The document provides 6 interviewing techniques for public relations and marketing professionals to help shape a winning story: 1) Understand the story's purpose and goal. 2) Remove any biases and let the story flow naturally. 3) Share important details early in the piece. 4) Weave significant elements throughout to tie the story together. 5) Capture the voice of the protagonist who is the focus of the story. 6) Help clients liven up quotes for publication but always share revised quotes for approval.

1. TRADE TIPS:
6 INTERVIEWING TECHNIQUES
Helpful hints for public relations
and marketing professionals.
By Nicole Hayes
We offer tips from our seasoned journalist, public relations pro
and company president, Gwen McKinney, to help you shape a
winning story..

2. What story interview elements will likely draw and hold readers'
attention?

3. 1 Understand the Story.
What is the story's purpose? Why are
you telling it? What is the goal of
sharing the story with your audience?

4. 2 Get Out of the Way.
• If you want to tell a
story as it should be
told, remove any
biases.
• Let the story flow.
Allow the story to write
itself, but include your
sensibilities to give it
direction.

5. 3 Tell Important Details First.
• Don't bury the lede.
• Rather, uplift dynamic details early in the piece.
• For example, if someone is a successful
neuroscientist and subsequently became
homeless, share these details early on.

6. 4 Tie It All Together.
Weave significant
elements
throughout the
story that
serve as threads
tying everything
together.

7. 5 Capture Their Voice.
By keeping your voice from influencing the story, you
capture the protagonist's voice who is the focus of
story.

8. 6 Liven Up the Quote.
• As public relations professionals, we are
entrusted to position our clients well and make
them sound intelligent.
• If your client has provided you a quote they
admit needs finessing, help them liven it up.
• As a rule, always, always share the revised
quote with your client for approval before
publishing.

9. This presentation was adapted from our Voice Matters Blog.
To learn more about McKinney & Associates, visit www.mckpr.com
McKinney & Associates was founded in 1990 with a commitment to
social justice that has prevailed for more than 20 years. From the
beginning, McKinney passionately and skillfully practiced Public
Relations with a Conscience for local, national and international
organizations.
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