Getting people to talk is essential in journalism, but it can be difficult, especially when interviewing high-profile figures or sources reluctant to speak. At one of our Moonshine Ink staff meetings last year, two of our most seasoned reporters, Melissa Siig and Alex Hoeft, shared their strategies for this key skill. This month’s membership update looks at four main themes that surfaced from the talk, along with snippets of personal insight.
1. Trust must be earned
Honoring off-the-record requests, treating subjects fairly, and offering to verify quotes before publication fosters trust.
AH: When you’re trying to interview someone — especially if they’re high-profile or dealing with a sensitive topic — building trust is everything. A lot of times, I start my interviews by being upfront: I tell them, ‘I’m not here to screw you over. If there’s anything you want off the record, just say so, and I’ll strike it from the record.’ I think that reassurance helps.
And when I say I’ll send them their quotes before publication to ensure accuracy, that goes a long way too. People want to feel like they have some control over how their words are represented, even if, per Moonshine Ink policy, they can’t actually change the quote.
MS: I’ve been in this community for 23 years, so a lot of people know who I am and I think they know that I’m a good person and so they trust me for the most part.
The main thing is, if they say something is off the record, you don’t print it — period. I think that’s the biggest way I get people to trust me. And beyond that, you just try to treat them fairly in a story. You want them to feel that their perspective is accurately represented.
2. Persistence is key
Journalists should consistently follow up through various channels (phone, email, personal connections) without immediately assuming a lack of interest.
MS: I keep calling and emailing. Sometimes it doesn’t work — if someone really doesn’t want to talk to you, they’re not going to talk to you. But I don’t take silence as a ‘no’ right away. I’ll say, okay, I’ll try again in another week. In other words, I don’t give up immediately. Sometimes people are just busy, and a little polite persistence can go a long way.
AH: But of course, some people just won’t respond no matter what you do. I’ve had situations where I reached out through official channels, followed up multiple times, and still got nothing. In those cases, I try different avenues — maybe I know someone they work with, or maybe I find another way to make contact. Until they explicitly tell me, ‘I’m not interested,’ I assume they just haven’t gotten back to me yet. Sometimes persistence feels like you’re bordering on annoying, but that’s just part of the job. If you don’t ask, you don’t get.
And when someone hesitates to be quoted, I remind them: The story is going to happen regardless. Wouldn’t you rather have your voice in it? If they opt out, their perspective will be missing.
3. In-person interactions help
Face-to-face interviews, attending community events, and being present make sources more likely to engage.
MS: Andy Wirth was the former CEO of Palisades Tahoe, and he had a really traumatic skydiving accident — he almost died. At the time, we didn’t necessarily have the best relationship, and I wasn’t sure how open he would be with me. But when I interviewed him after the accident, something changed. Maybe it was the nature of the experience he had just gone through, or maybe I just asked the right questions, but he really opened up to me in a way I hadn’t expected. And that was an in-person interview, which I think made a difference. Being face-to-face in moments like that can create a level of trust and vulnerability that’s hard to achieve over email or the phone. There’s a human connection in those settings that allows for a different kind of conversation.
AH: The more you immerse yourself in the community, the more trust you build. I live in Reno, not in the specific community I cover, which makes it even more important for me to show up — to be seen at board meetings, community events, and in-person interviews when I can. When people recognize you as someone who is present and engaged, they’re more likely to trust you and open up in conversations.
4. Avoid over-scripted interviews
Pre-written questions limit organic conversation, which is often essential for uncovering deeper insights.
MS: I do not like when people say, ‘Send me your questions and I’ll respond in writing.’ I try to avoid that as much as possible because I think real reporting happens through conversation. The best questions come up in the moment — you hear something unexpected and it leads to a follow-up that takes the interview in a direction you never could have planned for. When everything is scripted, you lose that opportunity.
AH: I will always get a better article when I have an actual conversation — whether it’s on the phone or in person. Sure, written responses can be easier because people can control what they say, but that’s exactly why I try to avoid them. When you’re talking, you naturally think of follow-up questions, and the conversation flows in a way that just doesn’t happen over email. I’ll sometimes send bullet points about topics I want to cover, but I don’t want the whole exchange to be pre-scripted.
