CHAPTER II

Intervie"
for New's andl Features

news stories and atures it is necessary to interview

For preparing new
weople. Interviewing people has developed into a fine art As
ditterent p e o p l e .

i n t e r v i e w e r s should know the ditferent types ofinterviews and

uch.
the techniques
of successtul interviewing.
aso
also

Tvpes-News/Symposium/Personality

Thalugh interview stories are of many kinds, they can be broadly

three categories:
classified into
1. Interview for getting facts or 'News Interview
2. Interview for opinions or 'Symposium or Group Interview
3. Personality Interview'

In some stories, different types of interviews are combined together.

News interview is intended to give readers expert comments and
illumination on a subject, current in the news, from persons direetly
or indirectly connected with the news item. In the case of an
accident, the news reporter tries to meet as many eye-witnesses as
possible to prepare his story. The news item about the announcement
a new
01 carfactory gives the details as to put up the factory.
whowill
much it will cost, where exactly the new plant will
how
nany persons will
up. how beset
be employed, when the factory will go into
production, etc. All these are 'simple' facts.
news reporter, particularly the feature writer, who would like to
e the subject deeper to find out many other aspects, not ccteu
y ne news item, would try to find out the likely housing problem to

Up,the rationale for selection of a particular site, any prospeet

Cot
of reduction in consumption of petrol in the new model, the likely
cOst
structure of the new car, etc. In all these cases, it will be necessary
I50 Mass Communication and ournalism in India
to interview everal persons connected with the
subject, such
Mayor of the city, the manager ofthe concern, bankers Sucha as the
contractors tofind out to these
answers
questions
local economy, the availability of water and power.
builders
Also,tra the eifectandon
and marketing problems may be possible subjects ol porlati
In the above example, the features base d on
nsportation
fcatures,
persons would add significantly to the public knn of
interviews diffe
understanding of the subject. The interviews, carried on with
and dgef ereandnt
different people, will not only illumina and explain
but also provide better understanding of the subject several points
by clearino
clouded and puzzled facts. many
In Symposium Group lnterview, the reporter pete
or

information not only from a Iew persons who are connected gets his
event, as in the case of an accident, but from several other
withth
the
who may not be connected with the event. persons
In Symposium Interview, the interviewees are selected not for their
authority on the subject or top1c, but as ordinary citizens whose viewe
are worth reporting. There is no fixed rule as to how
many persons
are to be interviewed. The story must indicate, as to how
extensively
the survey was conducted. Als0, the same questions, in
substantially
the same words and in the same manner, should be put to
different respondents. For instance, the desirability or otherwise of
dissolution of State Assemblies, consequent on the defeat of the
Congress party in the Lok Sabha, or constitution of special courts to
deal with offences committed during the Emergency may be
to a number of persons and their views obtained. A feature
relerred
may be
built that basis. This cros-section
on will yield the opinion of a
people who are not necessarily experts on the subject.
of
Personality Interview is conducted to reveal the personality of a perso
who is interviewed. It is
different from biographical sketcn The
biography gives all the details as to when the person was born
number of children he has, when he became etc
ambassaaout the
Biography is helpful in writing obituaries, but it rarely brings
qualities of a
person, and also lacks in warmth and intimacy.
In Personality Interview, the interviewer selects a mau n
or oman
newswort woma
who is either a newsworthy personality, or has become newswo
vorthy
because of certain traits in his or centricily
her personalty
1stances. Forinstanc
oddity of habit, or because of certain circur instane

a rthy per
beggar becoming a millionaire is certainly a
sonality. new
 Intenview for News and Features
I5
Art o f I n t e r v i e n

Betore any
nv n conducted, either tor a news
interview is
story or for a
the interviewer hould fully prepare himself. He
leature,

