Armchair Quarterbacking Piers Morgan with Robert Blake

A good friend of mine has been preparing to cover her first big event as a reporter -- Comic-Con in San Diego. I've been coaching her on interview tactics ... dealing with nonplussed interviewees, extracting difficult information, deftly stepping around landmine questions .... you get the idea.

And then all of a sudden, we have Piers Morgan dealing with Robert Blake. It's as if the heavens opened, because let me tell you, friends ... if you want to see a pro at work, watch this guy. I myself have interviewed some shady characters, including the Grand Dragon of the KKK in northern Maryland when I was at the tender age of 26. But I have to say that my jaw was agape in admiration at how Mr. Morgan handled this one. I immediately sent the link to my friend, now in the throes of interviewing super heroes (poor her), as an example of how to keep your cool in the face of blatant aggression. 

(I sincerely doubt she'll get any of that at Comic-Con, but one never knows when the real Hulk will come crashing through. But I digress.) 

We rarely get a chance to armchair quarterback another journalist, but just for fun, let's play this tape and dissect Piers' performance:


Problem #1: The interviewee tries to take control of the interview, by asking the interviewer to answer a question. In this case, Robert Blake says, "You wanna get to the truth if you can. Does that mean I'm lyin' to ya?"

Solution: Answer the question with a question. In this case, "I don't know. Are you?" Morgan seizes the arena by answering that he doesn't know, and immediately asks, "Are you (lying)?" Never give your opinion to someone you're interviewing. Never. To give your own viewpoint allows them to run amok and continue to dodge your question. By saying, "I don't know," Morgan also deflects the defensiveness ... which unfortunately is rising, but that can't be helped with an irrational person.

Problem #2: The interviewee persists. Blake isn't going to let this drop. He pauses and says again, "What do you think?" In this instance, you have someone who is on the ropes but fighting back hard. His refusal to answer the question in fact points to an obvious answer in our minds, but he's going to make this as uncomfortable for Morgan as possible. Morgan responds again with, "I don't know. I think we're going to get to some questions where ..." and Blake immediately interrupts with, "Well tell me where I'm lyin', 'cause if you don't know I'm tellin' you the truth, then you must have a little scratch in the back of your head about where I'm lyin'. Tell me where I'm lyin'."

Solution: Point out the logical rationale for withholding your opinion. Then demonstrate with follow-up statements or questions why your question was necessary. Morgan rightly says, "I'm saying I've met you for what? Twenty minutes?" In other words, how would I know you're lying when I don't know you? This still keeps the question front and center in the interviewee's lap. The interviewee may continue to get angry about this, but your readers or viewers plainly see who isn't being rational here.


Blake, in fact, continues to thrash. Morgan keeps his head and asks, "Why are you being so defensive?" Brilliant. By asking this, it underscores Blake's combativeness and continues to keep the question burning brightly.


Problem #3: The interviewee accuses the interviewer of unprofessional behavior. Has this ever happened to you? It's happened to me countless times when people have tried to evade questions. In this case, Blake answers, "Because you just insulted me." Again, he's trying to knock Morgan off balance by turning around any question of blame onto the questioner, when he in fact will not answer a question of blame before him.


As he continues, he tries to play the victim. He holds up his hand in a pleading manner and says, "My skin is a little bit thin, which is why I stay away from people mostly." Here, he's trying to gain the viewers' sympathy. He continues, "I've never allowed anybody to ask me the questions that you're asking. I allowed you to do that, because I trust you."


I have to hand it to Blake. He's what I call a skilled manipulator. The most difficult state senator I ever interviewed was someone who also played the victim with me when I asked a pointed question, knowing the whole time that both he and I knew he was at fault. I've seen more than one person play what I will now coin, "The Blake Sympathy Card."


He drops his supreme trump card next: "And I woulda assumed that you and that guy in your ear would trust me. And if you don't, then we better start talking about 'The Little Rascals.'"


Solution: Give him rope to hang himself. At this point, you just have to let the person keep talking. I mean, look at that quote! It's priceless! And by not answering the question, Blake has answered the question. 


