The Course

- Introduction
- Who is it for?
- How will it benefit you?
- Book the course


'A clear, intellectual yet pragmatic way of learning how to be emotionally aware as an interviewer.' J. Gadd, Swedish Journalist

For many journalists, getting interviewees to open up, especially in sensitive or difficult interviews, is fraught with difficulty. There are simply some kinds of interview that no matter how experienced a journalist you are, don't get easier with time.

The reality is most journalists only get formal training in the most basic of interview techniques. Few in the industry have a readily available toolkit which instructs on how to react when interviewing gets tough. And as we don't have the training to work differently, even experienced interviewers often fall into the trap of repeating the same mistakes - sacrificing creativity for tried and tested questions. Thus a recipe for often frustrating interview results.

Our interviewing master class strips away those techniques and reminds us that it's the quality of the relationship between interviewer and interviewee that's paramount. We show you how to build rapport and use your natural curiosity to draw out the real story. Enabling you to conduct exceptional interviews every time.

Every interviewee has within them the ability to give you a great interview, but often conscious or unconscious barriers can get in the way; their trust in you the interviewer, nerves or trauma. Understanding them better will enable you to overcome these barriers and become a better interviewer.

Every sector where interviewing forms a part of professional responsibilities has its own policies that must be adhered to: OfCom's code of practice, journalism guidelines or a charity's duty of care when interviewing a case study. It is therefore crucial that you understand your boundaries. What you should and should not say, and how to go about asking the questions you need the answers so as not to fall foul of the regulators.

Our workshop will address the most appropriate approach to take and can be tailored to your needs.

Our one day workshops have been designed to give you the advanced interviewing tools and confidence to handle any personal or personally emotive interview situation. Helping you to create great interviews every time.


- Journalists - Freelance or staff (writers, reporters, researchers and producers for TV, radio, podcasts, newspapers, online or magazines).
- Press Officers, Managers and Communications Professionals - Charities, international development agencies and other not-for-profit agencies.
- PhD Students and other Researchers

Our journalists' workshop is designed to deliver the most advanced interviewing tools to get the most out of any interview. This is not a theoretical course, but a practical one day workshop offering a challenge to even the most experienced participant, based around intensive training and exercises critiqued by both trainers and peers.

This workshop has two formats:
1. Open course: Intensive, fixed format workshops offered from our London venues and open to anyone who would like to upgrade their interviewing skills and conduct fresher, more engaging interviews. Also covered are Ofcom and production guidelines (privacy, reporting suffering and distress, children and related issues).
2. Bespoke course: Where a number of staff within a publication or broadcasting organisation wish to attend our workshop we can bring it to you and tailor the information, scenarios and guidelines.

Charity Press Officers, Managers and Communications Professionals
These workshops are always tailored to the specific needs of the organisation that instructs us. All exercises and the afternoon practical are based on typical "case studies" which you might use in a campaign, either to raise awareness of your services or raise funds for your organisation. We design these together in advance, so the interview experience feels as real as possible.

Charities often have many vulnerable users, so we explain what the duty of care to "cause no further harm" means and give your people the tools and confidence to gain that all important trust.

We also cover how to identify who is or is not a suitable case study in terms of your organisation's policies (issues of consent or identification). For those that are, we walk you through how to prepare them for an interview and agree boundaries.

We also look at how to manage the expectations of celebrity ambassadors and journalists who want to interview them, but may not understand the complexities of interviewing traumatised or vulnerable people and of ensuring they feel safe.

Our clients include Great Ormond Street Hospital (GOSH), UNICEF, NSPCC, Age NI and O2/b>.

PhD Students and Medical Researchers
Interviewing the patients or partners of patients who have recovered from cancers or other illnesses about the care they received and impact on every day life following treatment. Sessions can be run one on one as a three quarters day or with a group of researchers for the full day.


Elevate your interview style and reputation.
Engage your audience with more compelling interviews.
Understand the pitfalls and guidelines when interviewing those in sensitive situations or states of mind.
Effective interviewing of media savvy, closed, traumatised or awkward interviewees.
A greater understanding of the person behind the story will enable you to:
- Build rapid and lasting rapport.
- Draw out memories and emotions safely that would otherwise have been hidden.
- Gain more genuine reactions.
- Encourage interviewees to let you beyond the barriers they can often put up.
- Have greater confidence in all interview situations.
- Conduct consistently better interviews.
Comply with best practice guidelines and policies.
Bring issues or abstract stories to life.
Handle human interest stories sensitively.
Revisit the fundamentals of great journalism, and correct bad habits.
Rediscover why you love being a journalist, re-engage in your passion for people and telling the story.

It's powerful. And it will change the way you interview from the minute you complete the course. You will prepare for and conduct every interview you do differently from then on.


For any questions, further information or to book a place on our workshop, email us on

Whether you are an individual, publication or charity looking to train a number of staff, contact us to discuss the course in detail, the costs involved and any discounts that are currently available.