Sourcing and managing a global team of content writers, I come across many freelance content creators with a background in business journalism, wanting to write case studies.
There are many aspects of business journalism that prepare you well for a career in advocacy storytelling. Conducting thorough research, prepping your interview questions, and having an ear for a good quote will serve you well. But there are big differences.
As a business journalist, when interviewing a high-profile businessperson, you were always taught to keep one thing in mind: why is this lying b*****d lying to me.
The interviewee may not have been lying, and it’s possible they weren’t all b*****ds, but the advice was sound. Be on your guard, don’t assume everything you hear is fact, keep pressing, this person is not your friend.
Relentless cynicism is not needed in advocacy storytelling.
In business journalism, your goal is to report the news. The interviewee’s goal is to tell the media a good-news story about their business, or at least avoid a bad-news story. The two goals don’t always align.
Advocacy storytelling is very different. Not least, the approach to content gathering is in no way adversarial.
You’re usually interviewing someone who has a key role in delivering a successful project. It may be the highlight of their career to date. They will be happy to talk, though they might also be a little anxious.
It is fine for the interviewee to see you as diligent and detail-focused, but it’s more important they feel your enthusiasm. You must show you are interested in their story, and that you are there to help. Three things to bear in mind.
- You are an extension of your client
- You want the interviewee to leave the call feeling great about themselves
- You are not the star of the show
If it helps, channel the spirit of a concierge, genial chat show host, or Savile Row tailor. Park the hard-bitten hack stuff.
Your mantra should be: how can I help this brilliant person tell a great story.
