Have you ever found yourself sitting across from a journalist, tongue-tied and unsure of what to ask?
Whether you’re a public relations professional setting up an interview for a client or a business owner trying to get media coverage, knowing the right questions to ask can make all the difference.
Asking thoughtful, probing questions not only helps you gather valuable information but also shows the journalist that you’re engaged and interested in their work.
It can lead to a more productive conversation and potentially even a better story.
In this ultimate guide, we’ll explore:
- Why asking the right questions matters
- 10 essential questions to ask journalists in any situation
- Tips for asking questions politely and effectively
- How to interpret and act on the answers you receive
By the end of this article, you’ll have the tools and confidence you need to have meaningful, impactful conversations with journalists.
Let’s dive in!
Why Asking the Right Questions Matters
Before we get into the specific questions to ask, it’s important to understand why asking good questions is so crucial. Firstly, it demonstrates your professionalism and preparedness.
Walking into an interview with thoughtful questions shows that you’ve done your research and you’re taking the opportunity seriously.
Moreover, asking the right questions can help steer the conversation in a direction that’s beneficial for you or your client.
You can use questions to highlight key points, clarify misunderstandings, and gather information that you can use later.
Good questions can also build rapport with the journalist.
By showing genuine interest in their work and opinions, you can create a more friendly, collaborative dynamic.
This can pay off in the long run if you need to work with that journalist again in the future.
Lastly, asking questions is simply a fundamental part of good communication.
In any conversation, questions show that you’re actively listening and engaged.
They open up dialogue and create space for the other person to share their thoughts and expertise.
So, now that we understand the importance of asking good questions, let’s look at 10 essential ones to keep in your back pocket.
1. “What Interests You Most About This Story?”
Why This Question Is Important
Asking a journalist what intrigues them most about a story can give you valuable insights into their angle and focus. Their answer will help you understand what elements of the story they’re likely to emphasize in their piece.
This is crucial information to have. If you’re a PR professional, knowing the journalist’s interests can help you tailor your pitch or your client’s talking points. If you’re the subject of the story, it can help you anticipate what parts of your experience the journalist will want to explore in depth.
How to Ask It
You can pose this question in a few ways:
- “When you first heard about this story, what aspect grabbed your attention?”
- “As you’ve been researching this story, what has surprised or intrigued you the most?”
- “What do you think your readers will find most interesting about this story?”
The key is to keep your tone curious and open-ended. You want to invite the journalist to share their genuine thoughts and reactions.
Analyzing the Answers
If the journalist’s interests align with the key points you hoped to get across, great! You can dive deeper into those areas during your conversation.
However, if their focus is on an aspect you weren’t prepared to discuss, don’t panic. Take it as an opportunity to explore a new angle or facet of the story. The journalist’s outside perspective might uncover an interesting dimension you hadn’t considered.
If you feel the need to steer the conversation back to your key messages, you can try something like, “That’s a fascinating angle. Related to that, I think another important point is…” and smoothly transition into the topics you want to cover.
2. “Who Else Are You Planning to Interview for This Story?”
Why This Question Is Important
Knowing who else the journalist is talking to can give you a sense of the scope and balance of their reporting. Are they speaking with people on all sides of an issue? Are they talking to high-level experts and decision-makers?
This information can help you anticipate what other perspectives or information will be included in the final story. It can also potentially influence who you suggest the reporter speaks with.
How to Ask It
Try asking in a casual, conversational way:
- “As you put this story together, who else are you hoping to talk to?”
- “I’m curious, who else have you reached out to for insights on this topic?”
- “To get the full picture, who else do you think it’s important to include in your reporting?”
Be careful not to come across as trying to pry into their process or influence their sourcing. Frame your question as a genuine interest in understanding their approach to the story.
Analyzing the Answers
If the journalist shares their sourcing plans with you, thank them for the insight. You can offer suggestions if you know of other relevant people they should consider interviewing, but don’t be pushy.
If they’re reluctant to share specifics, don’t press the issue. Respect their journalistic discretion and move on to other topics.
