and was unable to see the consequences of their actions. Whatever happens, if the Tea party gets what it wants or if they block the debt ceiling increase, it looks like they will cause a double-dip recession, putting more people out of work in America.

Here's the link to the complete debt ceiling article.
Part 2 of the interview: "How a U.S. government debt default will affect the average American."

Finding Interview Candidates: Work for it

I've talked about getting qualified experts to comment on current events and using your network of friends and acquaintances for find people with specific experiences or expertise for interviews. What do you do when you want to interview a specific prominent individual?

The short answer is that you figure out who is the gatekeeper for access to that person and work through them. For a top executive, that's probably their executive assistant. Most of the executives I have known would be absolutely lost without their executive assistants telling them where to go and when. These people set appointments and make sure the boss gets there when they're supposed to be there. They screen phone calls and decide who gets through and who doesn't. They pass on requests for meetings -- or they don't. You want this person working with you, not against you.

FOr a celebrity, unless you have a personal contact that can faciliatate access for you, your best bet is usually to go through their publicist. It's the publicist's job to decide which publicity opportunities are a good idea for the celebrity's image and which will be effective promotion vehicles for the celebity's latest project.

As a professional writer or journalist, you have something of value to offer to the executive whow ants to get his company's message out, or to the celebrity who wants to promote their latest project. They may have a favorite charity that they really would like to promote. You need to remember that by interviewing them, you are providing a service to them as well.

You should make it clear to the gatekeeper that you are in a position to provide a service. Tell them where the interview will be published. Who is your target audience and why they would be interested in the celebrity's or executive's message. "My column (or beat) is targeted toward successful, young professionals and I thnk they'd be interested in hearing about your new technology," or "My primary audience is the parents who control what music and movies their teenage children watch." Ideally, you'd be able to match your target audience with their target market.

Do a little research before trying to schedule the interview and figure out what the potential interviewee wants to talk about. Do they have a new book or movie? Did their company just announce a new product line or a superlative quarterly report? Who do they want to hear about this new project? Do they

In other words, figure out what's in it for them and mention that thing as something you'd like to talk about in your article. That doesn't mean that this is the only thing you'll ask about in your interview, but make it clear that they will have the opportunity to get theri message out as well.

In this position you are the salesperson and the marketer. You are also the product. You need to figure out a message that will appeal to exactly two potential customers (the gatekeeper and the potential interviewee) and convince them that an interview with you is in their best interest. Even the best salesperson doesn't close every sale. Sometimes you'll get a resounding "No" or worse yet, your call won't be returned.

Every salesman will tell you, that out of every ten people there are three who would absolutely love to buy your product. To find those three, however, you have to ask all ten. So keep at it and don't be discouraged by rejection. Learn from your successes and your rejections. Refine your approach and go get the next one.

The importance of paying attention to relationships

The other day I conducted an interview with Chair of Cornell University's Department of History, Barry Strauss. We talked about a few subjects, mainly his assertion that the withdrawal of troops from Afghanistan could result in the downfall of the American Empire. I got a total of three articles from the interview, two Q&A format and one narrative (yet to be written) on the economic ascendency of China.

The second article, American Power Depends on the Threat of Military Intervention, Says Expert, I was told, was pitched for the front page at Yahoo.com by my news editor. Alas, it seems to have faced too much competition for that spot, but it's still nice to know that my editor, at least thought it merited front page placement in conjunction with the President's speech on June 29th.

It was also nice to hear the following from Cornell's Press Relations Office after they were published:

 

"Brad,

Both of these Q&As are great, you guys had one epic conversation!  You always do a top-notch, professional job with our professors, thank you!

Cheers,

Syl

-- 

Press Relations Office

Cornell University"

 

As I mentioned in an earlier post about finding interview candidates, Most universities and larger private companies have a press relations office or at least a person responsible for press and public relations. Establishing a dialogue with them can help open doors within the organization, and even help give you a priority pass to the source if something really big happens within the organization.

Let's say, for example, that I want to interview the new head coach or Heismann Trophy candidate quarterback at a prestigious football university leading up to some important bowl game. Although the sports perss relations may be run out of a different office entirely, it's usually a pretty good bet that the main press relations office can get me through with a good recommendation, if I've taken the time to communicate with them on other issues so that they know me and the quality of my work.

I'm not saying you can't challenge your interviewees, or even call bull#&$! on some of their statements if appropriate (in a professionally worded manner, of course). I'm just saying be fair, be honest, and be communicative. Send a link back to the press office after the article is published with a thank you note. Not only will it keep you top of mind, but who knows, they may link your article from their press page.

As a journalist, as in most professions, it, literally, pays to pay attention to personal relationships with everyone with whom you come into contact in the course of your work.

Enjoying the process

I've already remarked about how much I enjoy conducting interviews. They offer me a unique learning experience that I've compared to a private one-on-one college class tailored specifically to me. I can ask anything and drill down on anything that interests me. I'm a curious person, so that is very satisfying.

I just spent an hour talking with the CEO of one of the country's largest fireworks companies for a couple of Fourth of July question and answer pieces requested by Y!CN. It occurred to me afterwards that the feeling I get after completeing an interview is very similar to, though at a somewhat lesser level than the rush I used to get just after finishing a kick-boxing match. Back in the day, I'd walk around with my feet several feet off the ground for days after a fight, while it was diminished if I didn't do well in the fight, it was still there. I actually get that same feeling after a good interview, although my feet may only be a few inches of the ground by comparison.

I feel good, fully energized, awake and... fully present, I guess.  At any rate, I just wanted to take a minute to say how much I really love my work.

Natural disasters: Am I at risk?

One of the ways we can find original angles for a news event is to think about what we ourselves would like to know about the event. When natural disasters strike, for example, everyone's first thoughts, of course, go toward the victims. What is the scale of the catastrophe and how can we help? As we read more and more about the devastation and see photos and video of the aftermath, no matter what the cause, we start to wonder if it could happen here? Am I at risk? That's only natural.

In the case of the devastating Japanese earthquake in March of 2011, there were actually two interconnected disasters, three if you count the resulting nuclear power plant radiation leaks. The earthquake itself triggered a massive tsunami that washed entire villages out to sea with just a few minutes warning.

The east coast of the United States has been spared from disasters like these although it does face hurricane risks each year. Have we just been lucky, or is the east coast relatively immune from these kinds of cataclysmic events? I spoke an expert in plate tectonics and geological science to find out.

Dr. James Tull, a professor of geological sciences at Florida State University, explains the risk and history of major earthquakes in areas of the United States away from the well-know west coast fault lines: Q&A: Earthquake risk in the eastern United States.

Dr. Tull also discusses the risk of major tsunami damage in the United States, including the west coast:
Could a catastrophic tsunami hit the United States?