Acing the SME Interview
Picture these scenarios:
- You're ghostwriting a thought leadership piece on behalf of a CEO.
- You're reporting a magazine profile with a star faculty member.
- You're drafting a white paper about machine learning and asset management.
- You're looking for great stories that illustrate campaign fundraising priorities.
Sound familiar? In each situation, you're tasked with asking questions to subject-matter experts (SMEs)—people who have forgotten more than you'll ever know about the topic that you're investigating. That's an intimidating prospect no matter how many times you've done it.
I've conducted interviews in all the above-entitled actions (and more) over the past 15 years. Here are 10 tips I've learned that continue to serve me well in each conversation.
Tip 1: Enter with confidence
The person you're interviewing is brilliant and accomplished. But you are, too—and you're being brought in to do something that they can't or don't want to do. They can't synthesize their thoughts into prose the way that you can. They don't want to translate the highly technical concepts of their world into the language of mere mortals like you can. You're there for a reason.
Tip 2: Define your goals
You'll likely have a short time in which to interview your SME. Go into the interview with a clear understanding of what you need to get from them. Consider:
- What is my final product? (Blog post? Op-ed? Case statement?)
- What information do I absolutely need from this person to create that final product?
- What information would be nice to have from this person to create that final product?
- Do I need direct quotes or just background information?
Tip 3: Do your research
Who is this person and why are you talking with them? Have a general familiarity with your SME's expertise, even if you don't understand the fine details. If you're interviewing an astronomer whose life's work involves the Hubble Tension, and you have no background in astronomy, ask Google (at least). Even basic information will save you a question in your interview and demonstrate to the SME that you're taking the assignment seriously.
Tip 4: Write a script
Whether it's a line-by-line word doc or a short list of talking points on a napkin, a script will boost your confidence during the interview. It'll also help keep you on track when your SME starts to deviate from your core topic. Consider including:
- A short greeting and introduction—who are you?
- A quick context-set—why are they being interviewed?
- A short list of questions (more on this in a sec)
- A brief thank-you and mention of next steps—will they hear from you/someone else again? (more on this in a few secs)
Tip 5: List your questions
Return to the goals you set in Tip 2. Put your absolutely need questions first and your nice to have questions next. And keep the length of you interview in mind. If you've only got 30 minutes with your SME, you'll probably only get 3-5 questions in (especially if the SME likes the sound of their own voice). You'll also allow yourself time for follow-up questions and clarifications.
The SME that you're interviewing is brilliant and accomplished. But you are, too—and you're being brought in to do something that they can't or don't want to do. You're there for a reason.
Tip 6: Ask for clarification
Don't smile and nod if you don't understand what the SME is saying. Ask the SME to repeat or re-explain complicated topics until you feel comfortable. You are responsible for accurately translating what they say for an audience that doesn't have their level of expertise. You can't do that if you, yourself, are confused.
Tip 7: Stay on track
Keep the goals you set in Tip 2 foremost in your mind as you listen to the SME. If the conversation deviates too far from your goals—and this happens a lot—politely interject. For example: "Dr. SoAndSo, thanks so much for that. Because we've only got a few minutes today, let's return to the (original topic) for now and we'll pick up the (off-track) topic in a moment."
Tip 8: Listen for gems
What surprised you about your SME? Who did they recommend that you speak with next? What topic did they mention that warrants additional research? What statement did they make that'd be perfect for a lead or a pull quote? Don't be so bogged down in your questions that you miss these nuggets that can elevate your work. Star these in your notes.
Tip 9: Cede the floor
If you have time at the end of your interview, close with a catch-all question. Ask the SME if there's anything they'd like to say about the topic that you haven't asked about. This is where I get some of the best answers out of SMEs. Use a prompt like: "We've covered a lot of ground today, but before we close, is there anything related to this topic that you'd like me to keep in mind as I write this article?"
Tip 10: Share next steps
Be transparent about what your interview will be used for and what, if any, steps they can expect. Will you or someone else be reaching out for follow-up questions? Will they see a draft of the final blog post or case statement before it's published? Where will the information they've provided be published? When can they expect all of this to happen?
I hope at least a few of these tips come in handy the next time you need to interview a super-smart subject for project. But if you're looking for someone to pick up that load for you, I'm more than happy to help! Send me a note at kristinhansonwrites@gmail.com.