Interviewing & Story Development: Concept-to-Practice Guide
Interviewing and Story Development
Introduction
In the professional world of UK journalism, the ability to conduct a focused interview and transform the resulting raw data into a coherent, engaging story is a primary vocational competency. For those undertaking the ICTQual Level 3 Certificate, this unit represents the transition from simply gathering information to strategically managing a narrative. Interviewing is not a passive activity; it is a structured technical process that begins with rigorous planning and ends with the ethical selection of quotes that provide the “voice” of a news piece. In the UK, this process is governed by strict adherence to the IPSO Editors’ Code of Practice, particularly regarding accuracy and the treatment of sensitive subjects. A professional journalist must be as comfortable building rapport in a semistructured face-to-face meeting as they are conducting a precise, structured interview over a digital platform. The development of a story requires the journalist to act as an architect, synthesizing multiple—and often conflicting—sources into a single, logical article structure. This handout bridges the gap between the theory of communication and the practical reality of a newsroom, showing how specific interviewing techniques directly influence the quality, legality, and impact of the final published story within the British media landscape.
Strategic Preparation and Interview Mechanics
Setting Objectives and Question Hierarchy
Before any contact is made with a subject, a journalist must define what success looks like for that specific interaction. This is done through objective setting. In a workplace setting, a reporter might need a “human interest” quote for a feature or a “factual confirmation” for a hard news piece. Once the objective is clear, a question hierarchy is established. This involves moving from “warm-up” questions to “core” questions that address the story’s main tension.
Structured vs. Semi-Structured Practice
The choice of interview style depends on the desired outcome. A structured interview follows a rigid set of questions, which is ideal for gathering data for a technical report or an official UK government press release. A semi-structured interview, however, allows the journalist to “follow the thread” of a conversation. This is essential for building rapport—a vocational skill that involves active listening and empathy to encourage the interviewee to provide more detailed, exclusive information. In both cases, the use of recording devices is standard practice to ensure that the transcription remains accurate and compliant with UK media standards on accuracy.
Story Construction and Narrative Synthesis
Angle Identification and the Inverted Pyramid
A story angle is the unique viewpoint or “hook” that makes a news piece relevant to a specific UK audience. For example, a story about a new housing development could be viewed from an economic angle (new jobs) or an environmental angle (loss of green space). Competency in this area involves reviewing all interview data and selecting the angle that offers the most compelling narrative. The article is then organized using the “Inverted Pyramid” structure, where the most important information—the who, what, where, when, and why—is placed at the top.
Selecting Quotes and Organizing Multiple Sources
Selecting quotes is a critical decision-making task. A professional journalist does not just pick the longest quote, but the one that adds the most emotional weight or expert authority. When dealing with multiple sources, such as an interview with a local resident and an official statement from a UK council, the journalist must organize the information so that the narrative flows logically. This synthesis requires balancing different perspectives without introducing bias, ensuring the final article remains a coherent and fair representation of the facts.
Ethics, Vulnerability, and UK Regulation
Rapport Building and Sensitive Subjects
Building trust is not just about getting the story; it is about ethical management. When interviewing vulnerable subjects, such as victims of a UK flood or a local crime, the journalist must apply specific rapport-building techniques while recognizing clear ethical boundaries. Under the IPSO Editors’ Code, journalists must avoid “harassment” and show “sympathy and discretion.” Competency is shown when a journalist can extract the necessary information while ensuring the subject feels respected and safe.
Legal Compliance and Feedback Loops
In the UK, every interview carries legal risks under the Defamation Act 2013. If a subject makes an allegation during an interview, the journalist has a vocational duty to verify it before it becomes part of the story. Furthermore, the Data Protection Act 2018 dictates how interview recordings and transcripts must be stored. Finally, professional growth relies on the “feedback loop.” A journalist must reflect on how an editor’s feedback improves the flow and clarity of their story, using thatinsight to refine their future interviewing and narrative development techniques.
Learner Tasks:
Learner Task 01: Concept-to-Practice (The Planning Phase)
Scenario
You are a junior reporter for a regional UK news outlet. A local library that has stood for 100 years is scheduled for closure by the council. You have been assigned to interview the Head Librarian and a local 10-year-old student who uses the library daily.
Objectives
To demonstrate competency in planning interviews with clear objectives and adapting questions for different types of subjects while adhering to UK ethical standards.
Questions
- Define two clear objectives for the interview with the Head Librarian and two objectives for the interview with the student.
- Create a list of six questions for the student. Explain how your technique for building rapport with a child differs from your approach with a professional librarian under UK ethical guidelines.
- Why would a semi-structured interview be more appropriate for the student than a structured one? Relate this to the goal of “extracting a compelling narrative.”
- What technical steps will you take to ensure you have a “record of truth” (recording/transcription) for these interviews to comply with the IPSO Accuracy clause?
Outcomes
The learner will be able to plan and prepare for interviews with clear objectives and demonstrate the ability to apply techniques for building trust with different subjects.
Learner Task 02: Narrative Synthesis and Decision-Making
Scenario
You have completed the interviews. The Librarian provided technical details about budget cuts. The student gave an emotional quote about losing their “favorite place to learn.” The local UK Council has also sent you a formal 200-word statement justifying the closure.
Objectives
To demonstrate the ability to synthesize multiple sources, select impactful quotes, and organize a coherent article structure.
Questions
- Identify the strongest story angle for a digital news site. Would you lead with the budget cuts or the impact on the local child? Justify your decision.
- Select one potential quote from the Librarian (technical) and one from the student (emotional). Explain how each quote serves a different purpose in your narrative.
- Outline the structure of a 400-word article using the Inverted Pyramid. Show where you would place the council’s official statement to ensure a balanced report.
- If an editor provides feedback that the story “lacks flow,” identify two specific ways you could use transitional sentences to better connect the librarian’s data with the student’s story.
Outcomes
The learner will be able to select quotes accurately, identify strong story angles, and organize information from multiple sources into a coherent structure.
Learner Task 03: Legal and Ethical Risk Analysis
Scenario
During the interview, the Librarian claims that the Council Leader is closing the library only because they want to sell the land to a developer friend. This is a serious allegation.
Objectives
To recognize ethical and legal boundaries and interpret how correct UK procedures prevent legal “incidents.”
Questions
- Under the Defamation Act 2013, what is the risk of publishing the Librarian’s claim about the Council Leader without further evidence?
- How does the “Right of Reply” apply here? Describe the professional procedure for contacting the Council Leader and how you should include their response in your story.
- According to the UK GDPR, how long are you permitted to keep the digital recording of the Librarian making this allegation, and how should it be stored?
- If the 10-year-old student’s parents later ask for their child’s name to be removed from the online story, what is the correct ethical and legal response for a UK journalist?
Outcomes
The learner will demonstrate a professional understanding of UK law and regulation and recognize the ethical boundaries when interviewing and developing stories.