Know his subjeet. If necessary, he can

should
thoroughly
dig up material
om any ibrary or newspaper office and acquire thorough
understanding of the subject.
For instance, a
person interviewinga
muscian should know something about music.
The interviewer not only should know his subject but also have
i d e a about the person whom he has to interview. Since
interview is aa face-t«
nterview is face-to-face situation, a sharply personal affair, rapport
with the interviewee is absolutely necessary. The interviewer,
w
therefore, should know something about the person, his age, his
habits and his interests. Some of this information may be obtained
from his host, relations, or friends, or from other sources.
The interviewer should go on his task in a straightforward manner.
First of all, he should get an appointment with the interviewee either
on telephone or by meeting him personally. In all cases, give clear
indication of the time you would require. The appointment should be
on a date and time convenient to the interviewee, the same is also true
about the venue of the interview. It is better if the interview is
conducted at a where there is not too much disturbance. The
place
interviewer should also decide whether he is going to meet the person
concerned alone, or he would like to meet him in the presence ofsome
are not frank in the
other person. Generally speaking, people
alone unless
presence ofothers. As such, it is better to meet the person
so that other
you think it necessary to have someone else's presence,
person acts as a witness in case the
interviewee later denies his

statement.
and
he interviewer should prepare, in advance, meaningtul
relevance to the news story,
Cgent questions which have direct
leature or article, so that no time is wasted.
n e interviewer should take care not to impose
his personality on
He should
be interviewed.
to He should not talk too much.
person
the conversation get going o
g0od listener. His job is to make
putting specific and relevant questions.
intentional falsehood,
nterviewer has also to guard against
of the
etc. on the part
memory, lack of information,
interviewee. mannerismofthe
and physical
SOnality Interview, the verbal
 Mass Communication and Journalism in India
52
worth reporting. In the News
interviewee
is also

what the person says, whereas 'in the Intervsew

Telepervalny
is on
emphasis which the man speaks is also
stories, thethe manner in
manner

to have vann"
photographic
ce it is not
retain information obtai poned through interview, it 5memory
necessary t
some accurate record. So, the knowledge of shorthand is an av
an interviewer. Otherwise,
he has to devise his owr

phrases,
etc. too t atake notes, particularly of
symbols, key are more pertinent
aspects which to his story. Experience Teponn
thorough knowledge the subject, may
of subject, may interviev
who have cor
this stage is reached after
any notes.
But, in fact, detabe
taking interviewer should take notes
Generally, the
experience.
interview progresses.

of interview is to reveal the personality, ors

The purpose It 15, therefore, necessary e
the interviewee. t
achievements of
or
hurt
his leelings. The intervirs.
cause any personal annoyance the interviewee. Thoseasper
enjoy the confidence of
should always background information on
revealed for the interviewer's
record, should not be used in thesto
which are
to be kept off the
and requested confidence, he dries up not only the
the interviewer betrays the
Once other sources. However, t
information but also
source of
of interview is to write
interviewee should be
told that the purpose
not be fair to
him if the bulk of ite
it would
story and, therefore, record.
be kept off the
interview is intended to
of notes. However, i
eliminate taking
Tape-recorder is used to of the
full consent and knowledge
should be used with the in using 2
also advantages and disadvantages
interviewee. There are te
the reporter has play
to
The disadvantage is that t
tape-recorder. of talks. B
to important segments
find out lun the
Engthy tape be reproduced
advantageous if the text of
the interview is to

with Prime Minister where

the
sio
as in the case of interview difficult
story, answers. Also, it is
is be largely based on questions and
to
interview. The via-media
the interviewee to deny a tape recorded
routie
In a
check accuracy.
take notes and listen to the tape only to
interview, the use of tape-recorder is an draft oft
show the
unnecessary
draft
ofthe

10ck
etoclear
can
In certain circumstances, the interviewer
erviewee.
The promise
free.
a n df r a n t

story, based on to the

the interview,
the story makes it easier for the interviewer to Bo
answers.
o r t i n g