The benefit of this question is more about the insights it gives you into the journalist’s process and thinking, rather than trying to directly influence who they interview.
3. “What’s Your Timeline for Publishing This Story?”
Why This Question Is Important
Knowing a journalist’s publication timeline is essential for managing expectations and planning your own communications strategy. If you’re pitching a story, you need to know if the journalist is looking for something they can turn around quickly or if they have time for a deeper dive.
If you or your client are being interviewed, you need to know when to expect the story to come out. This helps you prepare for any reaction or follow-up.
How to Ask It
Ask directly, but politely:
- “Do you have a sense of when you’re hoping to publish this story?”
- “What’s your deadline for filing this piece?”
- “Is this a story you’re turning around right away, or do you have some time to work on it?”
Most journalists are used to being asked about deadlines and are happy to share that information.
Analyzing the Answers
If the journalist says they’re working on a tight deadline, you know you need to be responsive and efficient in providing any information or interviews they need. If they have more lead time, you may have more opportunity to shape the story and provide in-depth resources.
Knowing the publication timeline also helps you plan your own communications. If the story is coming out soon, you need to be prepared to respond, amplify, or follow up as needed. If you have more time, you can plan a more robust strategy around the story.
4. “What Specific Angle Are You Taking on This Story?”
Why This Question Is Important
While related to the question about what interests the journalist, this question digs a little deeper into the specific narrative they’re planning to tell. Every story has an angle, a lens through which the information is presented.
Knowing the angle helps you understand how your information or perspective fits into the larger story. It can also alert you if the journalist is heading in a direction that may be unfavorable or inaccurate based on what you know.
How to Ask It
Try to get the journalist talking about their vision for the story:
- “As you envision this story coming together, what’s the key message or angle you want to convey?”
- “Is there a particular lens or perspective you’re using to approach this topic?”
- “If you had to summarize the story you’re looking to tell in a sentence or two, what would you say?”
The more the journalist can articulate their angle, the more insight you’ll have into how your piece of the puzzle fits in.
Analyzing the Answers
If the journalist’s angle aligns with your understanding and messaging, that’s great news. You can offer information and anecdotes that support and enrich that narrative.
If their angle seems off base to you, this is your opportunity to gently correct or redirect. You might say something like, “I see why you’re interested in that angle, but have you considered…” or “One thing that might change your perspective is…”
The key is to approach it collaboratively, not combatively. You want to be a resource to help the journalist get the story right, not come across as trying to control their narrative.
5. “Is This Story Part of a Larger Series or Ongoing Coverage?”
Why This Question Is Important
Sometimes a story doesn’t stand alone. It may be part of a series the journalist or outlet is doing on a particular topic. Or it may be part of their ongoing beat coverage.
Understanding the larger context can help you provide more relevant and valuable information. If you know this is one piece of a larger puzzle, you can offer insights or resources that tie into the bigger picture.
It can also help you manage expectations. A standalone story may have a different impact than one installment in a series.
How to Ask It
Inquire about the larger plans for coverage:
- “Is this story part of a larger series you’re working on?”
- “How does this story fit into your ongoing coverage of this topic/issue?”
- “Are you planning any follow-up stories or angles related to this one?”
Most journalists are happy to discuss their broader coverage plans, as it shows you’re engaged and thinking beyond just one story.
Analyzing the Answers
If the story is part of a larger series or beat, consider what other information or angles you can offer to contribute to that bigger narrative. You might have data, expert sources, or case studies that could be valuable for future installments.
If it’s a standalone piece, focus on making this story as comprehensive and impactful as possible. Offer the best information and access you can to help the journalist tell a complete, compelling story.
Either way, understanding the larger editorial context can help you be a more valuable partner to the journalist.
6. “Will You Be Needing Any Additional Materials or Resources from Me?”
Why This Question Is Important
Offering additional materials shows you’re willing to be a helpful resource to the journalist. It could be anything from photos and videos to data and reports.