Morgan also maintains cool composure, which is essential in these interactions. The only thing that gives away his stress level? He taps the fingers of his right hand nervously on the desk. But unless you've looked at this recording more than once like I have, you'd miss it.


I'll tell you what always gave my stress level away: I blush. I can't control it, either! I feel my face get hot, and by that time, the interviewee gets this horrible smile, knowing that I'm squirming inside.


But there's good news to all of this ... if you've made it this far with a combative person, you've won. You have their words. You have their persona. You have their defensiveness. You might even have a physical threat or two (yes, I've had those anonymous notes placed on my car windshield).


But most importantly, you have the story. Tell it straight and let the readers or viewers make their own deductions.


And in the end, those deductions are all that really matter.

The Most Important Question to Ask in an Interview

Pull up a chair, get your coffee (or bourbon, whatever your poison), and get your pencil and paper ready, because I'm about to share with you the most important question you should ever ask in an interview.

Ready?

OK, but before we get to that ....

Think about all of the interviews you've done and the most frustrating aspect to them.

If you're anything like me, it's usually the sense that even after the person finally opens up to you, you still feel like something, somewhere, is missing.

Right?

You can't put your finger on it exactly, but you just know that within that person is a goldmine of information -- something they'd really like to tell you. But for whatever reason, even if you were as gifted as a 60 Minutes interrogator, you just can't pull it out of them.

Maybe they're deliberately holding it back. Maybe they're not sure they want to tell you. Or maybe they do want to tell you, but your questions have put them off, or your mannerisms. Maybe they are just DYING to let someone know this one thing, but they don't even realize it themselves!

How do you get that piece of platinum off of their tongue?

Simple.

You ask the most important question to ask in an interview.

But before we get to that ....

First I want you to think about all of the preparation you do before an interview. Suppose you're doing an interview with ... well, let's make this really fun: Think of your favorite movie star -- someone who really floats your boat. Just to give this a little zing for me (It's my blog, after all!) ... Let's use MY favorite movie star, Richard Armitage. Now you're sitting in front of Richard, completely star-struck. And if you're a good journalist, you've done all of your homework. You've researched his career, his movies, his theatrical performances, even the voice-overs he's done for television commercials. You know his childhood best friend's name, and you even have unearthed the comfort food that his mother prepared for him when he was ill at 6 years old. (No, I haven't done all of these things! I don't have an interview with him. Yet. :-)

You come armed with your knowledge and the best-ever questions known in the entire history of journalism ....

And yet, I can tell you that you still haven't asked the most important question to ask in an interview.

Take a sip of your coffee (or bourbon -- got a Mint Julep? Good, because I'm offering pearls, here).

Here it is.

At the very end of the interview, you pack up your things. Put away your tape recorder. Shut down the videocam. Put your pencil behind your ear, and fold your notebook into the closed position.

Then say this:

"This interview has been fabulous, so thorough, in fact, that I can't think of one more thing to ask you! Thank you so much for this and for all of your time!"

The person will nod and smile and usually extend their hand and say it was nice to meet you.

And then say:

"You know what? I was just thinking ...."

Here we come to the moment of truth .......... drum roll, please .................. the most important question to ask in an interview is ....................

"Is there anything we haven't talked about or anything you'd like our readers to know that I haven't asked you?"


Now watch the person's face. Look into their eyes intently.

They will say, "No, I can't think of anything! This has been really great!"

You will turn and smile and get ready to go, and then ...

"But there's just one thing. Wait a minute."

Get your notebook out! FAST! This is the moment.

Because in this moment, you will hear the one thing they really want to tell you.

I have been in my job for 22 years. I learned this advice from my first editor, Bob Orr, at The Coatesville Record in Coatesville, Pennsylvania -- now no longer in existence -- and it only had 6,000 readers. This little newspaper, where my Mountain-Dew-guzzling editor sat behind a crusty old desk, is where I first heard this nugget of wisdom.

And Bob was right.

Every time, every single blasted time, you will get the gold -- but you have to ask the most important question to ask in an interview first.


Try it, and let me know how it works for you.