There is a difference between asking questions and conducting an interview.
Anyone can prepare a list of questions, but the real art of the interview begins when you put the list down.
Key Takeaways
- Listen beyond the questions.
- Treat it as a conversation.
- Pace difficult topics.
- Honor the trust.
Listening for What’s Underneath
I’ve spent decades interviewing people for documentaries, corporate films, brand stories, and conversations that never quite fit into a category. Over the years, I’ve learned that the best interviews rarely happen because I asked the perfect question. They happen because I was willing to listen for what was underneath the answer.
Recently, I had the opportunity to interview Jackie and Cynthia, two sisters whose story became known as the “Mattress Sisters.” During the flooding caused by Hurricane Helene in western North Carolina in 2024, these two sisters found themselves clinging to a mattress as floodwaters overtook their home. They were swept for miles downstream and eventually found two days later.
Preparing for this interview meant that I had to be extremely sensitive and listen carefully to not only what they were saying, but how they were saying it. I’ve learned that a good interview is a good conversation.
Creating a Safe Space
I’ve also learned that, like in any conversation, feedback is needed, even if I don’t say a word.
It was remarked to me by the cinematographer that he noticed I would use hand gestures, smiles, frowns, and even at one point put both hands over my heart as they were talking through their story.
By gently allowing their story to unfold while at the same time keeping track of the content, I could be fully engaged with them. They can forget that the camera and lights are there. In essence, they’re just talking to me.
I’m listening for the moments, and I’m gauging their emotions in telling a very difficult story.
I will often sandwich questions, so that while one may be more difficult to answer, the next one may have a sense of play. This gives everybody in the room a moment to breathe.
I’m acutely aware that they are giving me their trust. As a seasoned storyteller, I know that this is a privilege. For me, it’s all about creating a safe space to share and giving the interviewee an opportunity to have a voice.
Finding the Human Thread
As a North Carolina-based creative team, Bellastrega Media and Design believes strongly in showing up for the stories and causes that matter. That’s why I wanted to be on this production. Our work is not simply about making something look beautiful or sound polished. It’s about finding the human thread. It’s about understanding why a story matters and then finding the most honest way to tell it.
At Bellastrega Media and Design, we bring this philosophy into the stories we help our clients tell.
Whether we’re working with a business, nonprofit, organization, community, or individual, we start with people. We know that audiences don’t connect with information simply because it’s presented well; they connect with meaning. An audience will recognize themselves in a moment of honesty. That’s why interviewing is so important to the work we do.
