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From Interviews to Articles: Finding Meaningful Content


January 31, 2014

As professional communicators, it’s normal for us to interview people in order to gather information and develop content. Whether this is for a profile, article, case study, annual report, press release or other deliverable, our challenge is to transform relevant information shared by an interviewee into meaningful content.

Those with a background in journalism probably have an edge on the rest of us who are left to our own devices.

While I can’t vouch that this approach matches anything taught in journalism classes, through the years, I’ve developed a methodology for conducting interviews and poring over the transcripts to uncover themes, messages and interesting revelations. The keys are preparation, distillation and openness to the unexpected.

 

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Glenn Gillen, APR Glenn Gillen, APR, is a senior account manager with S&A Cherokee, a full-service communications firm in Cary, N.C., and vice president of the North Carolina Chapter of PRSA.
Email: ggillen at sacherokee.com

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