chris coats feature story

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Shayan Gaziani April 30, 2015 Art of Interviewing more The Art of Interviewing How did a Dallas mother reach the national spotlight in journalism with such little experience in the literary arts? Chris Coats, a local native Texan, boasts a dynamic personality complemented by her unique and somewhat rare career choices. Her choices transformed her from an everyday certified public accountant to a prestigious reporter with People magazine, Us Weekly and The Dallas Morning News. She maintains hundreds of professional connections and personal friendships with national and internationally renowned celebrities. Coats seems to have mastered the impossible, but how? “Interviewing and connections,” Coats explains. Luckily, Coats recently shared her tips, and now we pass them along to you. Would you like to master the art of interviewing, regardless of your career? If so, read on. Chris Coats

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How to Conduct a Proper Interview

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Page 1: Chris Coats Feature Story

Shayan Gaziani

April 30, 2015

Art of Interviewing

more

The Art of Interviewing

How did a Dallas mother reach the national

spotlight in journalism with such little experience in

the literary arts?

Chris Coats, a local native Texan, boasts a

dynamic personality complemented by her unique and

somewhat rare career choices. Her choices

transformed her from an everyday certified public

accountant to a prestigious reporter with People

magazine, Us Weekly and The Dallas Morning News. She maintains hundreds of professional

connections and personal friendships with national and internationally renowned

celebrities. Coats seems to have mastered the impossible, but how?

“Interviewing and connections,” Coats explains.

Luckily, Coats recently shared her tips, and now we pass them along to you. Would you

like to master the art of interviewing, regardless of your career? If so, read on.

Chris Coats

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Gaziani

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MAKE THEM CARE

Reporting an interview is seemingly akin to telling a story. While you serve as the

narrator, your interviewee is the protagonist, providing details to polish a plot that you gradually

construct. Like all stories, however, the storyline can be good or bad. To ensure that your critics,

your readers, love your story, have the plot constructed beforehand. However, approach it from a

new angle. The best stories are those that entice the reader with thought-provoking ideas, new

concepts and exclusive perspectives. Your interview should follow suit. Do not focus on trite

background information that is already available; rather, elicit attention by allowing your subject

to speak to unique concepts that other reporters may not have already covered. In addition, know

your audience and construct your interview accordingly.

DO YOUR RESEARCH AND PLAN AHEAD

A telling sign of a rookie reporter, or simply a terrible one, is the manner in which he or

she conducts an interview. From high-profile subjects to a local businessperson – everyone

values his or her time. So should you. Designing the structure for an interview minutes before

not only damages its efficiency, but your reputation as well. Coats provided prerequisites to any

interview, and we explain them below.

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First, do your research. Your subjects are there to answer your questions and to explain

concepts in further detail, not necessarily to teach you from scratch. As a doctor asks his or her

patient for relevant background information, so should you spend time researching facts, history,

current events, key concepts and other needed information and ideas for your interview. In fact,

without any prior knowledge, your storyline will weaken to the verge of collapse, and your

subject will be able to tell. After landing an interview, know the person or organization which

with you will be speaking. This knowledge will increase the efficiency and reputability of the

interview and your professional reputation as well.

Second, know your end-goal. Your interview should have a purpose. While emergency

room doctors would love to chat with their patients, their immediate goals are to cure their

patients and send them home. Planning your interview beforehand, formulating questions and

links, will allow you to serve as an extremely prepared narrator for your story. Perhaps you wish

to ask a treasurer regarding fraud donation or an actor about his or her upcoming movie. In either

case, you should know your facts and have a mental roadmap of your planned interview, or as

Coats refers to it, your “reporting GPS.” In addition, make sure to practice your interview

beforehand.

Remember, unpreparedness leads to an undesirable reputation, and that can be damaging,

if not deadly, for a reporter’s career.

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LANDING THE INTERVIEW

While planning and researching for an interview can seem tedious, Coats cites landing

the actual interview the most difficult task. Especially in the case of high profile individuals such

as celebrities, finding contact information for them or their agents and receiving a response can

be problematic, if not impossible, for the unprepared or novice interviewer. The key to solving

this, Coats offers, is persistence and relationships.