Providing these extras can enrich the story and make it more engaging for readers or viewers. It also saves the journalist time and effort in tracking down those resources themselves.
How to Ask It
Toward the end of your conversation, open the door to providing more:
- “As you’re putting this story together, are there any additional materials I can provide that would be helpful?”
- “We have some great photos/videos/data that could enrich this piece. Would you be interested in seeing those?”
- “Please let me know if there are any other resources I can share to support your reporting.”
The key is to offer, but not push. Make it clear that you’re happy to provide more, but respect the journalist’s autonomy in deciding what they need.
Analyzing the Answers
If the journalist takes you up on your offer, great! Provide the materials promptly and in a format that’s easy for them to use. Be available to answer any questions they may have about the resources.
If they decline, don’t take it personally. They may already have all the material they need, or they may prefer to gather their resources. Thank them for considering it and move on.
The goal of this question is to demonstrate your helpfulness and open up the possibility of providing more value to the story. Even if they don’t take you up on it this time, they’ll remember your willingness to be a resource in the future.
7. “Are You Comfortable Sharing Your Initial Impressions or Reactions So Far?”
Why This Question Is Important
Asking for the journalist’s initial impressions can give you a temperature check on how the story is shaping up in their mind. Are they zeroing in on the key points you hoped to get across? Do they seem to have a positive, negative, or neutral take so far?
Of course, initial impressions can change as the journalist gathers more information and writes the story. However, getting a sense of their early reactions can help you gauge how your message is landing and if you need to clarify or emphasize anything.
How to Ask It
This one requires a bit of finesse. You don’t want to seem like you’re fishing for a preview of the story or trying to influence their take. Frame it as a casual, curious inquiry:
- “I’m always interested to hear initial reactions – what’s your sense of the story so far?”
- “Based on what we’ve discussed, what are your top takeaways at this point?”
- “I know it’s still early, but I’m curious – what’s your gut feeling about this story?”
Emphasize that you know these are just initial impressions and that you respect their journalistic process.
Analyzing the Answers
If the journalist shares their impressions, listen carefully. Do they align with the key messages you hoped to convey? If so, great! You can reinforce those points.
If they seem to be missing something or heading in an unexpected direction, this is your chance to gently course correct. You might say, “That’s an interesting take. Another thing to consider is…” or “I see why you might think that, but let me clarify…”
Always come from a place of helpfulness and respect. Your goal is to make sure the journalist has the most accurate and complete information, not to dictate their story.
If the journalist prefers not to share their thoughts, respect that. Thank them for considering the question and move on. Remember, they’re not obligated to preview their story for you.
The purpose of this question is to get a pulse check and make any necessary adjustments. But always defer to the journalist’s process and autonomy.
8. “How Can I Be Most Helpful as You Continue Working on This Story?”
Why This Question Is Important
This question demonstrates your willingness to be an ongoing resource and partner in the journalist’s reporting process. It shows that you’re not just focused on your own agenda, but that you’re invested in helping them tell the most accurate, complete story possible.
Asking how you can be helpful also opens the door for continued communication and collaboration. It positions you as an ally and resource, not just a one-time source.
How to Ask It
Toward the end of your conversation, sincerely offer your continued assistance:
- “As you continue reporting on this story, how can I be most helpful to you?”
- “Please let me know if there are any other ways I can assist as you work on this piece.”
- “My goal is to support your reporting in whatever way I can. What would be most valuable to you?”
The key is to be genuine in your offer and open to whatever they might need – whether it’s additional interviews, fact-checking, or resources.
Analyzing the Answers
If the journalist takes you up on your offer, fantastic! Make sure you follow through on whatever you’ve committed to in a timely and thorough manner. This is your opportunity to build trust and credibility.
They may ask for additional interviews, materials, or information. Or they may ask you to be available for fact-checking or follow-up questions. Whatever it is, do your best to accommodate their needs.
If they say they have everything they need for now, that’s okay too. Let them know that your offer stands if anything else comes up during their reporting and writing process.
