I’m no stranger to conducting an interview – I feel like it comes with the territory of working in communications. Even though I’m not a journalist, I’ve been interviewing people all through my career.
There’s the obvious opportunities I’ve had to work with very talented videographers and editors, interviewing people to tell their story to add to advertising campaigns. But something that surprised me was how much interviewing was required for good internal leadership comms. Getting to sit down and interview a leader, then write a message from them using their answers creates effective and inspiring content. Often they say ‘I never would have thought to say it like that!’ and you play the recording back to show them it’s exactly how they said it.
All this to say that I understand how powerful an interview can be. It unearths and empowers people who don’t see themselves as great communicators.
My worlds are colliding at the moment. I’m teaching a group of excited first years all about the interview and sending them out into the world to capture interesting stories and practice their skills. And at the same time I’m delving into uncharted territory (for me, at least) of the semi-structured interview for academic research.
I’ve always looked at the importance of helping someone tell their story as a communications tool, relating to persuasive communications and emotional connection. And now I’m beginning to see the power of the interview as data.
Like all data, there are limitations. We have to interrogate the structures in which someone exists and the potential for that to limit their answers. This isn’t new to me, but perhaps the limitations will be more obvious and impactful as I delve into this different form of the discipline.
One thing I didn’t expect – perhaps naively – is how thankful I feel for putting off my PhD study until this point in my life.
There were many moments where I seriously considered the opportunity to pursue research. And something always held me back (mostly a lack of money).
Now I see that the time I spent building my career also built these skills. I don’t know how I would even start to approach this without that experience.