I t a l s o e n a b l e s h i m t o c h e c k e r r o r s a n d a v o i dm i s - r i
enpto
errn
t
lervieu

en
thein
This is more important for the beginners, and ais
 Interview for News and Feature 153

nducted on kgal subjects In all other typs of

technical or
IS
this formality is not necessary as it ould mean
interviews,
routine

and may CTeate other complications and

unnecessary delay.
unnecessary de

difficulties
interview, it i5 necessary to create, at the outset a
For a successtul
atmosphere. At the same time, timeconsuming
relaxed and intormal
be avoided. The interviewer should not enterinto
nreliminaries should tense mood
or discussion, if the interviewee is in a
conversation Eveni the
should always keep to his appointment.
The interviewer
the interviewer should not put up an
interviewee delays the interview,
This does not help.
agitated look or grumble. to be polite and courteous, the
intervewer
While it is necessary covered The
the person into the area to be
should be firm to direct not allow
on the track. and should
interviewer should hold him gently that ouic
matters. as
wander talk too long on unrelated
or
him to

mean waste of time for both.

 CHAPTER XIV

Getting Features into Newspaper Coiummns

The ultimate aim of any information or public relations man, wha .

engaged in press publicity, is to ensure the publication ofinformar
about his organization in newspaper columns. In a democracy, with
WIth
free Press, this is not an easy task except in the case of Daid
advertisements.
Newspapers have limited space. Nearly half or 40% of this spaceis
taken up by paid advertisements. There are also fixed items such as
editorials, comments, letters to the editor, sports, cinema, and book
review columns.
Newspapers also give coverage to international news and other
important national events. News coming through national and
foreign news agencies, radio broadcasts and newspapers' ow
correspondents occupy a great deal of space. As such, very limited
for
space is available
to information and relations
public
the coverage of activities of their organizations. There is a good deal
personnel
of competition for this space among the government departments
public and private sector, embassies and other organizations.
Whetherit is a news story, or a feature, or an article, the success!u
placement or marketing of the finished product is absolutely essentiai
to achieve the desired results.
1 the publicity
newspapers on a
man
subject
is called upon
of great
to
public
give information
interest,i n which a iai
nto
number of readers are interested, it is not difficult for him 1o ge
the
he newspaper columns. But the bulk of the information, Wni
pubiicity personnel normally like to get into the newspaper colur
does not fall
this category. The information may be
in
impo mayynot
nc organization and also fora section but
of the
community.
be of that much
The real
importance to the general readers.
question, therefore, before the publicist 1s no
newspaper columns in such a situation. It is, indeed, a vely ifficult
 Gelting Features into Newspaper Coumns 155

ak.Unless a proper approach is made to the problem, success would

be diflicult.

Evchusive Technique and Involvement of Reporters

If the news is not ol that much importance, the news itcm may be
nlaced exclusively with a particular paper or papers of a particular
rcgion or language. In such a case, instead of a prepared release, it
would be better to brief the correspondent of the paper on the subject
and give him all relevant material, and the correspondent be
requested to prepare his own story. The same story, after a lapse of
time with some diierent angle, may be placed with other papers. As
for papers, other than daily newspapers, it is necessary to select the
relevant periodicals, which deal with the subject covered in the news
item.
The placement of features and articles, on exclusive basis, is even
more important than the news item inself, which is of secondary
importance. In the case of features, it is very necessary and also
desirable to involve the reporters. They can be approached and
persuaded to write a feature on the subject. A request has to be made,
for this, to the News Editor or the Chief Reporter.
In such cases, it is absolutely necessary for the publicist to do all
spade work. The reporter is a busy person. He has no background of
the subject. He should, therefore, be given all the background
material and other information. Interviews with persons concerned
should also be fixed for him. The reporter may also be requested to
bring his cameraman. A request for this should also be made to the
News Editor or the Chief Reporter. The date and time convenient to
the paper should be fixed. Transport, entertainment and other
courtesies should be extended.
The features and articles written by the newspaper reporters have a

