When it comes to interviews, there's one key element that makes them interesting. The person being interviewed!
At SoGlos, if a journalist has selected someone to be interviewed, it will be because that individual has a unique perspective, an interesting story or sought after expertise or experience that the writer thinks our audience will find valuable. This is something that generative AI just can't compete with.
ChatGPT hasn't built a business from the ground up or juggled personal and professional development with parenting, for example.
Google Gemini hasn't got years of specialist experience or a heart warming personal story to inspire hope.
If you want to position yourself as an expert in your field, sharing the mistakes you've made and the things you've learned through the course of your career is far more useful than the kind of generic, non-specific tips that ChatGPT might churn out.
And, as the old adage goes, 'people buy from people', so giving your potential customers a chance to get to know you and what you stand for is also a fantastic way to reinforce why they might want to work with you.
It's also extremely powerful when a recommendation comes from a real, verified customer who is willing to share their experiences.
Using AI to create interview answers also removes another crucial human from the process – the journalist.
SoGlos's journalists are trained and experienced in interview techniques and how to get the best from the person they're speaking to: from making interviewees feel at ease to asking open-ended questions to tease out those unexpectedly brilliant titbits during the course of a conversation.
Talking with a journalist can help them understand the wider context of a business – pain points, challenges and opportunities – which, in turn, helps them identify what readers would find most interesting about that business.
Journalists at any media title, including SoGlos, are tuned into their audience's specific interests, so they're ideally placed to ask questions which they know their readers want the answers to: based on their real-life experience and expertise, which will ultimately lead to more engaging content.
Plus, having a great personal relationship with a journalist means businesses have that direct contact when they've got news to share – and, vice versa, someone who might approach them for a comment on a relevant story they're working on, such as what the Autumn Statement means for your sector, perhaps, or how Stamp Duty increases could affect house prices in Gloucestershire, as just a few examples.
While Large Language Models (LLMs) can mimic human conversation, they can't replace the unique perspective that comes from a lifetime of experiences, successes and learning opportunities.
So, if you're tempted to copy and paste interview questions that a journalist has carefully crafted for you into ChatGPT, consider picking up the phone and having a chat with them instead.
That 15-minute conversation could be the difference between unique and compelling storytelling versus AI-generated waffle that contributes nothing new to the conversation or your brand.
If you've got an interview topic SoGlos readers would love, get in touch with our Partnerships Hub by calling 01242 210330 or emailing partnerships@sopublishing.com.
