A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Blog Management - How to Work Interviews Into Your Blog
See TERMS OF REPRINT to the end of the article.
Article Description:
An interview is fairly straightforward: a conversation
between the blogger and another party, generally about a
topic of mutual interest to the blogger, the subject and the
readers. In the world of blogging, there are generally three
approaches to integrating an interview into a blog.
Additional Article Information:
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873 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2011-07-31 10:00:00
Written By: Enzo F. Cesario
Copyright: 2011
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Blog Management - How to Work Interviews Into Your Blog
Copyright (c) 2011 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
Being a subset of journalism, it is no surprise that blogging
shares many traits with its parent. In particular, blogging
strongly resembles the feature or editorials pages of many
newspapers. Not beholden to quite the same rules of timeliness or
AP style guidelines as the news sections, these sections focus on
matters of personal interest to the writer, or on a specific
topic of particular relevance or human interest.
So, given that blogging tends to be derived from these sections,
it is reasonable to look into the tactics that bring traditional
journalists such success in their writing and to borrow the best
ideas from them. In particular, many bloggers have discovered the
value of including interviews in their publications.
An interview is fairly straightforward: a conversation between
the blogger and another party, generally about a topic of mutual
interest to the blogger, the subject and the readers. Some
interviews are scripted, some are more extemporaneous, but at
their heart they all have the mission of illuminating the
thoughts of the interviewee to the audience of the publication in
order to shed some extra light on the subject being discussed.
In the world of blogging, there are generally three approaches to
integrating an interview into a blog.
The Writeup
This is the general, news-story style form of an interview. The
blogger contacts the subject, does their interview, then writes a
story around the interview using the subject's quotations as a
framework. It tends to look something like:
Recently I spoke to branding icon John Doe, asking his thoughts
on the importance of personal identity. "You really need a
strong name, something people can get ahold of and never forget,
that's the first thing." When I asked him for details, John
commented, "Well, if you don't have a name that people
remember, they'll just refer to you as 'that one guy' or any
old thing."
The structure is easy to follow, and very much suited to blogging
as a style of writing. It doesn't have to be in first person; it
is easily adapted to any blogging style. It has the value of
letting the blogger do most of the writing. This way, their style
remains intact and the interview is presented on their terms to
the readers, maintaining a unique voice.
The weakness of this style is that it tends to raise questions.
Did the blogger use the whole interview? Are they editorializing
in their choice of quotes? and so on. For example, in the choice
above, When I asked him for details could actually have played
out as "Well, that's obvious. Could you be more specific?" and
our imaginary blogger simply rephrased to make himself look less
confrontational.
The Reprint
The alternative is simply to reprint the entire interview,
without editing other than to remove little asides such as "um"
and other verbal tics. This tends to look as follows:
BenjaminBrandBlog - Hello, John.
John Doe - Hello. Thanks for interviewing me.
BBB - Glad to talk with you. So, what would you say is the first
thing that comes to your mind when talking about branding?
JD - You really need a strong name, something people can get
ahold of and never forget, that's the first thing.
The reprint is rather an unusual choice, very rarely seen in
blogging or in print journalism. This is because it has some
obvious weaknesses. For example, not every question in an
interview ends up being relevant. Not all interviews follow a
particular script; some go down tangents, interesting or dull
asides, and so on. It is the job of the journalist to edit the
content so that the material that stayed on subject gets to the
readers.
However, there are some cases in which reprinting an interview is
an interesting alternative. If a conversation was purely
illuminating, if it covered some amazing grounds that people
didn't expect, and the writer wishes to share it, then by all
means share the interview itself.
The Podcast or Video
Similar to the reprint, this is the process of using recording
equipment to make an audio podcast or videoblog of the interview
in question. This has a number of advantages over the simple
reprint, because it allows the personality of the two subjects to
shine through in a way that text doesn't always quite capture.
Sarcasm and wit come through a bit more readily when tone of
voice or body language are added into the subject matter, making
the whole process more dynamic and interesting.
The difficulty of these formats is in their complexity. The
logistics of getting recording software to work, of cleaning up
audio and video for proper use on the net if they aren't your
blog's primary medium, etc. can all make this a bit out of reach
for the average blogger. They require the dedication of actual
time and effort to produce, share and refine as a series.
Further, not everyone is as suited for speaking as they are for
writing; some just aren't as comfortable in a spoken medium, and
a skilled writer isn't always a stunning speaker.
That said, there is strong value in this type of process, as it
can add variety and interest to the usual presentation of a good
blog.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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