Osinct advantage, as its publication is more or less guaranteed. Ihe

projection of the subject is also more effective. There is, of course, an
CIEment of risk. Since you are exposing the organization to a
Wspaper man, he will come to know the weaknesses or
Ortcomings of a particular scheme or project, which is the subject-
Rter of the feature. This difficulty may be overcome if the publicist

aDle to explain the things in proper perspective and to the

action of the reporter. The publicist's proper rapport with the
prter would also help. Howeve, it should not worry the
 156 Mass Communication and Journalisnm in
India
too much, if there is a criticism here
organization
feature prepared by the reporter, so long as thes and there
feature is good.
total impact imoft the
For placement of publicity material, particularly
mustfeatures
articles with newspapers and journals, one
information about the publications concerned in that have have ful
particul
subject-field, its readership(localize or wide, specialized
informgeneral
style, frequency, language, standard, etc. All this
necessary to decide upon the placement of the publicitto
nateral
Selection Guides
There are a number of standard guides which give all
detais ahoa.
newspapers and periodicals-national and internationalboutTte
guides are extremely useful for placement purposes.
The Press in India (2 volumes) is brought out
every year bv the
Registrar of Newspapers for India, New DelFi. Part
deals with
I
various aspects of press in India, while Part II
Indian newspapers-dailies, weeklies,
gives State-wise lis
monthlies, quarterlies, etc. Within thefortnightlies,
State,
monthlies, b
the arrangemem
according to periodicity and language. In each case, informaion
about place of
publication,
name of the
publisher, printer, editor
printing press, name of the owner, circulation
subject classification is given. There is also an (paid andthe
free) ant
index of
t
the names
newspapers at the end of the
All the
papers listed publication.
heads: news
classified under the following subja
are
and
current affairs, literary and culture. relngo
philosophy, commerce and industry,
SOCial welfare, labour, education, law medicine and health,
and public administra
engineering and technology,
children, transport and agriculture and animal bandn,
and
economics, communications, insurance, science, Lssifed
!
This women, art, radio, music, sports, and uncla
publication is nublic
personnel and other extremely useful for free-lancers,naors ublici

placement of the organizations for the selection of the pape t

Dersfor

publication is that itpublicity

the
material. The only lacuna in in
has no only 1a
subject index, which
rather
difficult for the makes it
subject whicn nhe list of
helistofal
papers in the particularspecialists to find outt at aaBation
glance
1ollowed is rather subject-field. the
Also, the classiu. pare
classificatio paten

the arbitrary
publication is also on the and has Theprice
scientific basio .nita
no
high side. Despite au these
ite all
limitatiou
 Ge1ting Features into Newspaper Columns 157
enublication is extremely important for marketing publicity
enatcrial, particularly 1eatures and articles. The othet guide, which is
olnful for the location of foreign periodicals on specific subjects, is
Ulrich's Periodical Directory (New York, R.R. Bowker & Co.).

Feature Syndicates/Agencies
Feature syndicates/agencies als0 supply articles, features, photo-

graphs, comic strips, carloons, ete., on payment, to newspapers and

Deriodicals. The publicist may also avail of its service for placement
of feature in the newspapers and periodicals.
The following news-cum-feature agencies, with their headquarters
at Delhi, are accredited to the Government of India: Indian News and
Feature Alliance; Indian Press Agency; National News Services;
News Bureau of India; Foreign News and Features; POT Analyses
and News Services; Cartographic News Service; Television News
Features; Publication Syndicate; Central News Service; Depthnews
India; Vikrant News Service; and Press Asia Internztional.
Other feature agencies are: Indian Press Service, Bombay;
National Press Syndicate, Bombay; Asian Press Service, Bombay;
Press News Features, Delhi; Indian News and Feature Syndicate,
Delhi; Asian Press, Calcutta; Trans Asiatic News Service, Caleutta;
King Feature Syndicate, New York; and International News Photos,
New York.
The last two foreign feature syndicates, mentioned above, operate
in India through Advertising Films of India, Bombay.