The main purpose of this question is to show your commitment to being a helpful partner in their work. Even if they don’t need anything else immediately, they’ll appreciate your offer and will be more likely to reach out if needs arise.
Your goal is to build a relationship of trust and collaboration that extends beyond just one story. By consistently being helpful and reliable, you can become a go-to source for that journalist over time.
9. “What Do You See as the Potential Impact of This Story?”
Why This Question Is Important
Asking a journalist about the potential impact of their story gives you insight into their goals and motivations. Are they hoping to raise awareness about an issue? Change people’s perceptions? Spur some kind of action or change?
Understanding the intended or potential impact can help you provide information and anecdotes that align with those goals. It can also help you anticipate and prepare for the reaction the story might generate.
How to Ask It
Approach this question with curiosity and respect for the role of journalism:
- “In an ideal world, what impact would you like to see this story have?”
- “What do you hope readers/viewers will take away from this piece?”
- “How do you think this story could potentially make a difference?”
Be careful not to imply that the journalist has an agenda beyond reporting the truth. Frame it as an interest in understanding their hopes for the story’s influence.
Analyzing the Answers
If the journalist shares their thoughts on potential impact, listen closely. Do their goals align with yours? If so, great! You can offer information and insights that support that intended impact.
For example, if they hope the story will raise awareness, you might offer statistics or personal stories that drive home the importance of the issue. If they want to spur action, you can suggest ways readers/viewers can get involved.
If their intended impact doesn’t quite align with your goals, that’s okay. Your role is not to steer their story, but to provide accurate, relevant information. Trust that if you’ve communicated clearly and honestly, the truth will have the right impact.
If the journalist prefers not to speculate on impact, respect that. Many journalists feel their role is simply to report the facts and let the chips fall where they may. Don’t push them to articulate an intended impact if they’re not comfortable doing so.
The goal of this question is to understand the journalist’s hopes for the story and provide information that aligns with and supports those hopes when appropriate. But always respect the journalist’s
autonomy and independence in reporting the story as they see fit.
10. “Is There Anything Else I Can Clarify or Expand on?”
Why This Question Is Important
Ending your conversation with this open-ended question serves a few important purposes. Firstly, it shows that you’re open and willing to provide any additional information the journalist might need. It demonstrates your commitment to helping them get the story right.
Secondly, it gives the journalist an opportunity to circle back to anything that might have been unclear or that they want to explore further. Sometimes, in the course of a conversation, new questions or ideas come up. This is their chance to follow up on those threads.
Lastly, it ends the interaction on a collaborative, helpful note. It shows that you see this as a partnership and that you’re invested in the accuracy and completeness of the story.
How to Ask It
Keep it simple and sincere:
- “Before we wrap up, is there anything else I can clarify or provide more information on?”
- “I want to make sure you have everything you need. Is there anything else I can expand on or explain further?”
- “My goal is to help you tell this story as completely and accurately as possible. Is there anything else I can do to support that?”
The key is to be genuine in your offer and open to any additional questions or needs they may have.
Analyzing the Answers
If the journalist takes you up on your offer and asks for additional clarification or information, provide it to the best of your ability. If you don’t know the answer, be honest about that and offer to find out and follow up.
If they say they have everything they need, great! You can end the conversation with a thank you and a reiteration of your willingness to help if anything else comes up.
Remember, even if they don’t have any immediate follow-up questions, the offer itself is valuable. It shows that you’re not trying to hide anything or spin the story, but that you’re committed to transparency and accuracy.
This final question is about leaving the door open for further communication and underscoring your role as a resource and partner in the reporting process.
Conclusion
Asking thoughtful, probing questions is a key skill for anyone interacting with journalists.
By using the 10 questions we’ve explored in this guide, you can have more productive, insightful conversations that lead to better stories.
Remember, your role is not to control the story, but to provide accurate, relevant information and to be a helpful resource.
Approach each interaction with curiosity, respect, and a commitment to the truth.
By building relationships of trust and collaboration with journalists, you can become a valued partner in the important work of informing and enlightening the public.