The modern world is full of networks, connections and relationships. As an interviewer,

professional or not, it is imperative for your to maintain your own. Some perceive the “you

scratch my back I’ll scratch yours” ideology as unethical. However, maintaining contacts and

relationships allows you to have access to numerous individuals vis-à-vis your network. Coats

thanks her network for her employment at People. As an entry-level reporter, no one expected

her to have contacts with high-profile individuals. She then utilized her contacts to land the most

difficult of interviews, much to the awe yet pleasure of her bosses. Creating a network may

sound daunting, but in reality, it is all about following up with people and staying in contact.

Also, the more high profile individuals you have connections with, the more reputable you

become. When attempting to utilize your network, stay persistent and be strategic. Eventually,

Coats says, someone will answer the phone.

WORK WITH WHAT YOU GOT, BUT STILL TAKE CHARGE

While the local department store manager may have 30 minutes to an hour for an

interview, Bruce Willis may not. The art of interviewing is about not only the questions, but also

your capacity to adapt during the conversation, to reroute your “reporting GPS” en route. Coats

recalls her interviews lasting from a few seconds on the red carpet to a few hours in private. In

essence, be flexible.

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Nevertheless, understand that no matter how long the interview lasts, you are still in

charge. Occasionally, interviewees may dodge a question or provide incomplete answers, or they

may lead you off on a sometimes wonderful yet sometimes dangerous and unnecessary tangent.

Whatever the case, be polite yet be firm. You are the narrator, the storyteller, the host.

THE INTERVIEW

If you have prepared well, have your questions formulated and your research completed,

the last step in the process is to conduct the actual interview. While these suggestions are

universal, ever interview is unique, and as such, so is its situation.

First, dress for success yet know your location. An interview is usually a formal event, or

at least takes place at one. Always remember to dress professionally, but use common sense. A

red carpet dress or suit should not be worn at the racetrack, for example. Dress professionally,

yet tailor your wardrobe as needed.

Second, always bring a voice recorder, backup batteries, a pen and paper. While you

should always ask for permission before recording an interview, recording the conversation and

taking notes ensures the quality and consistency of your report and provides you with evidence if

needed.

Third, and not to state the obvious, be polite, professional and courteous. Understand that

your interviewee is a human being, and as such, calibrate your tone of voice and that of the

interview depending on the topics discussed. If asking a victim to recall a tragic event, for

example, sympathize and speak softer. When interviewing a slicker person, however, be firm yet

polite. Also, do not just drill out your questions. Rather, be thoughtful and allow your subject to

answer completely. Keep things as natural as possible. Remember, no matter the situation, you

are still the host, and you are leading the conversation.

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Fourth, be mindful of body language. Slumping in your seat, yawning, playing with your

nails, et cetera shows disrespect. Understand that you are in need of information, and as such,

you must respect your interviewee by providing him or her with your undivided attention.

Fifth, and a personal favorite of Coats, save the best or the most controversial question

for last. The purpose of the interview is to get as much information as possible in the time you

have. Asking an incredible question to end the conversation may resonate with your subject, yet

asking a scandalous one may lead to your early exit. As such, wait until the end and make the

situation as comfortable as possible. Even if your interviewee dislikes the question, the manner

in which you ask it, and your intentions for doing so, may overcome any negativity.

Sixth, be honest with yourself and with your interviewee. There is widespread distrust of

journalists, including interviewers, as many perceive them to be scandal-seekers. Always be

sincere with yourself. When asking questions, do not do so to trick anyone, and do not fabricate

any information in your report. The way in which you carry yourself may lead to that person

joining your expanding network of connections.

Last, always ask for contact information and use it to follow up. While this is imperative

for building networks, it also allows you to have direct access to your subject in case you need

clarification. More often than not, individuals will readily provide their information as they too

wish to avoid any errors and misconceptions. Leave the interview on a good note. Shake hands,

thank them and depart.

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HAVE FUN

Interviewing is your way to gain access to individuals and information not accessible to

the layman. It is also your way to enjoy the benefits that come with the job, and to meet high

profile individuals. Understand the seriousness of your work, yet remember to enjoy yourself as

well. Remember, we are all human.