5 ways to draw out even the most reserved sources

If you’ve ever interviewed a subject matter expert for a press release or an article for your website, you know that not everyone’s a natural extrovert.

Some people are shy and reserved, while others might be skeptical of your intentions. Nevertheless, you need content for your project. RCG consultant Nick Lanyi has been there. A former journalist and Porter Novelli SVP, Nick has five tried-and-true tips for helping you get the story—even when people aren’t eager to open up.

1. It’s not an interrogation.

Set your sources at ease; you want them to feel relaxed and confident. While you do need to ask them questions in a straightforward way, you don’t want them to feel you are demanding information from them.

“In a previous life I used to interview mutual fund managers who weren’t used to talking to journalists,” Lanyi says. “I found it useful to banter with them a little bit so they knew it would not be a painful experience. Sometimes I would disclose my own challenges in writing the story, and that invited them to feel like they’re helping someone instead of doing something they don’t feel like doing.”

2. Talk less, listen more.