How to Conduct Effective Interviews with Testimonial Candidates

Transcription

1 How to Conduct Effective Interviews with Testimonial Candidates When developing public education campaigns, testimonials (real stories) can be highly effective at communicating messages and inspiring actions among target audiences. Although an effective public health tool, the use of testimonials is often one that is underutilized. In some cases this is a result of recruitment challenges or lack of capacity to create and develop the testimonials needed. Testimonials can be sourced in a number of ways including: Relationships through family and friends Community partners (Smokers Helpline, Heart and Stroke, Regional Cancer Centre etc.) Health providers Online ads (Craigslist, Kijijii etc) Other publicity methods (social media, flyers in public places, announcement on website, etc.) Regardless of recruitment source it is important to consider whether the person you are recruiting: Is a strong fit for the campaign Supports the messages you are trying to communicate Helps you ultimately achieve your campaign goal(s). The question guide that follows provides sample questions to ask testimonial candidates in order to determine whether they are a strong fit with the campaign s goals and to glean insights and information about their story which could be included in the campaign s communications materials. Prior to any formal interview it is recommended that a short phone interview/conversation be conducted with potential candidates. During this process it is important to review the campaign details, establish expectations (their role) and to determine other aspects such as their availability for things like events or media interviews. For more information on recruiting, screening and vetting candidates see our: I. How to Recruit and Select Testimonials from Former Smokers Note: The questions below relate to recruiting testimonials from formers smokers to be part of a campaign to motivate quit attempts in local communities. These testimonials highlight the negative health effects they have experienced, including living with the consequences of tobacco-related illnesses. If you are working on other tobacco control initiatives and wish to use testimonials, this interview guide could be adapted to fit your needs. Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 1

2 Interview Guide and Script [comments in brackets are for interviewer only] Introductory Comments: Thanks for your willingness to talk about your story with us. We are talking to several people to see if we might be able to share one or more of these personal stories more broadly to build awareness of the harms of smoking and the importance of quitting. We want to know as much about your situation, your story as possible. Please feel free to not answer anything you are uncomfortable with. If it s okay with you, I ll just ask you a handful of questions consider this to be an informal conversation. Background Questions: Let s start with your first name, where you re from, and a bit about your family (e.g., how many people are living at home). Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 2

3 When did you start smoking cigarettes/cigars/cigarillos, etc.? Do you remember why you started? [Try to determine how they started, what age, where they were, and the reason they started] How did the people in your life feel about you you smoking? Did your friends/family/co-workers smoke? Did anyone ask you to quit? Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 3

4 Negative Health Effects Questions: How did you feel when you were smoking? [Possible probes: how they felt physically as well as emotionally] When did you start to see negative impacts of smoking? Where were you, what did you feel, and what happened? [Possible probes: did any health issues arise? Did you notice any changes in your relationships? What changed?] Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 4

5 Tell me more about your situation: What impact did your illness have on your life? What are some of the specific ways you had to adjust your everyday life? [Could be illnessrelated or changes in behaviour - like having to smoke outside, etc.] How did it affect your family and friends? [this part should be an emphasis of the interview since the specific feelings, impacts, and insights about everyday life will help to determine script, setting, and details of the ads] Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 5

6 About Quitting Questions: When did you make the decision to quit? How did you go about trying to quit? [Possible probes: when did you finally quit? And why at that point in your life?] Where were you? What was happening? [Try to determine the trigger] How did you successfully quit? What worked, and what didn t work? Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 6

7 Wrap-Up Questions: How is your life now that you are a former smoker? What is different from your life as a smoker? What advice would you give to smokers? Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 7

8 Is there anything else you would like to add? Is there anything else important we should know about your story? Additional Notes/Thoughts: Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 8

9 Wrap Up/Closing Statements This is all very helpful information. Thank you so much for taking the time to talk with us and for your willingness to share your story. We are talking to a number of people over the next few weeks, and we will be in touch with you soon about next steps. Thanks again for your time! Next Steps After interviewing each potential participant, you ll need to decide whether they will help you meet your campaign s goal. Below are some considerations for helping to make the decision on whether to moving forward in the process with the potential candidate. Some of these questions can be answered based on the information shared during the interview, while others may require follow-up or phone communication with the potential candidates. Quick Checklist to Help Determine a Potential Participant s Fit and Qualifications for the Campaign Does the person communicate well/clearly? Does the person seem genuine/believable in the telling their story? Are they enthusiastic about sharing their story with the public? Are they willing to do press interviews and generally available for them? Is their family supportive of their participation in the campaign? Is their story compelling, interesting, logical? Does their story align well with the strategic focus of the campaign (i.e., to motivate people to try to quit smoking)? Do they fit the demographic priorities of the campaign? If not, is their story relatable for people from diverse backgrounds, or is it too specific to people with certain demographics (pregnant women etc.)? Is their health condition clearly linked to smoking? Can they confirm that a doctor has said the condition was most likely caused by smoking? Program Training and Consultation Centre, The Media Network How to Conduct Effective Interviews with Testimonial Candidates 9