White Paper Interviews: Record Them or Not?
I’ve got a question for you marketers out there. When participating in white paper interviews, how do you feel about the writer recording conversations?
Old Analog Recorder
Do the writers you’ve worked with insist on recording your interviews? If not, perhaps they should…
Some writers prefer to take written notes. Those who have been let down by dead batteries or a faulty “on” switch often wish they had relied on the tried-and-true pen and pad.
There may also be a “crutch factor” that can come into play in using a recording for the heavy lifting. A recording could give the writer a false sense of security, making them less likely to ask enough clarity questions to fully understand the problems, market drivers and solution points of your white paper subject.
However, while there is no substitution for careful note-taking, I think not recording interview conversations can be a mistake. In my previous life as a journalist, I found real value in having a digital recorder handy for face-to-face interviews. This became essential to me for two reasons:
1. Liability: Mistakes can be made translating scrawled hand-written notes. Recording interviews and keeping those files with stories was my insurance policy against a foggy memory (both mine and the interviewee’s).
2. Clarity: Recording interview conversations and going over them before writing articles helped me clarify points from my notes (my short-hand is awful). This was especially helpful if time passed before I had a chance to sit down to write.
I think the same is true when writing white papers, and I recently talked to two expert white paper writers on the subject, Jonathan Kantor and Gordon Graham. Jonathan says he records ALL conversations with his clients. Gordon adds that when he records interviews, he has his recordings transcribed as well. “It’s amazing what little nuances you can miss without this step,” he notes.
None of my interviews with white paper clients are face-to-face. They always take place over the telephone—for that reason alone I think recording is essential. Also, white paper interviews usually involve a group of people rather than a one-on-one conversation—which makes capturing those “little nuances” quite important.
Technology today makes it very easy to record group conversations—so why not use it? I use internet-based Free Conference Calling for my interviews, and it makes life much easier for all parties.
A little voice in the back of my head, however, still worries about whether or not the conversation really is being recorded. Consequently, I never use it as a safety net and take notes anyway. So far the combination works—I just have to remember to hit the “start recording” button.
What are your thoughts on the value of recording interviews?
